eBay advertising spend, FY2025

eBay (EBAY) reported $1.4B of advertising expense for the fiscal year ended Dec 31, 2025. That is 12.6% of revenue of $11.1B. Up 0.0% from FY2024.

Ad spend, FY2025
$1.4B
year ended Dec 31, 2025
Change vs prior year
0.0%
vs FY2024
Share of revenue
12.6%
of $11.1B revenue
Rank by ad spend
#47
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2015 level ($1B), faster than revenue (1.3x).
  • The highest year on file is FY2024 at $1.4B; FY2025 is 0% below it.
  • Largest increase +37.5% in FY2020; largest cut -27.3% in FY2019.
  • Ad spend is 12.6% of revenue, up from 12.4% in FY2020.
  • eBay spends more on advertising than 86% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.4x the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2008 (ended 2008-12-31): $923M FY2009 (ended 2009-12-31): $800M FY2010 (ended 2010-12-31): $808M 2010 FY2011 (ended 2011-12-31): $977M FY2012 (ended 2012-12-31): $1.1B FY2013 (ended 2013-12-31): $844M 2013 FY2014 (ended 2014-12-31): $1B FY2015 (ended 2015-12-31): $1B FY2016 (ended 2016-12-31): $1.2B 2016 FY2017 (ended 2017-12-31): $1.3B FY2018 (ended 2018-12-31): $1.1B FY2019 (ended 2019-12-31): $800M 2019 FY2020 (ended 2020-12-31): $1.1B FY2021 (ended 2021-12-31): $1.1B FY2022 (ended 2022-12-31): $1.2B 2022 FY2023 (ended 2023-12-31): $1.2B FY2024 (ended 2024-12-31): $1.4B FY2025 (ended 2025-12-31): $1.4B 2025 $1.4B

Ad spend as % of revenue

0% 5% 10% 15% FY2008 (ended 2008-12-31): 10.8% FY2009 (ended 2009-12-31): 9.2% FY2010 (ended 2010-12-31): 8.8% 2010 FY2011 (ended 2011-12-31): 8.4% FY2012 (ended 2012-12-31): 7.8% FY2013 (ended 2013-12-31): 5.3% 2013 FY2014 (ended 2014-12-31): 5.6% FY2015 (ended 2015-12-31): 11.6% FY2016 (ended 2016-12-31): 12.9% 2016 FY2017 (ended 2017-12-31): 13.1% FY2018 (ended 2018-12-31): 12.7% FY2019 (ended 2019-12-31): 10.8% 2019 FY2020 (ended 2020-12-31): 12.4% FY2021 (ended 2021-12-31): 10.6% FY2022 (ended 2022-12-31): 12.3% 2022 FY2023 (ended 2023-12-31): 11.9% FY2024 (ended 2024-12-31): 13.6% FY2025 (ended 2025-12-31): 12.6% 2025 12.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $1.4B 0.0% $11.1B 12.6% MarketingExpense 10-K Feb 19, 2026
FY2024 Dec 31, 2024 $1.4B +16.7% $10.3B 13.6% MarketingExpense 10-K Feb 19, 2026
FY2023 Dec 31, 2023 $1.2B 0.0% $10.1B 11.9% MarketingExpense 10-K Feb 19, 2026
FY2022 Dec 31, 2022 $1.2B +9.1% $9.8B 12.3% AdvertisingExpense 10-K Feb 23, 2023
FY2021 Dec 31, 2021 $1.1B 0.0% $10.4B 10.6% AdvertisingExpense 10-K Feb 23, 2023
FY2020 Dec 31, 2020 $1.1B +37.5% $8.9B 12.4% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 31, 2019 $800M -27.3% $7.4B 10.8% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 31, 2018 $1.1B -15.4% $8.7B 12.7% AdvertisingExpense 10-K Feb 4, 2021
FY2017 Dec 31, 2017 $1.3B +8.3% $9.9B 13.1% AdvertisingExpense 10-K Jan 31, 2020
FY2016 Dec 31, 2016 $1.2B +20.0% $9.3B 12.9% AdvertisingExpense 10-K Jan 30, 2019
FY2015 Dec 31, 2015 $1B 0.0% $8.6B 11.6% AdvertisingExpense 10-K Feb 5, 2018
FY2014 Dec 31, 2014 $1B +18.5% $17.9B 5.6% AdvertisingExpense 10-K Feb 6, 2017
FY2013 Dec 31, 2013 $844M -23.3% $16B 5.3% AdvertisingExpense 10-K Feb 1, 2016
FY2012 Dec 31, 2012 $1.1B +12.6% $14.1B 7.8% AdvertisingExpense 10-K Feb 6, 2015
FY2011 Dec 31, 2011 $977M +20.9% $11.7B 8.4% AdvertisingExpense 10-K Jan 31, 2014
FY2010 Dec 31, 2010 $808M +1.0% $9.2B 8.8% AdvertisingExpense 10-K Feb 1, 2013
FY2009 Dec 31, 2009 $800M -13.4% $8.7B 9.2% AdvertisingExpense 10-K Jan 31, 2012
FY2008 Dec 31, 2008 $923M n/a $8.5B 10.8% AdvertisingExpense 10-K Jan 28, 2011

What the figure is

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

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 eBay in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
45 Target $1.5B 1.4% 0.0% FY2026
46 Wayfair $1.4B 11.4% -3.2% FY2025
47 eBay $1.4B 12.6% 0.0% FY2025
48 Adobe $1.4B 5.8% +31.7% FY2025
49 Philip Morris International $1.4B 3.3% +26.8% FY2025
50 Bristol-Myers Squibb $1.3B 2.7% -13.3% FY2025
51 Home Depot $1.3B 0.8% +8.3% FY2026

Full ranking of 336 companies

Questions

How much does eBay spend on advertising?

eBay spent $1.4B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 19, 2026.

What percentage of revenue does eBay spend on advertising?

12.6% of revenue in fiscal 2025 ($1.4B of $11.1B). The median across the 336 companies tracked is 5.2%.

Is eBay spending more on advertising?

Yes. Ad spend rose 0.0% in fiscal 2025 from fiscal 2024.

How does eBay rank by advertising spend?

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

What does eBay's advertising figure include?

Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.

Source

Filing
10-K for FY2025, filed Feb 19, 2026
Accession number
0001065088-26-000027
Company
EBAY INC, CIK 1065088, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
eBay advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ebay/advertising-spend/
Download
CSV, all years · CSV, all 336 companies