NEWS
Amazon becomes fastest growing online advertising platform in Australia
Amazon is the fastest-growing online advertising platform for brands in Australia, with local advertising revenue rising 62 % year-on-year in 2025, significantly outpacing TikTok( 47.8 %) and well ahead of mature platforms such as Meta and Google.
Amazon’ s advertising revenue in Australia grew faster than overall net sales, climbing to US $ 392 million annually and reinforcing its role as a key driver of business growth. New analysis from Pattern indicates Amazon is now the largest advertising platform within the marketplace sector, highlighting its central role in product discovery and customer acquisition.
“ No other retail platform brings together search, transaction data and conversion in the same way. It’ s what makes Amazon one of the most effective environments for brands to capture demand at the point of purchase,” said Merline McGregor, APAC Managing Director at Pattern Australia.“ Unlike Google, which relies on general search intent, or Meta, which focuses on social discovery, Amazon allows brands to advertise directly at the digital checkout, resulting in highly measurable, high-intent conversions.”
The rapid growth in Amazon’ s advertising revenue and sales is closely linked to increasing consumer trust, with 64 % of Australians identifying it as the most trusted marketplace for product quality, a 7 % year-on-year increase.
Amazon’ s growth is unmatched across Australia’ s e-commerce landscape, with the company on track to capture one in five retail dollars spent online within the next decade.
Amazon now makes up 7.5 % of the country’ s total online retail market, with its share expected to grow dramatically in the coming years.
‘ Intelligence gap’ revealed as many enterprises fail to act on real-time consumer insights
Despite unprecedented access to real-time consumer data, most enterprises are still making decisions at yesterday’ s speed. Social intelligence is the key to closing that gap, enabling organisations to capture signals, interpret meaning and act on insights in the moment, grounded in real-time data and market context. New research from Sprout Social finds that while 93 % of professionals view social intelligence as critical to future growth, only 10 % of organisations can translate those insights into meaningful business action within hours – creating a widening‘ intelligence gap’.
Based on a survey of 700 social and marketing professionals across the US, UK and Australia, The Intelligence Gap: Why Organisations Are Falling Behind in the Age of Real-Time Insight highlights a growing disconnect between the speed at which insights are generated and the pace at which businesses can act on them.
“ With nearly 6 billion users, social media provides businesses with the most immediate, unfiltered view of their customers and the market ever available,” said Scott Morris, CMO of Sprout Social.“ Advancements in AI are transforming social from a marketing channel into a source of enterprise-wide intelligence. This shift represents one of the most significant changes for marketers in decades, positioning them at the centre of business decisionmaking. But capturing that value requires fundamental change. Organisations cannot power an AI-driven enterprise with legacy workflows built for a slower, linear era.”
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