MediaRadar's analysis reveals Amazon cut U.S. ad spend by 20% YoY, now $2.7B, while Walmart boosted its spend to $1.3B. Temu grew 13% YoY, overtaking Target. Amazon focuses 89% of spend on digital; Temu leads in paid social.
MediaRadar reports Amazon cut U.S. ad spend by 20% YoY in 2023, reducing it to $2.7B.
Walmart increased its spending by 12%, reaching $1.3B, aiming to close the gap.
Fast-growing Temu grew its ad spending by 13%, overtaking Target in the same period.
Meanwhile, Shein halved its advertising budget YoY, focusing on other priorities.
Temu allocated 19% of its ad spend to paid social, outpacing all competitors.
Amazon dedicated 89% of its budget to digital ads, the highest among peers.
Walmart and Target diversified more, maintaining TV and "Other" spending.
Will Amazon's reduced ad spend hurt its dominance?
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