Business Segments · Marketing
GMNS — Marketing
American Express GMNS — Marketing decreased by 44.0% to $65.00M in Q1 2026 compared to the prior quarter. Year-over-year, this metric declined by 14.5%, from $76.00M to $65.00M. Over 3 years (FY 2022 to FY 2025), GMNS — Marketing shows relatively stable performance with a -2.1% CAGR.
Analysis
StatementSegment
CategoryGrowth
SignalContext dependent
VolatilityModerate
First reportedQ1 2022
Last reportedQ1 2026
How to read this metric
An increase typically signals a push for market share or new product launches, while a decrease may indicate a focus on margin preservation.
Detailed definition
This represents the total expenditure on advertising, brand promotion, and marketing campaigns specifically allocated to...
Peer comparison
Comparable to marketing and advertising expenses across financial services and fintech firms.
Metric ID:
axp_segment_gmns_marketingHistorical Data
17 periods
| 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 | $104.75M | $104.75M | $104.75M | $104.75M | $109.25M | $109.25M | $109.25M | $109.25M | $73.00M | $96.00M | $112.00M | $130.00M | $76.00M | $96.00M | $105.00M | $116.00M | $65.00M |
| QoQ Change | — | +0.0% | +0.0% | +0.0% | +4.3% | +0.0% | +0.0% | +0.0% | -33.2% | +31.5% | +16.7% | +16.1% | -41.5% | +26.3% | +9.4% | +10.5% | -44.0% |
| YoY Change | — | — | — | — | +4.3% | +4.3% | +4.3% | +4.3% | -33.2% | -12.1% | +2.5% | +19.0% | +4.1% | +0.0% | -6.3% | -10.8% | -14.5% |
Range$65.00M – $130.00M
CAGR-11.2%
Avg YoY Growth-2.6%
Median YoY Growth+2.5%
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Frequently Asked Questions
- What is American Express's gmns — marketing?
- American Express (AXP) reported gmns — marketing of $65.00M in Q1 2026.
- How has American Express's gmns — marketing changed year-over-year?
- American Express's gmns — marketing decreased by 14.5% year-over-year, from $76.00M to $65.00M.
- What is the long-term trend for American Express's gmns — marketing?
- Over 3 years (2022 to 2025), American Express's gmns — marketing has grown at a -2.1% compound annual growth rate (CAGR), from $419.00M to $393.00M.
- What does gmns — marketing mean?
- Total spending on advertising and promotional activities for the merchant segment.