"Amazon posted uneven Q4 financial results, but advertising remained a bright spot for the e-commerce giant. Revenue derived from ad sales rose 22% year over year to $21.3 billion for the quarter that includes the critical holiday shopping window, according to an earnings statement. Those advertising figures mark an acceleration in the rate of growth from the year-ago period. Amazon across 2025 saw ad revenue surpass $68 billion."
"Amazon's ads business is still largely fueled by sponsored products listings on its e-commerce marketplace, but Prime Video contributed meaningfully to the segment in Q4, according to CEO Andy Jassy. The streamer, which started running commercials two years ago, is part of Amazon's bid to offer full-funnel advertising that extends beyond its roots in retail media. The company in 2025 added over $12 billion in incremental revenue from its full-funnel strategy, CFO Brian Olsavsky said on a call discussing the results with analysts."
Amazon's advertising revenue rose 22% year over year to $21.3 billion in Q4 2025, reflecting stronger growth during the holiday quarter. Across 2025 ad revenue surpassed $68 billion. Q4 overall revenue was $213.4 billion, up 14% year over year, while earnings per share missed expectations. Sponsored product listings remain the primary ads driver, but Prime Video ads contributed meaningfully and helped expand a full-funnel offering. The full-funnel strategy generated over $12 billion of incremental revenue in 2025. Prime Video's ad-supported audience reached 315 million viewers in Q4, and Thursday Night Football averaged over 15 million viewers.
Read at www.marketingdive.com
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