{"id":23913,"date":"2022-02-08T22:31:28","date_gmt":"2022-02-08T22:31:28","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=23913"},"modified":"2023-08-24T03:14:08","modified_gmt":"2023-08-24T11:14:08","slug":"amazon-breaks-out-ad-revenue-for-the-first-time","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/retail-media\/amazon-breaks-out-ad-revenue-for-the-first-time\/","title":{"rendered":"Amazon Breaks Out Ad Revenue for the First Time","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p>On Thursday, Amazon released its <a href=\"https:\/\/ir.aboutamazon.com\/news-release\/news-release-details\/2022\/Amazon.com-Announces-Fourth-Quarter-Results\/\">final quarterly earnings report<\/a> for 2021, and for the first time, broke out ad revenue into its own category, perhaps in an effort to shine a light on the tremendous growth the company is experiencing in this area.<\/p>\n\n\n\n<p>In 2021, Amazon\u2019s ad revenue achieved 47% growth over 2020, topping out at $31.2 billion. This will likely continue to grow, especially as Amazon opens up to non-endemic advertisers. In addition, <a href=\"https:\/\/www.intentwise.com\/blog\/tag\/cpc\/\">cost-per-click (CPC)<\/a> continues to rise due to increased competition. Assuming at least a 30% growth rate this year, the company\u2019s ad revenues in 2022 could exceed $40 billion.<\/p>\n\n\n\n<p>As Amazon continues to remain the biggest player in the retail media space and competition continues to increase as well, it\u2019s ever more important that advertisers have a sophisticated enough strategy to adapt to the nuances of the marketplace.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"742\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-1024x742.png\" alt=\"\" class=\"wp-image-23956\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-1024x742.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-300x218.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-768x557.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-1536x1114.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-2048x1485.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart2-4-560x406.png 560w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"742\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-1024x742.png\" alt=\"\" class=\"wp-image-23957 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-1024x742.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-300x218.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-768x557.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-1536x1114.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-2048x1485.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart1-2-560x406.png 560w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/742;\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-amazon-ads-top-youtube-ads\">Amazon Ads Top YouTube Ads<\/h2>\n\n\n\n<p>To put this in context with other digital advertising channels, Amazon\u2019s 2021 ad revenue was above YouTube\u2019s ad revenue for the first time.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"742\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-1024x742.png\" alt=\"\" class=\"wp-image-23958 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-1024x742.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-300x218.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-768x557.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-1536x1114.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-2048x1485.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart3-2-560x406.png 560w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/742;\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-amazon-web-services-experiences-the-most-growth\">Amazon Web Services Experiences the Most Growth<\/h2>\n\n\n\n<p>Across Amazon\u2019s various segments, advertising had outpaced Amazon Web Services (AWS) for several quarters, but in the last quarter of 2021, AWS is back on top as the biggest growth driver.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"742\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-1024x742.png\" alt=\"\" class=\"wp-image-23960 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-1024x742.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-300x218.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-768x557.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-1536x1114.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-2048x1485.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart4-1-560x406.png 560w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/742;\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-net-sales-growth-guidance-vs-reported-net-sales-growth\">Net Sales Growth Guidance vs. Reported Net Sales Growth<\/h2>\n\n\n\n<p>Growth in the first quarter of this year is expected to be in single digits (between 3% and 8%), but it\u2019s worth noting that this is comparing against the first quarter of 2021, when the company experienced significant growth.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Q4-2021-Earnings.png\" alt=\"\" class=\"wp-image-23938 lazyload\" style=\"--smush-placeholder-width: 686px; --smush-placeholder-aspect-ratio: 686\/393;width:686px;height:393px\" width=\"686\" height=\"393\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Q4-2021-Earnings.png 449w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Q4-2021-Earnings-300x172.png 300w\" data-sizes=\"(max-width: 686px) 100vw, 686px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-overall-tacos-means-for-advertisers\">What Overall TACOS Means for Advertisers<\/h2>\n\n\n\n<p>Amazon advertisers are familiar with <a href=\"https:\/\/www.intentwise.com\/blog\/tag\/tacos\/\">total advertising cost of sales (TACOS)<\/a> as a means to measure effectiveness of ad spend. However, if ad revenues and gross merchandise value (GMV) across all of Amazon are examined, it\u2019s possible to calculate TACOS sitewide, which in 2021 was 5.25%. This serves two purposes: it allows advertisers to evaluate their own TACOS against the sitewide statistic, as well as estimate the size of retail media on other platforms such as Walmart, Target, and Best Buy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"742\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-1024x742.png\" alt=\"\" class=\"wp-image-23961 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-1024x742.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-300x218.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-768x557.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-1536x1114.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-2048x1485.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2022\/02\/Chart5-1-560x406.png 560w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/742;\" \/><\/figure>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>This post has been updated.<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>On Thursday, Amazon released its final quarterly earnings report for 2021, and for the first time, broke out ad revenue into its own category, perhaps in an effort to shine a light on the tremendous growth the company is experiencing in this area. In 2021, Amazon\u2019s ad revenue achieved 47% growth over 2020, topping out [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":6,"featured_media":23919,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"yes","footnotes":""},"categories":[82],"tags":[89,88],"class_list":["post-23913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-media","tag-cpc","tag-tacos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon Breaks Out Ad Revenue for the First Time<\/title>\n<meta name=\"description\" content=\"In its latest earnings report, Amazon separated its $31.2 billion ad revenue into a distinct category, highlighting this growing segment of the business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/retail-media\/amazon-breaks-out-ad-revenue-for-the-first-time\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Breaks Out Ad Revenue for the First Time\" \/>\n<meta property=\"og:description\" content=\"In its latest earnings report, Amazon separated its $31.2 billion ad revenue into a distinct category, highlighting this growing segment of the business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/retail-media\/amazon-breaks-out-ad-revenue-for-the-first-time\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-08T22:31:28+00:00\" \/>\n<meta property=\"article:modified_time\" 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