Amazon advertising spend, FY2025

Amazon (AMZN) reported $23.5B of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.3% of revenue of $717B. Up 9.8% from FY2024.

Ad spend, FY2025
$23.5B
year ended Dec 31, 2025
Change vs prior year
+9.8%
vs FY2024
Share of revenue
3.3%
of $717B revenue
Rank by ad spend
#1
of 336 companies

Key facts

  • Ad spend is 6.2x its FY2015 level ($3.8B), slower than revenue (6.7x).
  • FY2025 is the highest year on file, going back to FY2007.
  • Largest increase +57.3% in FY2011; largest cut -1.5% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 3.3% of revenue, up from 2.8% in FY2020.
  • Amazon spends more on advertising than 100% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $10B $20B $30B FY2007 (ended 2007-12-31): $344M 2007 FY2008 (ended 2008-12-31): $420M FY2009 (ended 2009-12-31): $593M FY2010 (ended 2010-12-31): $890M 2010 FY2011 (ended 2011-12-31): $1.4B FY2012 (ended 2012-12-31): $2B FY2013 (ended 2013-12-31): $2.4B 2013 FY2014 (ended 2014-12-31): $3.3B FY2015 (ended 2015-12-31): $3.8B FY2016 (ended 2016-12-31): $5B 2016 FY2017 (ended 2017-12-31): $6.3B FY2018 (ended 2018-12-31): $8.2B FY2019 (ended 2019-12-31): $11B 2019 FY2020 (ended 2020-12-31): $10.9B FY2021 (ended 2021-12-31): $16.9B FY2022 (ended 2022-12-31): $20.6B 2022 FY2023 (ended 2023-12-31): $20.3B FY2024 (ended 2024-12-31): $21.4B FY2025 (ended 2025-12-31): $23.5B 2025 $23.5B

Ad spend as % of revenue

0% 2% 4% 6% FY2007 (ended 2007-12-31): 2.3% 2007 FY2008 (ended 2008-12-31): 2.2% FY2009 (ended 2009-12-31): 2.4% FY2010 (ended 2010-12-31): 2.6% 2010 FY2011 (ended 2011-12-31): 2.9% FY2012 (ended 2012-12-31): 3.3% FY2013 (ended 2013-12-31): 3.2% 2013 FY2014 (ended 2014-12-31): 3.7% FY2015 (ended 2015-12-31): 3.6% FY2016 (ended 2016-12-31): 3.7% 2016 FY2017 (ended 2017-12-31): 3.5% FY2018 (ended 2018-12-31): 3.5% FY2019 (ended 2019-12-31): 3.9% 2019 FY2020 (ended 2020-12-31): 2.8% FY2021 (ended 2021-12-31): 3.6% FY2022 (ended 2022-12-31): 4.0% 2022 FY2023 (ended 2023-12-31): 3.5% FY2024 (ended 2024-12-31): 3.4% FY2025 (ended 2025-12-31): 3.3% 2025 3.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $23.5B +9.8% $717B 3.3% AdvertisingExpense 10-K Feb 6, 2026
FY2024 Dec 31, 2024 $21.4B +5.4% $638B 3.4% AdvertisingExpense 10-K Feb 6, 2026
FY2023 Dec 31, 2023 $20.3B -1.5% $575B 3.5% AdvertisingExpense 10-K Feb 6, 2026
FY2022 Dec 31, 2022 $20.6B +21.9% $514B 4.0% AdvertisingExpense 10-K Feb 7, 2025
FY2021 Dec 31, 2021 $16.9B +55.0% $470B 3.6% AdvertisingExpense 10-K Feb 2, 2024
FY2020 Dec 31, 2020 $10.9B -0.9% $386B 2.8% AdvertisingExpense 10-K Feb 3, 2023
FY2019 Dec 31, 2019 $11B +34.1% $281B 3.9% AdvertisingExpense 10-K Feb 4, 2022
FY2018 Dec 31, 2018 $8.2B +30.2% $233B 3.5% AdvertisingExpense 10-K Feb 3, 2021
FY2017 Dec 31, 2017 $6.3B +26.0% $178B 3.5% AdvertisingExpense 10-K Jan 31, 2020
FY2016 Dec 31, 2016 $5B +31.6% $136B 3.7% AdvertisingExpense 10-K Feb 1, 2019
FY2015 Dec 31, 2015 $3.8B +15.2% $107B 3.6% MarketingAndAdvertisingExpense 10-K Feb 10, 2017
FY2014 Dec 31, 2014 $3.3B +37.5% $89B 3.7% MarketingAndAdvertisingExpense 10-K Feb 10, 2017
FY2013 Dec 31, 2013 $2.4B +20.0% $74.5B 3.2% MarketingAndAdvertisingExpense 10-K Jan 29, 2016
FY2012 Dec 31, 2012 $2B +42.9% $61.1B 3.3% MarketingAndAdvertisingExpense 10-K Jan 30, 2015
FY2011 Dec 31, 2011 $1.4B +57.3% $48.1B 2.9% MarketingAndAdvertisingExpense 10-K Jan 31, 2014
FY2010 Dec 31, 2010 $890M +50.1% $34.2B 2.6% MarketingAndAdvertisingExpense 10-K Jan 30, 2013
FY2009 Dec 31, 2009 $593M +41.2% $24.5B 2.4% MarketingAndAdvertisingExpense 10-K Feb 1, 2012
FY2008 Dec 31, 2008 $420M +22.1% $19.2B 2.2% MarketingAndAdvertisingExpense 10-K Jan 28, 2011
FY2007 Dec 31, 2007 $344M n/a $14.8B 2.3% MarketingExpense 10-K Jan 29, 2010

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Amazon in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
1 Amazon $23.5B 3.3% +9.8% FY2025
2 JD.com $12B 6.4% +82.7% FY2025
3 PDD Holdings (Temu) $10.7B 17.4% +14.2% FY2025
4 Procter & Gamble $10.2B 11.7% +10.9% FY2026
5 Alphabet (Google) $9.9B 2.5% +13.8% FY2025
6 Comcast $8.9B 7.2% +9.8% FY2025
7 Booking Holdings $8.2B 30.4% +12.5% FY2025

Full ranking of 336 companies · Biggest increases #133

Questions

How much does Amazon spend on advertising?

Amazon spent $23.5B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 6, 2026.

What percentage of revenue does Amazon spend on advertising?

3.3% of revenue in fiscal 2025 ($23.5B of $717B). The median across the 336 companies tracked is 5.2%.

Is Amazon spending more on advertising?

Yes. Ad spend rose 9.8% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Amazon rank by advertising spend?

#1 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Amazon's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 6, 2026
Accession number
0001018724-26-000004
Company
AMAZON COM INC, CIK 1018724, SIC 5961 (Retail-Catalog & Mail-Order Houses)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Amazon advertising spend, FY2007-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 6, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/amazon-com/advertising-spend/
Download
CSV, all years · CSV, all 336 companies