Selling and Marketing Expense of Alphabet Inc. from 31 Dec 2013 to 31 Dec 2025

Taxonomy & unit
us-gaap: USD
Description
The aggregate total amount of expenses directly related to the marketing or selling of products or services.
Summary
Alphabet Inc. quarterly and annual Selling and Marketing Expense in USD history and change rate from 31 Dec 2013 to 31 Dec 2025.
  • Alphabet Inc. Selling and Marketing Expense for the quarter ending 31 Dec 2025 was $8,215,000,000, a 12% increase year-over-year.
  • Alphabet Inc. Selling and Marketing Expense for the twelve months ending 31 Dec 2025 was $28,693,000,000, a 3.2% increase year-over-year.
  • Alphabet Inc. annual Selling and Marketing Expense for 2025 was $28,693,000,000, a 3.2% increase from 2024.
  • Alphabet Inc. annual Selling and Marketing Expense for 2024 was $27,808,000,000, a 0.39% decline from 2023.
  • Alphabet Inc. annual Selling and Marketing Expense for 2023 was $27,917,000,000, a 5.1% increase from 2022.
Source SEC data
View on sec.gov
Selling and Marketing Expense, Trailing 12 Months (USD)
Selling and Marketing Expense, Quarterly (USD)
Selling and Marketing Expense, YoY Quarterly Change (%)
Selling and Marketing Expense, Annual (USD)
Selling and Marketing Expense, YoY Annual Change (%)

Alphabet Inc. Quarterly Selling and Marketing Expense (USD)

