Amazon’s Advert Enterprise Continues to Increase


Amazon’s advert unit retains surging.

That enterprise grew to $11.8 billion, representing 8% of its whole income. Amazon reported internet gross sales of $143.3 billion throughout the first quarter of 2024, up 13% in comparison with the identical three-month interval final 12 months.

Yr over 12 months, Amazon’s advert section elevated 24%, outpacing Google, however falling behind Meta for the primary time in a number of quarters.

“It was begin to the 12 months throughout the enterprise, and you’ll see that in each our buyer expertise enhancements and monetary outcomes,” Andy Jassy, Amazon president and CEO, mentioned in an announcement. “Our promoting efforts proceed to profit from the expansion of our Shops and Prime Video companies.”

This 12 months marks Amazon’s first look in TV upfront week, becoming a member of the move of main streamers who’re all making a giant play to seize the rising pool of {dollars} as soon as earmarked for linear TV. YouTube was added to the upfront roster in 2022 and Netflix joined in 2023, paving the way in which for Amazon’s entrance this 12 months.

The Seattle-based firm’s wager on Thursday Night time Soccer (TNF) seems to be paying off. Amazon’s Prime Video is set to stream its first NFL Wild Card playoff recreation in January 2025. Within the closing quarter of final 12 months, the corporate reported annual viewership for TNF on Prime Video elevated 24%. Final 12 months’s match between the Seattle Seahawks and Dallas Cowboys on November 30 attracted 15.3 million viewers, making it Prime Video’s most-watched TNF recreation ever.

Regardless of its progress, Amazon’s advert income, which comes from sponsored posts and search, continues to be a distant third to Meta and Google. Within the first quarter of 2024, Meta generated $35.6 billion from promoting. Google introduced in $61.7 billion throughout the identical interval.

Amazon Advertisements additionally faces competitors from a rising variety of retail media networks, although it continues to dominate the market with an estimated 74.2% of U.S. retail media advert spend, in line with EMARKETER. World retail media spend is projected to achieve $140 billion this 12 months and is likely one of the quickest rising advert segments at 21.8% year-over-year.