Amazon’s advertising business generated $68.6 billion in 2025, up 22.1% from $56.2 billion in 2024, according to figures Amazon itself reports each quarter to the SEC. That single line of the income statement has grown faster than any other part of Amazon’s business for four straight years running, and it now sits closer to 10% of total company revenue than the low single digits it occupied a decade ago. For sellers and advertisers, that growth comes with rising costs and rising legal exposure in equal measure.

How much does Amazon make from advertising in 2026?

Amazon's advertising business generated 68.6 billion dollars in 2025 $68.6B Amazon advertising revenuein 2025, up 22.1% year over year

Amazon’s “advertising services” segment, covering Sponsored Products, Sponsored Brands, Sponsored Display, and the Amazon DSP, generated $68.6 billion across 2025, according to the quarterly totals Amazon discloses in its SEC filings. That is up from $56.2 billion in 2024, $46.9 billion in 2023, and $37.7 billion in 2022. Momentum has carried straight into 2026: Amazon’s ad business booked $37.1 billion in the first six months of the year, up 25.1% from $29.6 billion in the same period of 2025, split across a $17.2 billion first quarter and a $19.8 billion second quarter.

Figure 1: Amazon’s quarterly advertising services revenue. Source: Amazon.com quarterly SEC filings, compiled by Stockanalysis.com.

The dip between Q4 2025 and Q1 2026 tracks the normal seasonal pattern after a holiday-quarter peak, not a slowdown. Q2 2026’s $19.8 billion was already 26.2% above Q2 2025, and Amazon moved Prime Day up to June in 2026, pulling forward advertiser demand that historically landed in the third quarter.

How fast is Amazon’s ad business growing compared to the rest of the company?

Advertising has grown faster than Amazon’s total revenue every year since at least 2022, and the gap keeps widening. Company-wide revenue rose from $514.0 billion in 2022 to $716.9 billion in 2025, a 39.5% increase over three years, while advertising revenue over the same stretch grew 81.9%, more than double the company’s overall pace.

Figure 2: Amazon’s full-year advertising services revenue. Source: Amazon.com quarterly SEC filings, compiled by Stockanalysis.com.

That growth has quietly reshaped Amazon’s revenue mix. Advertising made up 7.3% of total company revenue in 2022; by 2025 that share had climbed to 9.6%, a bigger jump than it might look on paper given how large Amazon’s total revenue base already was. A segment growing at roughly twice the speed of the parent company, at this scale, is not a side project.

What share of the US retail media ad market does Amazon control?

Amazon captured an estimated 76.7% of all US retail media ad spending in 2025, according to eMarketer’s retail media forecast, more than ten times the 7.0% share held by second-place Walmart. Etsy accounted for under 1% on its own, while the roughly 200 other retail media networks now competing for ad budgets, from Target to Instacart to Kroger, split an estimated 15.4% of the market between them.

Figure 3: Estimated share of US retail media ad spend by platform. Source: eMarketer, 2025 retail media forecast.

Warning

Retail media market-share figures are forecast estimates rather than audited totals; eMarketer revises these numbers as new quarterly data comes in, so treat 76.7% as a directional snapshot rather than a fixed, permanent figure.

The same eMarketer data pegs Amazon’s ad spend at roughly 9.0% of its own ecommerce sales, compared with 4.8% for Walmart and 4.7% for Etsy, meaning advertisers on Amazon pay a proportionally higher toll to reach shoppers than they do on rival marketplaces. That premium is also why Amazon now ranks as the third-largest digital advertising platform globally behind only Google and Meta, holding an estimated 13% of the total US digital ad market on its own, with the three companies together commanding roughly 60% of all US digital ad spending.

What are Amazon sellers actually spending on ads, and what has to be disclosed?

Rising ad costs are now one of the most commonly cited business concerns among Amazon sellers. In Jungle Scout’s State of the Amazon Seller 2025 survey of roughly 1,500 Amazon sellers and businesses, fielded in January 2025, 32% of respondents named growing advertising expenses as a top concern, a bigger complaint than several other cost categories in the same survey. That pressure has not eased: Tinuiti’s Digital Ads Benchmark Report found Amazon Sponsored Products spend up 21% year over year in early 2026, with click volume up 19%, based on an analysis of more than $4 billion in tracked annual digital ad spend across advertisers.

Higher ad spend also raises the legal stakes around how that advertising gets disclosed. Every Sponsored Products and Sponsored Brands placement is, by definition, paid promotion, and any seller running affiliate links through Amazon Associates or working with influencers under Amazon’s Influencer Program is separately bound by the FTC’s disclosure rules for paid and incentivized endorsements.