Period TTM Value Value YoY Chg Change % Start Date End Date Report Filed Fiscal Year Fiscal Period
Q4 2025 $28,693,000,000 $8,215,000,000 +$852,000,000 +12% 01 Oct 2025 31 Dec 2025 10-K 05 Feb 2026 2025 FY
Q3 2025 $27,841,000,000 $7,205,000,000 -$22,000,000 -0.3% 01 Jul 2025 30 Sep 2025 10-Q 30 Oct 2025 2025 Q3
Q2 2025 $27,863,000,000 $7,101,000,000 +$309,000,000 +4.5% 01 Apr 2025 30 Jun 2025 10-Q 24 Jul 2025 2025 Q2
Q1 2025 $27,554,000,000 $6,172,000,000 -$254,000,000 -4% 01 Jan 2025 31 Mar 2025 10-Q 25 Apr 2025 2025 Q1
Q4 2024 $27,808,000,000 $7,363,000,000 -$356,000,000 -4.6% 01 Oct 2024 31 Dec 2024 10-K 05 Feb 2026 2025 FY
Q3 2024 $28,164,000,000 $7,227,000,000 +$343,000,000 +5% 01 Jul 2024 30 Sep 2024 10-Q 30 Oct 2025 2025 Q3
Q2 2024 $27,821,000,000 $6,792,000,000 +$11,000,000 +0.16% 01 Apr 2024 30 Jun 2024 10-Q 24 Jul 2025 2025 Q2
Q1 2024 $27,810,000,000 $6,426,000,000 -$107,000,000 -1.6% 01 Jan 2024 31 Mar 2024 10-Q 25 Apr 2025 2025 Q1
Q4 2023 $27,917,000,000 $7,719,000,000 +$536,000,000 +7.5% 01 Oct 2023 31 Dec 2023 10-K 05 Feb 2026 2025 FY
Q3 2023 $27,381,000,000 $6,884,000,000 -$45,000,000 -0.65% 01 Jul 2023 30 Sep 2023 10-Q 30 Oct 2024 2024 Q3
Q2 2023 $27,426,000,000 $6,781,000,000 +$151,000,000 +2.3% 01 Apr 2023 30 Jun 2023 10-Q 24 Jul 2024 2024 Q2
Q1 2023 $27,275,000,000 $6,533,000,000 +$708,000,000 +12% 01 Jan 2023 31 Mar 2023 10-Q 26 Apr 2024 2024 Q1
Q4 2022 $26,567,000,000 $7,183,000,000 -$421,000,000 -5.5% 01 Oct 2022 31 Dec 2022 10-K 05 Feb 2025 2024 FY
Q3 2022 $26,988,000,000 $6,929,000,000 +$1,413,000,000 +26% 01 Jul 2022 30 Sep 2022 10-Q 25 Oct 2023 2023 Q3
Q2 2022 $25,575,000,000 $6,630,000,000 +$1,354,000,000 +26% 01 Apr 2022 30 Jun 2022 10-Q 26 Jul 2023 2023 Q2
Q1 2022 $24,221,000,000 $5,825,000,000 +$1,309,000,000 +29% 01 Jan 2022 31 Mar 2022 10-Q 26 Apr 2023 2023 Q1
Q4 2021 $22,912,000,000 $7,604,000,000 +$2,290,000,000 +43% 01 Oct 2021 31 Dec 2021 10-K 31 Jan 2024 2023 FY
Q3 2021 $20,622,000,000 $5,516,000,000 +$1,285,000,000 +30% 01 Jul 2021 30 Sep 2021 10-Q 26 Oct 2022 2022 Q3
Q2 2021 $19,337,000,000 $5,276,000,000 +$1,375,000,000 +35% 01 Apr 2021 30 Jun 2021 10-Q 27 Jul 2022 2022 Q2
Q1 2021 $17,962,000,000 $4,516,000,000 +$16,000,000 +0.36% 01 Jan 2021 31 Mar 2021 10-Q 27 Apr 2022 2022 Q1
Q4 2020 $17,946,000,000 $5,314,000,000 -$424,000,000 -7.4% 01 Oct 2020 31 Dec 2020 10-K 03 Feb 2023 2022 FY
Q3 2020 $18,370,000,000 $4,231,000,000 -$378,000,000 -8.2% 01 Jul 2020 30 Sep 2020 10-Q 27 Oct 2021 2021 Q3
Q2 2020 $18,748,000,000 $3,901,000,000 -$311,000,000 -7.4% 01 Apr 2020 30 Jun 2020 10-Q 28 Jul 2021 2021 Q2
Q1 2020 $19,059,000,000 $4,500,000,000 +$595,000,000 +15% 01 Jan 2020 31 Mar 2020 10-Q 28 Apr 2021 2021 Q1
Q4 2019 $18,464,000,000 $5,738,000,000 +$638,000,000 +13% 01 Oct 2019 31 Dec 2019 10-K 02 Feb 2022 2021 FY
Q3 2019 $17,826,000,000 $4,609,000,000 +$760,000,000 +20% 01 Jul 2019 30 Sep 2019 10-Q 30 Oct 2020 2020 Q3
Q2 2019 $17,066,000,000 $4,212,000,000 +$432,000,000 +11% 01 Apr 2019 30 Jun 2019 10-Q 31 Jul 2020 2020 Q2
Q1 2019 $16,634,000,000 $3,905,000,000 +$301,000,000 +8.4% 01 Jan 2019 31 Mar 2019 10-Q 29 Apr 2020 2020 Q1
Q4 2018 $16,333,000,000 $5,100,000,000 +$790,000,000 +18% 01 Oct 2018 31 Dec 2018 10-K 03 Feb 2021 2020 FY
Q3 2018 $15,543,000,000 $3,849,000,000 +$807,000,000 +27% 01 Jul 2018 30 Sep 2018 10-Q 29 Oct 2019 2019 Q3
Q2 2018 $14,736,000,000 $3,780,000,000 +$883,000,000 +30% 01 Apr 2018 30 Jun 2018 10-Q 26 Jul 2019 2019 Q2
Q1 2018 $13,853,000,000 $3,604,000,000 +$960,000,000 +36% 01 Jan 2018 31 Mar 2018 10-Q 30 Apr 2019 2019 Q1
Q4 2017 $12,893,000,000 $4,310,000,000 +$1,192,000,000 +38% 01 Oct 2017 31 Dec 2017 10-K 04 Feb 2020 2019 FY
Q3 2017 $11,701,000,000 $3,042,000,000 +$477,000,000 +19% 01 Jul 2017 30 Sep 2017 10-Q 26 Oct 2018 2018 Q3
Q2 2017 $11,224,000,000 $2,897,000,000 +$482,000,000 +20% 01 Apr 2017 30 Jun 2017 10-Q 24 Jul 2018 2018 Q2
Q1 2017 $10,742,000,000 $2,644,000,000 +$257,000,000 +11% 01 Jan 2017 31 Mar 2017 10-Q 24 Apr 2018 2018 Q1
Q4 2016 $10,485,000,000 $3,118,000,000 +$439,000,000 +16% 01 Oct 2016 31 Dec 2016 10-K 05 Feb 2019 2018 FY
Q3 2016 $10,046,000,000 $2,565,000,000 +$342,000,000 +15% 01 Jul 2016 30 Sep 2016 10-Q 27 Oct 2017 2017 Q3
Q2 2016 $9,704,000,000 $2,415,000,000 +$335,000,000 +16% 01 Apr 2016 30 Jun 2016 10-Q 25 Jul 2017 2017 Q2
Q1 2016 $9,369,000,000 $2,387,000,000 +$322,000,000 +16% 01 Jan 2016 31 Mar 2016 10-Q 02 May 2017 2017 Q1
Q4 2015 $9,047,000,000 $2,679,000,000 01 Oct 2015 31 Dec 2015 10-K 06 Feb 2018 2017 FY
Q3 2015 $2,223,000,000 +$139,000,000 +6.7% 01 Jul 2015 30 Sep 2015 10-Q 03 Nov 2016 2016 Q3
Q2 2015 $2,080,000,000 01 Apr 2015 30 Jun 2015 10-Q 04 Aug 2016 2016 Q2
Q1 2015 $2,065,000,000 01 Jan 2015 31 Mar 2015 10-Q 03 May 2016 2016 Q1
Q3 2014 $2,084,000,000 01 Jul 2014 30 Sep 2014 10-Q 29 Oct 2015 2015 Q3

