Global Amazon Media Q4 2025 Report: Record Spend and Shifting Global Dynamic

It’s the start of a new year, and with 2026 underway, now is the perfect time to look back at how 2025 closed and what the full year revealed about Amazon’s rapidly shifting advertising ecosystem.

Q4 remains Amazon’s defining quarter, not just for sales, but also for media performance. With back-to-back tentpole events including Prime Big Deal Days in October, Black Friday–Cyber Monday in November, and the extended holiday shopping surge through December, the quarter consistently drives the highest consumer demand and, consequently, the highest revenue. This makes Q4 the ultimate stress test for advertising, where budgets peak, competition for visibility rises, and every click costs more.

Our latest Global Amazon Media Benchmark Report for Q4 2025 analyzes this critical period and shows how performance shifted across Amazon’s leading markets. By benchmarking core performance metrics, such as cost-per-click (CPC), sales-per-click (SPC), conversions, and more on a global scale, we map not only who won the quarter but also how Amazon’s global media dynamics continued to evolve over the calendar year.

Key Takeaways from the Report:

• Holiday season drives record ad spend: Q4 2025 marked the highest quarterly ad spend on record, driven once again by Black Friday and the holiday season
• Brazil wins on cost efficiency: Brazil emerged as the most cost-efficient market, while cost-per-click (CPC) dynamics shifted across Canada, Mexico, and Germany during the holiday period
• Australia achieves the highest SPC: Australia had the highest sales-per-click (SPC) due to higher-priced purchases and outsized performance during the peak Turkey 5 sales window
• The UK’s conversion streak continues: The UK led global conversion rates for the fifth straight quarter, further indicating more focused purchase behavior in the UK compared to other markets
• International markets accelerate CTR growth: International markets outpaced the US in click-through rate (CTR) growth as Amazon's advertising capabilities continue to mature outside the US

What This Means for Your Brand

Amazon's advertising landscape is rapidly evolving beyond the US, with international markets like Brazil offering cost efficiency and Australia demonstrating strong purchasing power. Success in 2026 requires market-specific strategies that account for regional variations and distinct consumer behaviors. A one-size-fits-all approach no longer works. Understanding these benchmarks is essential for brands looking to maximize their media investments and compete effectively across Amazon's global marketplace.

Download the Full Report

Download the full Q4 2025 Global Amazon Media Benchmark Report to explore detailed insights and trends across all key markets.

To access past media benchmark reports for 2025 and previous years, visit podean.com/intelligence.

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Our global media benchmark reports are powered by Podean Intelligence, our global research division of marketplace specialists and data analysts. With years of operational experience across Amazon regions worldwide, Podean Intelligence equips brands with the strategic insights needed to scale faster and compete smarter.

To learn more about our research and intelligence offerings, visit podean.com/intelligence.