Amazon Advertising Statistics for 2026: Revenue, Spend and Ad Formats
Amazon advertising brought in $19.8 billion in Q2 2026, up 26%, and $76.1 billion over the trailing twelve months. This page collects the published numbers on Amazon ad revenue, retail media share, spend and cost trends by ad format, Prime Video, and what it all means for sellers, with every figure linked to its source and conflicting figures noted.
Key Takeaways
- Amazon ad revenue reached $19.8 billion in Q2 2026, up 26% from $15.7 billion, and $76.1 billion on a trailing twelve month basis (PPC Land).
- Amazon took more than 75% of US retail media spend in 2025 and is forecast at $56.71 billion of US ad revenue in 2026 (EMARKETER).
- Sponsored Products spend rose 38% in Q2 2026 with cost per click up only 1%, per Tinuiti via Karooya.
- Sponsored Brands cost per click rose by double digits for a fifth straight quarter, while Sponsored Display spend fell 34% in Q1 2026.
- Third party sellers made up 61% of paid units, and ad growth is outpacing their unit growth (EcomCrew).
How Much Revenue Does Amazon Advertising Make?
Short answer: Amazon's advertising revenue reached about $68.6 billion in 2025, and Q2 2026 brought $19.8 billion, up 26% excluding foreign exchange.
Amazon advertising revenue by year
| Year | Revenue |
|---|---|
| 2019 | $14.09B |
| 2020 | $21.45B |
| 2021 | $31.16B |
| 2022 | $37.74B |
| 2023 | $46.91B |
| 2024 | $56.22B |
| 2025 | $68.63B |
Sources disagree on full year 2025. SalesDuo, citing Marketplace Pulse, reports $68.63B, while the AMZ Prep seller guide shows both $68.6B and $54.0B in different places (AMZ Prep). Q1 2026 growth is 24% by Marketplace Pulse calculation and about 22% in Amazon commentary, depending on the currency basis. We use the figures that two or more sources agree on.
What Share of Retail Media Does Amazon Hold?
Short answer: EMARKETER estimates Amazon held more than 75% of US retail media ad spending in 2025.
Retail media is a fast growing slice of digital advertising. The IAB and PwC report puts total US digital ad revenue at $294.6 billion for 2025, and the channel detail is covered in our Google Ads and PPC statistics roundup for comparison.
Spend and Cost Trends by Ad Format
Tinuiti publishes quarterly year over year changes for advertisers on Amazon. We combine its reports as covered by Tinuiti, Search Engine Land and Karooya.
Amazon Sponsored Products, year over year
| Quarter | Spend | Clicks | Cost per click |
|---|---|---|---|
| Q3 2025 | up 15% | up 31% | down 12% |
| Q4 2025 | not reported | up 23% | down 1% |
| Q1 2026 | up 21% | up 19% | up 2% |
| Q2 2026 | up 38% | up 37% | up 1% |
Other Amazon formats, year over year
| Format | Q3 2025 | Q4 2025 | Q1 2026 | Q2 2026 |
|---|---|---|---|---|
| Sponsored Brands spend | not reported | up 2% | up 3% | up 20% |
| Sponsored Brands cost per click | not reported | not reported | up 14% | double digits for a fifth quarter |
| Sponsored Display spend | down 41% | down 47% | down 34% | not reported |
| Amazon DSP spend | up 21% | up 31% | up 41% | up 67% |
| Prime Video spend | not reported | not reported | up 71% | up 48% |
Sponsored Products is the core format, and DSP is the fastest growing part of spend. For plain language explanations of each format, see our guides on Amazon PPC ad types and Sponsored Display and DSP.
Prime Video, Sports and New Ad Tools
The sponsored prompt and Ads Agent figures are Amazon reported, so treat them as platform claims until independent tests appear.
What It Means for Sellers
Ad revenue is growing faster than unit volume, which means competition for the same shoppers is getting more expensive. EcomCrew notes that its 8% faster ad growth per paid unit is not a direct measure of seller ad costs, because Amazon ad revenue also includes Prime Video and display. For sellers, the useful questions are what your advertising cost of sale is and whether organic sales are growing with it. See what Amazon advertising costs and ACOS versus TACOS.
How Much Does It Cost to Start Advertising on Amazon?
Short answer: Sponsored ads have a $1.00 minimum daily budget and Darkroom suggests $10 to $20 a day to test Sponsored Products, while managed display and video typically needs $50,000 in the US.
Entry points by format
| Item | Figure | Source |
|---|---|---|
| Minimum daily budget, Sponsored ads | $1.00 | Amazon Ads FAQ |
| Managed service minimum, display and video | typically $50,000 in the US | Amazon Ads FAQ |
| Managed service minimum, audio | $25,000 | Amazon Ads FAQ |
| Sponsored Products test budget | $10 to $20 a day | Darkroom |
| Sponsored Products typical CPC | $0.81 to $1.20 | Darkroom |
| Sponsored Brands typical CPC | $1.50 to $2.50 | Darkroom |
| DSP CPM range | $3 to $15 | Darkroom |
Our guide to why Amazon brands fail shows what happens when budgets scale before the fundamentals are in place.
Sources and Further Reading
Every statistic on this page links to its original source. Figures were checked on October 24, 2026. Where sources disagree, we show both and say so.
- PPC Land, Amazon advertising gains 26 percent to $19.8B
- EcomCrew, Amazon Q2 2026 earnings
- Karooya, Tinuiti Q2 2026 key highlights
- Karooya, Tinuiti Q1 2026 key highlights
- Tinuiti, digital ads benchmark report Q3 2025
- Search Engine Land, Tinuiti Q4 2025 report
- SalesDuo, Amazon advertising revenue and growth
- EMARKETER, FAQ on Amazon advertising
- AMZ Prep, Amazon seller statistics 2026
- Amazon Ads, frequently asked questions
- Darkroom, Amazon advertising cost 2026
- SalesDuo, cost of Amazon advertising
- WARC, three quarters of sellers use Amazon PPC
- IAB and PwC, internet advertising revenue report 2025
- PPC Land, US digital ad revenue 2025
Keep Reading
- How much does Amazon advertising cost?
- Amazon PPC explained: Sponsored Products, Brands and Display
- ACOS versus TACOS: what is a good ACOS?
- Amazon PPC management services
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