Alphabet Inc. Annual Selling and Marketing Expense (USD)

Period Value YoY Chg Change % Start Date End Date Report Filed Fiscal Year Fiscal Period
2025 $28,693,000,000 +$885,000,000 +3.2% 01 Jan 2025 31 Dec 2025 10-K 05 Feb 2026 2025 FY
2024 $27,808,000,000 -$109,000,000 -0.39% 01 Jan 2024 31 Dec 2024 10-K 05 Feb 2026 2025 FY
2023 $27,917,000,000 +$1,350,000,000 +5.1% 01 Jan 2023 31 Dec 2023 10-K 05 Feb 2026 2025 FY
2022 $26,567,000,000 +$3,655,000,000 +16% 01 Jan 2022 31 Dec 2022 10-K 05 Feb 2025 2024 FY
2021 $22,912,000,000 +$4,966,000,000 +28% 01 Jan 2021 31 Dec 2021 10-K 31 Jan 2024 2023 FY
2020 $17,946,000,000 -$518,000,000 -2.8% 01 Jan 2020 31 Dec 2020 10-K 03 Feb 2023 2022 FY
2019 $18,464,000,000 +$2,131,000,000 +13% 01 Jan 2019 31 Dec 2019 10-K 02 Feb 2022 2021 FY
2018 $16,333,000,000 +$3,440,000,000 +27% 01 Jan 2018 31 Dec 2018 10-K 03 Feb 2021 2020 FY
2017 $12,893,000,000 +$2,408,000,000 +23% 01 Jan 2017 31 Dec 2017 10-K 04 Feb 2020 2019 FY
2016 $10,485,000,000 +$1,438,000,000 +16% 01 Jan 2016 31 Dec 2016 10-K 05 Feb 2019 2018 FY
2015 $9,047,000,000 +$916,000,000 +11% 01 Jan 2015 31 Dec 2015 10-K 06 Feb 2018 2017 FY
2014 $8,131,000,000 +$1,577,000,000 +24% 01 Jan 2014 31 Dec 2014 10-K 03 Feb 2017 2016 FY
2013 $6,554,000,000 01 Jan 2013 31 Dec 2013 8-K 03 May 2016 2015 FY
* An asterisk sign (*) next to the value indicates that the value is likely invalid.