Source: Ad Age Datacenter analysis of company filings. Expanded data at AdAge.com/globalmarketers2022. Figures for 1999 to present are advertising and other promotional costs. Figures for 1995 through 1998 are advertising expense. Credit: Infographic by Ad Age. Photo: Amazon
Amazon in 2022 powered up worldwide advertising and promotion spending by 22% to $20.6 billion, breaking a record for annual spending by any marketer. The spending spree came as net sales rose 9% in 2022, the slowest growth since Amazon opened its online bookstore in 1995. The company had double-digit percentage increases in ad and promotion spending every year from 2004 through 2022 except for 2020, when Amazon trimmed spending by 1%, according to Ad Age Datacenter’s analysis of Amazon financial filings.
