Amazon becomes the king of "e-commerce advertising" in the United States! The share is as high as 77.7%

It is learned that according to the latest forecast of eMarketer, Amazon will account for 77.7% of the advertising revenue of US e-commerce channels in 2022, contributing US$27.94 billion out of the total of US$35.96 billion.

As more and more players join the market, e-commerce advertising spending will account for a larger share of total digital advertising spending in the U.S. As a result, Amazon's revenue from e-commerce advertising will shrink slightly, but its revenue will still maintain double-digit growth.

Amazon may have a hard time repeating its astonishing 56.5% growth in e-commerce sales in 2020 since 2017, but its e-commerce advertising revenue will grow 28.1% this year.

Due to Amazon’s dominance, the company’s growth also means growth for the entire e-commerce channel advertising market, which will grow 29.0% this year. This year, it will account for 14.5% of the US digital advertising market, and by the end of our forecast period in 2026, its share will reach 20.1%.

At several top retailers, including Walmart, eBay and Etsy, advertising revenue growth in the fourth quarter of 2021 was slightly weaker than expected due to supply chain issues and the impact of the new coronavirus variants.

As Amazon’s competitors build out their advertising capabilities, the overall market will continue to thrive, most notably in the consumer packaged goods space, where in-store advertising is also going digital.

Economic fluctuations and the slowdown in online shopping in the post-epidemic era have made the e-commerce market performance in the first quarter of 2022 somewhat bumpy. However, advertising spending in e-commerce channels continues to grow. eMarketer predicts that in 2026, advertising spending in the e-commerce channel in the United States will reach US$73.02 billion.

Editor✎ Ashley/

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