The news: A new forecast from WARC Media anticipates that Amazon’s retail media ad revenues will exceed $60 billion this year and nearly $70 billion in 2026—underscoring its rapid expansion as more dollars flow into retail media amid broader spending cutbacks.

Other key findings:

• Amazon’s focus on upper-funnel advertising, especially through Prime Video, is fueling steady growth. WARC, citing Omdia, reports the company’s display ad revenues will have doubled over four years by the close of 2025.
• Amazon still dominates across the global ecommerce market, seeing an average of 2.5 billion users monthly, outperforming Chinese-based retailers Shein and Temu.
• Amazon is tied with TikTok as the top media platform for advertising, according to Kantar Media research cited by WARC. Consumers favor Amazon ads for their relevance and usefulness, while concerns about over-targeting are waning.

Amazon’s growth trajectory: Amazon’s ad business is on a steady growth path, a trend that is likely to continue as it hones its retail media offering while expanding in other areas.