Amazon Advertising Breakdown

Source: Cowen + Co. , June — July 2018 Published: November 2018 N = 70 US ad buyers

Source: Cowen + Co. , June — July 2018
Published: November 2018
N = 70 US ad buyers

Amazon Ad Spend: Where Does it Go?

Circulated: November 27, 2018

  1. Sponsored Products: Top, middle, bottom of search results & on product detail pages — 29% of Amazon Ad spend

  2. Video Ads: Amazon.com and affiliates (e.g. IMDb, Twitch) — 21% of Amazon Ad spend

  3. Product Display Ads: Alongside or below search results, on product detail and customer review pages, and in Amazon-generated marketing emails — 19% of Amazon Ad spend

  4. Headline Search (aka Sponsored Brands): A banner on top of search leading to a landing page of multiple products chosen by advertiser — 18% of Amazon Ad spend

  5. Traditional Display Ads: Banners on Amazon.com, Fire TV, Kindle, and 3P sites. — 13% of Amazon Ad spend