Amazon Ad Spend Surges Ahead of Fall Shopping Event

Marketers are funneling larger budgets into Amazon's media ecosystem ahead of its Prime Big Deal Days on October 6-7, pushing platform ad spend up significantly compared to last year.

According to a report from Digiday, five media buyers confirmed that client commitments on Amazon Ads have climbed between 15% and 40% year over year entering the promotional event. The momentum mirrors buying patterns seen around Black Friday and the summer Prime Day window, with total outlays expected to expand by as much as a third through the end of 2026.

The influx reflects expanded adoption from both endemic merchants selling directly on the retail platform and non-endemic brands tapping Amazon's demand-side platform and video inventory.

Darren D’Altorio, senior vice president of paid media at agency Wpromote, told Digiday that endemic spending is up 30% year on year, while non-endemic spend has grown 40%. "And then, as we look ahead into 2027, we expect it to grow again," D’Altorio said.

The investment surge arrives despite broader macroeconomic pressures, including higher fuel prices and subdued consumer sentiment, which have caused some brand executives to hesitate over heavy promotional discounting.

As Hollywood Tomorrow assesses the shifting digital landscape, the trend illustrates Amazon's structural advantage in the competitive video and digital ad market. With Prime Video expanding its ad-supported footprint, the platform's ability to connect streaming viewership directly to retail conversion data gives it a distinct edge over traditional media companies competing for tight marketing budgets.