Operating
Marketing Expense
Amazon Marketing Expense decreased by 27.7% to $10.31B in Q1 2026 compared to the prior quarter. Year-over-year, this metric grew by 5.6%, from $9.76B to $10.31B. Over 4 years (FY 2021 to FY 2025), Marketing Expense shows an upward trend with a 9.7% CAGR.
Analysis
StatementCash Flow Statement
SectionOperating
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ1 2007
Last reportedQ1 2026Apr 30, 2026
Rolls up to
How to read this metric
Higher spending may signal aggressive growth strategies, while lower spending may indicate a focus on profitability or market saturation.
Detailed definition
This represents the total costs incurred for advertising, promotion, and customer acquisition activities. It measures th...
Peer comparison
Varies widely by industry, with high-growth tech firms typically spending significantly more than mature entities.
Metric ID:
operating_marketing_expenseHistorical Data
20 periods
| Q2 '21 | Q3 '21 | Q4 '21 | Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | Q1 '26 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $7.52B | $8.01B | $10.81B | $8.32B | $10.09B | $11.01B | $12.82B | $10.17B | $10.75B | $10.55B | $12.90B | $9.66B | $10.51B | $10.61B | $13.12B | $9.76B | $11.42B | $11.69B | $14.26B | $10.31B |
| QoQ Change | — | +6.5% | +35.0% | -23.0% | +21.2% | +9.2% | +16.4% | -20.6% | +5.6% | -1.8% | +22.3% | -25.1% | +8.8% | +0.9% | +23.7% | -25.6% | +16.9% | +2.4% | +22.1% | -27.7% |
| YoY Change | — | — | — | — | +34.1% | +37.5% | +18.6% | +22.3% | +6.5% | -4.2% | +0.7% | -5.0% | -2.2% | +0.5% | +1.7% | +1.0% | +8.6% | +10.2% | +8.7% | +5.6% |
Range$7.52B – $14.26B
CAGR+6.9%
Avg YoY Growth+9.0%
Median YoY Growth+6.1%
Marketing Expense at Other Companies
Frequently Asked Questions
- What is Amazon's marketing expense?
- Amazon (AMZN) reported marketing expense of $10.31B in Q1 2026.
- How has Amazon's marketing expense changed year-over-year?
- Amazon's marketing expense increased by 5.6% year-over-year, from $9.76B to $10.31B.
- What is the long-term trend for Amazon's marketing expense?
- Over 4 years (2021 to 2025), Amazon's marketing expense has grown at a 9.7% compound annual growth rate (CAGR), from $32.55B to $47.13B.
- What does marketing expense mean?
- The total amount spent on advertising and promoting the company's products or services.