{"id":26098,"date":"2023-02-03T23:32:40","date_gmt":"2023-02-03T23:32:40","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26098"},"modified":"2025-08-05T12:19:20","modified_gmt":"2025-08-05T20:19:20","slug":"amazon-q4-earnings-have-arrived","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/amazon-q4-earnings-have-arrived\/","title":{"rendered":"Amazon Q4 Earnings Have Arrived","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>All eyes were on Amazon this week as it announced its <a href=\"https:\/\/ir.aboutamazon.com\/quarterly-results\/default.aspx\">latest quarterly earnings report<\/a>. As usual, there&#8217;s a lot to unpack. Here&#8217;s our take on the latest <a href=\"https:\/\/www.intentwise.com\/blog\/retail-media\/amazon-q3-2022-ad-revenue-up-30-year-over-year\/\">earnings<\/a> report, and what it means for advertisers.<\/p>\n\n\n\n<p>In Q4 2022, net sales were up by 9% YoY on a guidance of 2 to 8%, with North America leading the way at 14% growth, while international sales declined by 8% YoY. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-advertising-revenue-falls-short-of-40-billion\"><strong>Advertising revenue falls short of $40 billion<\/strong><\/h2>\n\n\n\n<p>Advertising revenue reached $11.6 billion in Q4, which brings 2022 ad revenue to $37.8 billion for the year, falling just short of $40 billion.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><img fetchpriority=\"high\" decoding=\"async\" width=\"624\" height=\"452\" src=\"https:\/\/lh5.googleusercontent.com\/ppCNfZtLfHOmGy33d0o8ErYIb581hpT5rRxH_YQDFZFOmznmnCGDRoAk-7ZgMh6dQcz5rS9M2zqKP9oKznmMuLzxhQ4BqhGKzpYa5ALNQykNHPuCaY0in6OuX3A7LiaGAGess_K_LUM0u5W7ZUAg0Cw\"><\/p>\n\n\n\n<p>Despite hitting double-digit revenue last quarter, advertising also experienced a slower growth rate of 23%. It\u2019s likely that growth was affected by macroeconomic conditions and inventory challenges over the past year.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><img decoding=\"async\" width=\"469\" height=\"514\" data-src=\"https:\/\/lh5.googleusercontent.com\/rcPNvtPgIpWdLjn9N9nqDNovWUXwmFoXUswrtFp27ZPmwXZ-PKYrHHCbXrSzs6dOnXr9n-Igbqc79z4K7eZC1yRGdCe388Y5c7wY6reE6Urss1zkulY56m3-kA0sLT86Ur16BNTGnNVYhYzv0QmQdJU\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 469px; --smush-placeholder-aspect-ratio: 469\/514;\"><\/p>\n\n\n\n<p>Ad revenue grew by 21% in 2022, significantly less than the year prior when Advertising revenue grew by 45%, again evidence that even Amazon is not immune to the challenging economic environment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3P Seller Services Takes the Lead On Growth<\/strong><\/h2>\n\n\n\n<p>Advertising was dethroned as the highest growing segment in Amazon\u2019s business last quarter, with 3P Seller Services taking the lead with a narrow margin. This is likely driven by Amazon\u2019s fee hikes. Also of note, AWS growth rate continued to decline, marking the fourth consecutive quarter with declining growth rates.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><img decoding=\"async\" width=\"624\" height=\"456\" data-src=\"https:\/\/lh5.googleusercontent.com\/NiIwh1GzO4KU7r8fm9BRlvrJkDwmrqK2gyNG5tIjQfzX-T8kPJJlNoPlM-rKMcdbtZwzfrsFZCW9NSTthKc_cPbrD2FNiOQbDp6O_B3P8B4qeGGL1kC5ESZr5QvRn11vSUNfdFqnmfyhvM5GXu0ZLVk\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 624px; --smush-placeholder-aspect-ratio: 624\/456;\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Modest Net Sales Guidance For Next Quarter<\/strong><\/h2>\n\n\n\n<p>Amazon beat guidance on net sales for Q4 but the guidance for next quarter remains modest at 4\u20138%. We continue to see modest guidance from Amazon, particularly compared to their historical guidance.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" data-src=\"https:\/\/lh3.googleusercontent.com\/8EYq4fgMIWjeX_lmQT3_S2Dhko7-6fOrmLXrKQ2XaCEJU_YbsqwtqTlvTTFbPpj1nv4sN_GlivgvcHCUdWTgLAqtXHoji0WIZV7eTDoZeidAegYcaAkb_dpGAy-WOTsbpHdjIbwsSa7z-xYAwhpYzJ4\" alt=\"\" style=\"width:603px;height:517px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>Amazon advertising continues to grow, but at a slower rate. We believe future advertising growth will need to come from off-Amazon advertising and reaching new non-endemic advertisers. We see Amazon continue to invest in new solutions, like <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Amazon Marketing Cloud<\/a>, hoping to attract advertisers with unique offerings that compete with more traditional online media giants, such as Google and Meta. <\/p>\n\n\n\n<p>In addition to new advertising offerings available to non-endemic customers, Buy with Prime is a major initiative to watch from Amazon in 2023. If you want to read more about Amazon&#8217;s current mindset, check out <a href=\"https:\/\/www.geekwire.com\/2023\/amazon-ceo-andy-jassy-explains-the-companys-current-mindset-in-surprise-debut-on-earnings-call\/\" target=\"_blank\" rel=\"noreferrer noopener\">this candid interview with Andy Jassy<\/a> on GeekWire. <\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>All eyes were on Amazon this week as it announced its latest quarterly earnings report. As usual, there&#8217;s a lot to unpack. Here&#8217;s our take on the latest earnings report, and what it means for advertisers. In Q4 2022, net sales were up by 9% YoY on a guidance of 2 to 8%, with North [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":6,"featured_media":26100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[],"class_list":["post-26098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising"],"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 Q4 2022 Earnings Have Arrived<\/title>\n<meta name=\"description\" content=\"The Intentwise team analyzes Amazon&#039;s latest earnings call and breaks down our key takeaways related to advertising on Amazon.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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