‘Defensible to the CFO’: Prime Day catalyzes Amazon video and DSP spend growth
Amazon's Prime Day is driving a surge in ad spend across the platform, with marketers increasing investments in Amazon Ads, DSP, and video channels despite rising fuel prices and consumer caution. The event has become a catalyst for media spending, with both endemic and non-endemic brands allocating more resources to Amazon's inventory, particularly video and streaming inventory, as measurement improvements make top-of-funnel tactics more attractive.
Original reporting · digiday.com
Read “‘Defensible to the CFO’: Prime Day catalyzes Amazon video and DSP spend growth” at Digiday →How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- Spending on Amazon Ads is up 15-40% compared to last year, with some agencies projecting up to 40% growth by the end of 2026.
- Amazon DSP is seeing a shift towards CTV and online video, with marketers allocating more budget to these channels due to better measurement and the platform's strong positioning in video advertising.
- Amazon's ad revenue grew by 26% year-on-year in Q2, highlighting the platform's growing importance and defensibility to the CFO for media investments.
From the source
Advertisers are wary of discounting away their profit margins, but find it hard to argue against increasing ad spend with e-commerce titan.