Between the micro-season shopping events and the lead-up to Prime Day 2024, ad spend on Amazon increased 15.5% quarter-over-quarter for Sponsored Brands and 11.7% for Sponsored Products. Compared to Q2 2023, Sponsored Brands ad spend is up 22.6%, and Sponsored Products is up 18.1%, showing significant continued investment in Amazon.

Competition for ad placements on Instacart remained flat quarter-over-quarter, with the average CPC costing $0.86. While CPC remained steady in Q2, CPC decreased by -8.5% year-over-year, likely due to shifting media budgets.

Amazon’s European marketplaces continue to see the average CPC increase at a faster rate than the US marketplace, with Sponsored Brands increasing 17.6% and Sponsored Products increasing 12.3% in Q2. Year-over-year, Sponsored Brands increased 13.8% and Sponsored Products were up 12.3%.

Competition for ad placements on Instacart remained flat quarter-over-quarter, with the average CPC costing $0.86. While CPC remained steady in Q2, CPC decreased by -8.5% year-over-year, likely due to shifting media budgets.

Brands continued to invest in Walmart, with Sponsored Products ad spend increasing 14.5% quarter-over-quarter and 23.2% year-over-year. While Sponsored Products greatly increased spending, Sponsored Brands decreased –4.4% quarter-over-quarter and –5.3% year-over-year.

While costs are going up for Sponsored Products, the average CPC in Q2 for Sponsored Products on Walmart was 50.7% cheaper than Amazon Sponsored Products, making it a good time for brands looking to start advertising on Walmart.

Competition for ad placements on Instacart remained flat quarter-over-quarter, with the average CPC costing $0.86. While CPC remained steady in Q2, CPC decreased by -8.5% year-over-year, likely due to shifting media budgets.

The Patio, Lawn, & Garden category saw a massive surge in ad spend in Q2, increasing 87.6% year-over-year. Pet Supplies increased 65.9%, and the Clothing, Shoes, & Jewelry category came in with a 51.1% increase in spending. Download the report for deep dives into the Pet Supplies, Beauty & Personal Care, and Electronics categories.