Amazon’s live sports land grab helps boost ad segment to $19.8B in Q2
Brands that activate around multiple sports achieve superior unduplicated reach while engaging a higher-spending audience than single-sport advertisers.
本条来自 Marketing Dive（marketing），聚焦 零售渠道、品牌营销、财报增长。 While sponsored products remain the platform’s bread and butter, multisport advertisers are able to reach a high-spending audience, executives said.
Brands that activate around multiple sports achieve superior unduplicated reach while engaging a higher-spending audience than single-sport advertisers
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- While sponsored products remain the platform’s bread and butter, multisport advertisers are able to reach a high-spending audience, executives said
Brands that activate around multiple sports achieve superior unduplicated reach while engaging a higher-spending audience than single-sport advertisers
People also ask
Amazon’s live sports land grab helps boost ad segment to $19.8B in Q2
While sponsored products remain the platform’s bread and butter, multisport advertisers are able to reach a high-spending audience, executives said.
Amazon advertisers that embrace a multisport strategy on the platform are driving superior performance, according to the company. Brands with a presence across multiple sports categories more than double their unduplicated reach when measured against single-sport advertisers, executives said on a call discussing Q2 earnings with investors Thursday. Multisport viewers also show 12% higher spend and make 17% more orders on Amazon, pointing to a more engaged audience.
Momentum in sports helped propel Amazon’s advertising segment to $19.8 billion in revenue for the three-month period ended June 30, up 26% year over year and above analysts estimates. While sponsored product listings remain the e-commerce giant’s largest ad offering and growth driver, Amazon is carving out a substantial foothold in the critical live sports arena, shoring up broadcast rights for leagues including the NFL, NBA, WNBA and NASCAR.
Live sports were the dominant theme at the 2026 upfronts, where TV and streaming platforms broker major ad-spending commitments for the year ahead. The Prime Video owner earlier this month wrapped its upfront negotiations, beating its volume goals and seeing YoY growth, Adweek reported.
“We see continued growth and engagement in Prime Video ads and live sports,” Amazon CEO Andy Jassy said on the earnings call. “We introduced more than 30 new advertisers to the NBA in our first year, and inventory on ‘Thursday Night Football,’ NBA, WNBA and NASCAR all sold out.”