Amazon has spent USD 11 billion in advertising in 2019. It’s a +34% more than the previous year, that is an increasing of USD 2.8 billion compared to 2018.
The data has been published on Amazon’s annual report.
During the Super Bowl of the same year, the company launched a big campaign promoting Alexa, the AI virtual assistant developed by Amazon. The campaign was delivered on-air, print, online and social: a full integrated marketing campaign.
Created by Droga5 London, the creative agency in the roster of Accenture Interactive, and global media planning and buying managed by Initiative.
The US marketplace has increased around 20x the advertising spent in the last 10 years: from USD 592m in 2009 to USD 11b last year.
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Brian Wiser, President of Global Intelligence of GroupM, told to media that “Amazon is probably the biggest advertiser on the earth spending around 2% of the global advertising spent”.
Amazon, some researchers said, has overpassed P&G and Unilever in advertising investment.
The main markets where Amazon operates are United States, Germany, United Kingdom and Japan. Regarding its heroes products today are Alexa, Fire, Fresh, Kindle, Prime, Prime Video, Twitch and Amazon Web Services (AWS).
Amazon is also a publisher other than marketplace. eMarketer reports that the Jeff Bezos’ giant online retailer is the 4th biggest advertising publisher, just behind Google, Facebook and Alibaba.
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