Operating Expenses
Sales & Marketing
Amazon Sales & Marketing 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), Sales & Marketing shows an upward trend with a 9.7% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ4 2013
Last reportedQ4 2025
How to read this metric
An increase may signal an aggressive growth strategy, while a decrease might indicate cost-cutting or reduced market investment.
Detailed definition
Selling and marketing expenses include costs associated with advertising, sales force compensation, and promotional acti...
Peer comparison
Common operating expense category; analyzed as a percentage of revenue to gauge marketing efficiency.
Metric ID:
selling_and_marketingHistorical 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%
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Amazon's sales & marketing?
- Amazon (AMZN) reported sales & marketing of $10.31B in Q1 2026.
- How has Amazon's sales & marketing changed year-over-year?
- Amazon's sales & marketing increased by 5.6% year-over-year, from $9.76B to $10.31B.
- What is the long-term trend for Amazon's sales & marketing?
- Over 4 years (2021 to 2025), Amazon's sales & marketing has grown at a 9.7% compound annual growth rate (CAGR), from $32.55B to $47.13B.
- What does sales & marketing mean?
- Costs related to promoting products and acquiring or retaining customers.