Figure 4: The FTC’s basic disclosure test for Amazon sponsored listings, affiliate links, and influencer content. Source: synthesized from the FTC’s 2023 Endorsement Guides.

A seller running Sponsored Products campaigns, an Amazon storefront with affiliate links, or an influencer partnership needs a standing disclaimer covering paid placements and material connections, built into every listing and post rather than added after a complaint. That single document does more to limit FTC exposure than any change to ad targeting or bid strategy.

What is the outlook for Amazon advertising heading through 2026?

Amazon’s ad business has moved from a fast-growing side segment to a core profit engine in under five years, and 2026 is shaping up as another record year on current trend.

Figure 5: Key milestones in Amazon’s advertising revenue growth. Source: Amazon.com SEC filings; eMarketer.

If the first half of 2026 holds its pace, full-year advertising revenue would land well above $75 billion, though Amazon does not publish forward guidance for the segment and actual results depend on holiday-quarter advertiser demand that is not yet reported.

How does Amazon’s ad revenue and market position compare across the data?

YearAd revenueYoY growthShare of total company revenue
2022$37.7Bnot available7.3%
2023$46.9B24.3%8.2%
2024$56.2B19.8%8.8%
2025$68.6B22.1%9.6%

Source: Amazon.com quarterly SEC filings, compiled by Stockanalysis.com.

PlatformShare of US retail media ad spendAd spend as % of platform’s ecommerce sales
Amazon76.7%9.0%
All other retail media networks15.4%not disclosed
Walmart7.0%4.8%
Etsy0.9%4.7%

Source: eMarketer, 2025 retail media forecast.

The Bottom Line

Amazon’s advertising business generated $68.6 billion in 2025, up 22.1% year over year, and it is still accelerating: the first half of 2026 alone brought in $37.1 billion, a 25.1% jump from the same period a year earlier. That growth has made Amazon the dominant force in US retail media, controlling an estimated 76.7% of the category, and pushed advertising to 9.6% of the company’s total revenue. For sellers, the practical result is a marketplace where ad costs keep climbing and where every sponsored placement, affiliate link, and influencer post carries a real disclosure obligation under FTC rules. A disclaimer generator that covers paid placements and material connections closes that gap without slowing down a campaign launch. For the fuller picture of who is selling on Amazon and how that revenue splits between Amazon and its marketplace sellers, see our data on Amazon sellers, sales, and market share in 2026 and Amazon’s marketplace revenue and take rate in 2026.

Frequently Asked Questions

How much advertising revenue did Amazon generate in 2025? Amazon’s advertising services segment generated $68.6 billion in 2025, up 22.1% from $56.2 billion in 2024, according to Amazon’s own quarterly SEC filings.

How much of Amazon’s total revenue comes from advertising? Advertising made up 9.6% of Amazon’s $716.9 billion in total 2025 revenue, up from 8.8% in 2024 and 7.3% in 2022, based on Amazon’s own reported segment figures.

What share of the US retail media ad market does Amazon control? Amazon captured an estimated 76.7% of US retail media ad spending in 2025, more than ten times second-place Walmart’s 7.0% share, according to eMarketer.

Do Amazon sellers need to disclose sponsored listings or affiliate ads? Yes. The FTC’s Endorsement Guides, revised in 2023, require clear disclosure of any paid or incentivized relationship behind sponsored listings, affiliate links, or influencer content, the same standard Amazon’s own Associates Program has applied for years.

Sources and References

  1. Amazon.com, Inc.. Quarterly SEC filings and earnings releases, Q1 2022 through Q2 2026, “Advertising services” revenue line.
  2. Stockanalysis.com. Amazon.com (AMZN) quarterly and annual financial statement data, compiled from Amazon’s SEC filings.
  3. eMarketer. (2025). US retail media ad spend forecast, by platform.
  4. Jungle Scout. (2025). “State of the Amazon Seller 2025.” Surveyed roughly 1,500 Amazon sellers and businesses, January 10 to 27, 2025.
  5. Tinuiti. Digital Ads Benchmark Report, based on analysis of over $4 billion in tracked annual digital ad spend.
  6. Federal Trade Commission. (2023). Endorsement Guides, revised.

Note: All figures verified as of August 2026. Amazon’s advertising revenue and retail media market share shift with each quarterly earnings release, so headline figures are refreshed at least twice a year.