May 11, 2021
According to eMarketer data (), Amazon’s US advertising business grew by 52.5% to $15.73 billion last year. Therefore its market share increased from 7.8% in 2019 to 10.3% in 2020. Growth was driven by search revenues from Sponsored Products and Sponsored Brands, while video ad revenues on properties including Amazon Fire TV, Twitch, and IMDb TV grew significantly as well. This strengthened its position a...s the No. 3 ad publisher in the US. eMarketer expects Amazon’s US ad business to grow another 30.1% this year, surpassing $20 billion for the first time. That puts it on track to surge past $30 billion by 2023. Amazon continues to slowly chip away at Google’s share of total US digital ad revenues—which will shrink from 28.9% in 2020 to 26.6% by 2023, even as its digital ad business grows. Amazon is stealing share from Google within search, as it continues to better monetize the channel. Amazon’s search ad business will grow to $14.53 billion in 2021, boosting its share of US search ad spending to 19.0%, up from 13.3% in 2019. By the end of 2022, its share will surpass 20%. E-commerce channel advertising, which includes search advertising and display ads on its retail properties, accounts for roughly 89% of Amazon’s ad business. The rest of Amazon’s ad revenues come from ads on its video platforms and off-property ads sold through Amazon DSP. This year, Amazon will control 76.2% of the nearly $24 billion e-commerce channel ad market.