Sponsored Brands now takes a quarter of Amazon ad budgets

Rob Clapp

An overview of US Amazon advertising spend by format.

The Sponsored Brands format now accounts for a quarter of US Amazon advertising investment following four years of growth in share, according to data from customer experience management company Merkle. It has grown its share from just 11% in Q4 2017 to 26% in Q4 2021, in part helped by broader eligibility for use and expanding inventory.

Sponsored Display has also grown its share of total advertising spend, rising from 1% in Q4 2018 to 6% in Q4 2021.

This has come at the expense of Sponsored Products, though the format still leads – its share has fallen...

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