Amazon Q4 Earnings: Revenue Up 14%, AI Assistant Rufus Contributes $12 Billion in GMV

[Ebrun Exclusive] February 6th - Amazon has released its fourth-quarter financial results. In Q4, Amazon reported revenue of $213.386 billion, a 14% year-over-year increase; net profit was $21.192 billion, up 6% compared to the same period last year.

For the full year 2025, Amazon's total revenue reached $716.924 billion, a 12% increase from $637.959 billion in 2024; full-year net profit was $77.670 billion, surging 31% year-over-year.

Breaking down by business segment: In Retail, North American revenue for Q4 was $127.1 billion, a 10% increase, with net profit reaching $11.5 billion, up 24%. International revenue was $50.7 billion, growing 17%, but net profit was $1.0 billion, down 23%. Amazon's advertising business also maintained strong growth, with Q4 revenue of $21.317 billion, a 23% increase.

AWS revenue for the quarter was $35.6 billion, up 24%, with net profit of $12.5 billion, an 18% rise.

Throughout 2025, Amazon continued to heavily invest in its logistics network. Delivery speeds in rural US areas accelerated further, with the number of customers receiving same-day delivery monthly in these regions nearly doubling year-over-year. The number of items delivered the same day in the US grew by nearly 70% compared to the prior year, with close to 100 million customers having used the same-day delivery service.

Amazon is also expanding its Amazon Now ultra-fast delivery network in multiple markets: Amazon Now is now live in several cities in India, Mexico, and the UAE, and is being tested in select communities in the US and UK, offering delivery in 30 minutes or less.

Additionally, Amazon has expanded same-day grocery delivery to over 2,300 US cities and towns; in areas where the service is available, perishable items accounted for nine of the top ten best-selling products. Meanwhile, Amazon Pharmacy's same-day delivery now covers more than 3,000 US cities and towns.

The earnings report also highlighted progress on the AI assistant Rufus. Amazon disclosed that Rufus is now used by over 300 million customers, with user feedback exceeding internal expectations. Over the past year, it has contributed to an incremental annual sales increase of nearly $12 billion.

For the first quarter of 2026, Amazon expects revenue to be between $173.5 billion and $178.5 billion, representing year-over-year growth of 11% to 15%. Net profit is projected to be between $16.5 billion and $21.5 billion.