We have seen both Sony and MS purchase exclusive advertising this gen, which usually comes with an exclusive bundle, as well.  However, it doesn't seem like MS is even benefitting from these deals anymore.  MS previously purchased exclusive advertising for COD:Ghosts and Madden 15, both of which went on to sell better on the PS4, and it didn't help the One's sales boost above the PS4, either. 

MS has also purchased exclusive advertising for Fifa 15 and COD:AW, both having their own bundles.  However, if we look at Amazon listings, it seems like that fact hasn't really helped the One's situation, and it looks like the PS4 will still most the most, HW and SW-wise. 

Amazon US Besellers Sept. 2014

PS4 Fifa 15 - #20
PS4 Fifa 15 UT Ed - #22
XBO Fifa 15 UT Ed - #61
XBO Fifa 15 - #85
XBO COD:AW #96

The Fifa and COD bundles are not in the Top 100.

Amazon US Bestsellers 2014

No Fifa 15 or COD:AW SKU has made into the Top 100 for the year.

Amazon CA Bestsellers Sept 2014

PS4 Fifa 15 UT Ed - #42
PS4 Fifa 15 - #76

No COD SKUs or XBO SKUs are in the Top 100.

Amazon CA Bestsellers 2014

No Fifa or COD SKUs are in the Top 100.

Amazon DE Bestsellers Sept 2014

PS4 Fifa 15 - #1
XBO Fifa 15 - #14
PS4 Fifa 15 UT Ed - #47
PS4 COD:AW - #52
XBO Fifa 15 UT Ed - #66
XBO Fifa 15 Bundle - 67

The COD bundle is not in the Top 100.

Amazon DE Bestsellers 2014

PS4 Fifa 15 - #3
PS4 Fifa 15 UT Ed - #27

No COD SKUs or XBO Fifa SKUs are in the Top 100.

Amazon FR Bestsellers Sept 2014

PS4 Fifa 15 - #3
XBO Fifa 15 - #14
XBO Fifa UT Ed - #34
PS4 COD:AW - #35
PS4 Fifa UT Ed - #38
XBO Fifa 15 Bundle - #54
XBO COD:AW - #58

The COD SKU is not in the Top 100.

Amazon FR Bestsellers 2014

PS4 Fifa 15 - #17

No COD SKUs or XBO Fifa SKUs are in the Top 100.

Things do look better in the UK, though:

Amazon UK Bestsellers Sept 2014

PS4 Fifa 15 UT Ed - #1
PS4 Fifa 15 - #4
XBO Fifa 15 UT Ed - #5
XBO Fifa 15 - #10
XBO Fifa 15 Bundle - #21
PS4 COD:AW - #28
XBO COD:AW - #35

The COD:AW Bundle is not in the Top 100.

Amazon UK Bestsellers 2014

PS4 Fifa 15 UT Ed - #6
XBO Fifa 15 UT Ed - #14
PS4 Fifa 15 - #15
PS4 COD:AW - #67
XBO Fifa 15 - #70
XBO COD:AW - #81

The Fifa and COD bundles are not in the Top 100.

In my opinion, it seems MS is just wasting millions on these deals, with little to nothing to show for it.  It seems the PS4 versions of these games, as well as the HW, are just destined to sell more. On a related note, it seems we are also seeing the sharp decline of the COD franchise this gen.  I don't think I have ever seen a COD so low in the Top 100 on Amazon (or sometimes not even in the Top 100), especially in the US and UK, with less than two weeks to go (sorry, got the release dates mixed up.)  Also makes me think that MS wasted money on a dying franchise.  Thoughts?

I think Microsoft just likes buying things. Like it gives them joy to spend money.

Well, you realy put effort to prove your point.

Good jobs, you know better than a multi billion company.

You mean like they like to flaunt it?  Maybe.  BTW, are you surprised by how badly COD has declined since Ghosts?

dont think its a waste imagine if they didnt have these exclusive deals they cant just sit back and do nothing as for COD dont think its a dying franchise and AW sales will surprise

dont blame the consumer ghost sucked once AW releases and the reviews and word are out besides gta5 it will be the most sold game this year

IDK about that.  Like I said, I have never seen COD perform this poorly on the Bestsellers lists.  I know we still have a month til launch, but usually it would still be much higher on the yearly list by now.  I'm not saying it will sell horribly, just not as well as previous versions.

I think its a waste of money. 

sometimes I feel bad for you.... being a multibillion dollar company doesn't mean that you aren't or can't be stupid. Regardless of all their multibillion dollarness it didn't stop MS from bundling kinect with every XB1 and the whole DRM fiasco. The fact they have reversed all those decisions clearly proves that every single person that said those were bad ideas "knew better than them".

And pls, put your seemingly blind bias aside for once and just try and have a constructive conversation. Look at the facts. What are the reasons for these marketing deals? Why would any company pay for exclusive marketing and bundles? Now answer those questions in your head. Then ask yourself this one.

The answers you got in your head; are those the results MS have got with for any of these XB1 deals?

To OP: What I think about COD is that the franchise should have taken last year off and start a new gen again with this years COD:AW for next gen consoles only. Yes they would have lost a lot of money from last years game, but they would have saved the value of the franchise. Now people are looking at or for other new IPs. And COD, especially being cross gen, just doesn't feel new enough.

If the premise is, "if they're not winning, it's not worth it," then I think that's faulty. The goal with any business is growth--for that to happen, you have to keep moving forward. It's not like they're going to stop trying to sell consoles because they're in second place.

Granted, it was yet another scoop of bad luck for Microsoft that this appears to be a very down year for CoD. Obviously, we can't call it a trend yet, but it does merit attention.