Amazon's marketplace is witnessing a significant spending disparity between small and big brands. According to e-commerce analytics firm SmartScout, third-party sellers (smaller brands) are spending 127% more on Amazon Sponsored Products ads than first-party brands (established names). This gap is even more pronounced in other ad formats, with third-party sellers spending up to three times as much as first-party brands. The competition is intense, and smaller brands must invest heavily in advertising to gain visibility.

Source: https://www.forbes.com/sites/kirimasters/2024/11/12/small-brands-spend-three-times-more-on-amazon-ads-than-big-brands/