Alibaba’s Ad Spending Rises to 302 Billion Dollars, Surpassing Amazon to Rank First Globally

According to Chuhai Network, the 2026 brand report released by advertising industry publication Ad Age shows that Alibaba Group has overtaken Amazon to become the world’s biggest advertising spender. Alibaba’s annual spending on advertising and promotion reached 302 billion dollars, up 91.7% year over year—nearly doubling and ending Amazon’s four-year run at the top. Amazon ranked second at 235 billion dollars, up 9.8% year over year. PDD Holdings, the parent company of Pinduoduo, ranked third at 163 billion dollars, up 12.5% year over year. JD.com’s advertising spending nearly doubled, rising from 16th to 7th place globally. The world’s top 50 advertisers spent a combined 3262 billion dollars, up 12.7% year over year. The report also shows that advertising spending in the U.S. retail industry fell 9.7% year over year, from 437 billion dollars to 395 billion dollars. Chinese platforms shifted a significant portion of their advertising budgets to overseas markets, increasing customer acquisition spending by AliExpress, Temu, and JD.com across major platforms.