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Amazon retail media ad revenue predicted to reach almost $60-billion

By our African Marketing Confederation News Team | 2025

By the end of 2025, Amazon will have doubled the size of its display ad revenue over the last four years – Warc report.

Amazon retail media advertising revenue is predicted to reach almost US$61-billion this year. This is according to a report published by the World Advertising Research Centre (Warc), which analyses advertising ecosystem – including ad revenue, user trends, and marketer and consumer attitudes towards Amazon ads.

Photo: Joshua Brown from Pexels

Amazon ads, also known as Amazon Sponsored Ads, are found within the Amazon marketplace and other websites where Amazon’s advertising network operates. They include Sponsored Products advertisements (common on search results), Sponsored Brands (including video ads), and Sponsored Display ads, which can be placed on third-party websites. 

 

Despite Chinese-based Temu and Shein having gained global attention, Amazon still dominates across markets for most visits. The e-commerce giant on average sees 2.5-billion visitors per month, the Warc report states. 

 

“While paid search formats such as Sponsored Products remain the core of Amazon’s advertising offering, the company has achieved incremental growth through upper-funnel ad spend, including via its Prime Video platform,” Warc says. “By the end of this year, Amazon will have doubled the size of its display ad revenue over the last four years.” 

 

First VOD player to achieve scaled mass reach 

 

Amazon also aims to be among the first video-on-demand (VOD) players to achieve scaled mass reach in advertising audiences; brands can reach over 200-million shoppers who watch Prime Video.  

 

Prime Video is a video subscription service that offers access to a wide range of movies and TV shows, including originals from Amazon. It allows subscribers to stream content on various devices, download for offline viewing, and watch in HD/UHD. 

 

Gaming content platform Twitch, acquired by Amazon more than a decade ago, now has over 105-million monthly users, heavily skewed to Gen Z. Advertisers use the platform to deploy video and display ads, streamer-driven activations and partnerships with creators. 

 

Amazon ranks joint first with TikTok as consumers’ most-favoured media platform for advertising, Warc says, referencing Kantar’s Media Reactions study.  

 

“Consumers were found to prefer Amazon ads over rivals for relevancy and usefulness, while Kantar also noted that concerns about over-targeting on the platform have been declining,” the report notes. 

 

Comments Alex Brownsell, Head of Content at WARC Media and co-author of the report: “E-commerce giant Amazon offers more than retail media advertising: it’s quickly becoming a leading platform for full-funnel activation, with streaming TV and its own Demand Side Platform serving advertisers of all sizes.” 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.