Amazon US advertising revenue is predicted to double this year, surpassing Oath and Microsoft to take the third position behind Facebook and Google, says new research.
US advertisers will spend $4.61bn (£3.53bn) on Amazon this year, suggests the study titled ‘Amazon Advertising 2018: The New No. 3 US Digital Ad Firm’ by eMarketer. That’s 4.1% of all digital ad spending in the US. Amazon’s US advertising is predicted to increase by about 10% to 12% over the course of the year.
The study explored how marketers and media buyers are planning to use Amazon for advertising, and how Amazon’s audience data and product search capabilities offer a point of differentiation from Facebook and Google.
While Amazon are in third place after Facebook and Google in their US advertising market share, the gap is expected to narrow as Amazon gain more momentum. Amazon are currently 4.1% behind Facebook’s 20.6% and Google’s 37.1% of market share. In 2020, Amazon’s 7% share will stand closer with Facebook’s 20.8% and Google’s 35.1% of US digital ad spending.
