Amazon Ad Spend Rises 15 to 40% Ahead of 'Prime Big Deal Days'

Five media buyers told Digiday that their clients' spend on Amazon ads increased by 15 to 40 percent compared to last year, ahead of the 'Prime Big Deal Days' event held on October 6 and 7. They expect spend to continue growing, rising by about a third by the end of 2026, according to Digiday.

Buyers provided varying figures: Darren D'Altorio from Wpromote said growth reached 30 percent among advertisers in the e-commerce sector and 40 percent among non-endemic brands, while Katie Davis from Power Digital estimated growth at a more conservative 15 to 20 percent, down from 40 to 50 percent growth in previous years. Ryan Walker from PMG estimated his clients' spend growth between 15 and 20 percent, and Joe O'Connor from Tinuiti said his clients are raising their spend by about 15 percent, with spend managed through the 'Amazon DSP' platform rising 25 to 30 percent compared to 2025.

The bulk of the growth is shifting to the upper funnel, namely to the 'Amazon DSP' platform and channels connected to television and online video, at the expense of sponsored search ads. Davis attributed this shift to improved measurement tools, as upper-funnel spend capable of proving incremental return outside of Amazon receives higher funding, led by 'Prime Video' and 'Fire TV' placements. She noted that 'Amazon DSP' is increasingly viewed as a brand-building tool rather than a direct purchase engine.

Amazon's ad revenue reached $19.8 billion in the second quarter, up 26 percent year-over-year, according to its results published last July. Commenting on the shift, Hillary Bram from Exverus said that "the full funnel on Amazon is what works," while D'Altorio said that "defending investment in it to the CFO has become easier," an indication that advertising on the platform is no longer a seasonal expense but a permanent line item in marketing budgets.

What do these terms mean?

Amazon DSP: A programmatic platform allowing advertisers to automatically buy ad space inside and outside Amazon across websites, apps, and connected TV channels based on shopper data.

Connected TV (CTV): Advertisements appearing via the internet on smart TV screens and streaming devices, combining TV reach with digital targeting precision.

Sponsored Products: Advertisements displayed within search results on Amazon's store next to similar products, paid for by the advertiser per click or purchase.