During the last quarter, he collected $ 13.92 billion, an increase of 19% over the same period a year ago, according to its last profits.

“We are seeing strength in our large portfolio of full funnel advertising tenders that help advertisers reach an average audience supported by advertising of more than 270 5 million in the United States only, which includes our funnel efforts to stimulate the brand’s notoriety,” said Amazon CEO, Andy Jassy yesterday. “We continue to see a lot of opportunities to further expand our full ability of the funnel for brands.”

The figures and comments only confirm what media buyers have alluded to the whole year: Amazon is on the right track for a large 2025. It could always be behind its competitors sharing the portfolio, but it quickly becomes the fastest line on media plans – and the most difficult to eliminate.

According to six leaders of the announcement that Digiday met, the majority of their customers spend more on the Amazon demand platform (DSP), as it seems to be a foolproof way to see them through economic uncertainty. Even Amazon launched the same message to them.

Vice-president of the Bason Technologies group, Search Media Solutions, Robert Kurtz, told Digiday that if the Amazon DSP passes its team to manage for customers was relatively low last year, the growth rates of 2025 are already high.

“We note an increase in the number of spending on individual brands on the platform of 400%, while the increase in spending of the year is 3,000% higher than that time last year,” he said, without providing exact figures in dollars. “Almost all of these expenditure is new to the platform this year, and none of them have indicated that they would draw dollars due to recent tariff events.”

This is a similar story for Digital Power customers, which include the Corkcicle drink brand and the snacks and the Catalina Catala Catala cereals. Katie Davis, director of retail marketing of the company, said that in the middle of economic uncertainty, their customers “double” on the performance -based channels that conduct omnichannel and Amazon DSP offer.

“From the beginning of 2025, Amazon DSP Investment was up 45%, with a 36% increase in the brand since the new year,” she added, although it has not provided details.

It is difficult to assess how impressive these increases are without real figures. However, anything spent, it is not a pocket change. Amazon’s DSP generally requires a minimum of $ 50,000, and agencies tell Digiday that even the self-service route works better with a solid $ 25,000 behind.

These types of commitments will be important, especially since Amazon is not immune to withdrawn from small advertisers feeling the pinch of new prices on Chinese products.

As the main analysts of Emarketer says, Sky Canaves: “Amazon will have to strengthen advertising commitments of larger and endemic advertisers via channels like Prime Video to compensate for this trend.”

The main purchase platform for online advertising

Amazon has not yet won the industry, but it is firmly on the media buyer’s radar. This clearly emerges from the latest digital reference report for the digital advertising of Tinuiti, which has gathered anonymized performance data for the agency’s advertising expenses on behalf of customers.

According to the report, spending on the Amazon DSP increased by 12% from one year to the other for Tinuiti advertisers who were active throughout the first quarter of 2024 and the T1 2025. Although much more than half (57%) of all the expenses of Amazon DSP were inventories on pages possessed and operated by Amazon, such as the Amazon website and the Amazon application, Applications like IMDB.

Even the leaders of announcements that have encountered certain problems, either with the platform or more widely with the economic climate, do not turn their backs on the DSP.

“From the quarter 2024 to T1 2025, there have been stimulation problems in the Twitch and STV inventory,” said Kyle Kutsen, Director of Digital Video at Rain The Growth Agency. “We have seen these problems fade over time, allowing spending more foreseeable to T2 of this year.”

Likewise, Josh Glenn, vice-president, trade and retail media at Mindgruvemacarta, said that stimulation implications varied according to the exposure of each of its customers to tariff challenges, which makes it difficult to identify a clear global trend.

“Some customers remain the course with their first quarter plans, while others have backed away,” he said.