Unlike other large technological companies, such as goal or google, the bulk of the business of Amazon It is not based on advertising. This is one of the factors that has allowed the e -commerce giant to become an outstanding platform in the Complete activation of the conversion funnel: From consideration through streaming to purchase thanks to the marketplace.
The possibility of impacting users at different times within the same ecosystem attracts advertisers, regardless of their market, category and size. This favors the advertising business of the company that grows in double digit every year, according to a recent WARC analysis.
The consultant estimates that Amazon’s advertising income from retail medium 60.6 billion dollars this year. And they are expected to amount to 69.7 billion dollars in 2026.
Specifically, the company achieved a growth of advertising income of 17.7 % in the first quarter of 2025, a figure that has exceeded the growth forecast, located in 16 %, for the average retail at a global level.
With this Amazon is, together with Alphabet and Meta, among the main receptors of advertising expenditure. Companies jointly represented almost 54% of the global advertising investment -existing China -in 2024, in front of 52% of the previous year and 50% in 2022.
The situation will also continue up. According to the “Marketer’s Toolkit 2025” survey of the consultant, 56% of marketing professionals at a global level plan Increase advertising investment on Amazon. It is the third option, behind YouTube (64%) and Tiktok (79%).
Although Paid Search formats, as sponsored products, are still the nucleus of Amazon’s advertising offer, according to WARC, the company has achieved an increased growth through advertising investment in the top of the funnel, that is, in knowledge and consideration through prime video. In response to OMDIA data, by the end of this year Amazon will have doubled its advertising income Display compared to the last four years.
Consumption and performance
All this is due to the notoriety of the Amazon ecosystem. According to April data from similar, Amazon.com receives an average of 2.5 billion visitors per month globally. In addition, it has more than 200 million subscribers in Prime Video and more than 105 million monthly users on Twitch.
This raises an attractive audience for advertisers, who can send their messages to consumers through a Large range of formats and occasions: From pre -rol and Mid-Roll announcements in some of the most popular productions, to video ads and special activations along with creators, focus on generation Z.
The advertising proposal also shows greater performance if executed under a 360º vision. According to the consultant, a campaign multichannel and multiformate Within the Amazon ecosystem it generates greater brand recognition for advertisers on the platform.
Data in recent years indicate that:
- Sports related content during live broadcasts of events multiply by 5x brand notoriety
- Brand preference is 4 times higher if Twitch and Prime Video video ads are used
- The entertainment content in Prime Video generates an increase in X5.1 in brand notoriety, and 7.5x when it comes to gaming content on Twitch
- The brands that adopt a full-funnel strategy in Amazon have 2.9x more possibilities of reporting purchase intention, and 2.3x more of reporting consideration against other brands.
In addition, the variety of options is one of the aspects that drive the Perception of Amazon’s advertising proposal among consumers. According to Kantar Media Reactions, the platform shares the first place, together with Tiktok, such as the platform preferred by users in terms of advertising. They prefer ads on Amazon in front of those of other rivals in terms of trust and innovation.
