Media buyers report a 15-40% year-over-year increase in Amazon ad spending ahead of Prime Big Deal Days, with a notable shift toward CTV and online video inventory via Amazon DSP. The trend highlights Amazon's growing role as a brand-building platform for both endemic and non-endemic advertisers leveraging retail data.
The surge in spending confirms that Amazon has successfully transitioned from a bottom-funnel retail tool to a primary brand-building destination for non-endemic advertisers. By integrating retail data with Prime Video and Fire TV inventory, Amazon is capturing budgets that previously belonged to traditional broadcasters or pure-play streamers. This shift forces competitors to accelerate their own commerce-media integrations to remain defensible to CFOs who now demand closed-loop measurement. As marketers prioritize incremental returns over simple reach, the platform's proprietary data creates a high barrier to entry for smaller streaming rivals. Watch for Q4 earnings to see if reduced discount depths impact the overall volume of ad impressions during the holiday peak.
Advertisers are increasing Amazon ad spend by 15% to 40% year-over-year ahead of Prime Big Deal Days. This surge reflects a strategic shift toward top-of-funnel inventory like Prime Video and Fire TV, as brands leverage Amazon’s retail data to move beyond bottom-funnel retail tools toward comprehensive brand-building strategies.
Marketers are increasing their investments on the platform by 15% to 40% year-over-year.
Advertisers are using these placements to access Amazon's proprietary audience data, allowing them to transition from simple retail-focused ads to broader brand-building campaigns.
Average discount depths are projected to fall into a sub-20% range this year, down from 28% in 2024.
Amazon's integration of retail data with streaming inventory creates a high barrier to entry for smaller rivals, forcing competitors to accelerate their own commerce-media integrations.
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