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Amazon Echo Users
Ad Revenue
Onsite Retail Media
Onsite Retail Media, by Format
Offsite Retail Media
OTT
by Device
Retail Ecommerce
by Product Category
Households
Prime Day
Users
Source: EMARKETER Forecast, April 2026 - May 2026
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms; net ad revenues after traffic acquisition costs (TAC) and direct ad revenue sharing payouts; excludes advertising on Amazon-owned media properties, like Amazon Fire TV and Twitch, and advertising placed on non-Amazon-owned properties
Additional Note: A smart speaker is a standalone device with a built-in voice assistant. Devices whose built-in assistant has been enhanced by AI, or whose built-in assistant has been migrated into an AI-enabled successor assistant experience, are included. Examples of smart speakers include Amazon Echo, Alexa-enabled Sonos One, and other devices with Alexa+; Google Home and Gemini-based smart speakers and displays; and Apple HomePod with Siri. Voice assistant use via smartphones, desktop/laptop computers, tablets, smart wearables, game consoles, TV consoles, VR headsets, cars, and nonspeaker smart home devices is excluded.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders