GMNS — Marketing
Business Segments · MarketingAmerican Express GMNS — Marketing remained flat by 0.0% to $98.25M in Q4 2025 compared to the prior quarter. Year-over-year, this metric declined by 4.4%, from $102.75M to $98.25M. 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 reportedQ4 2025
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
4 years
| FY'22 | FY'23 | FY'24 | FY'25 | |
|---|---|---|---|---|
| Value | $419.00M | $437.00M | $411.00M | $393.00M |
| YoY Change | — | +4.3% | -5.9% | -4.4% |
Range$393.00M – $437.00M
CAGR-2.1%
Avg YoY Growth-2.0%
Median YoY Growth-4.4%
Current Streak2 years decline
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Frequently Asked Questions
- What is American Express's gmns — marketing?
- American Express (AXP) reported gmns — marketing of $98.25M in Q4 2025.
- How has American Express's gmns — marketing changed year-over-year?
- American Express's gmns — marketing decreased by 4.4% year-over-year, from $102.75M to $98.25M.
- 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.