1H 2025 Amazon Retail Media: An Inside Look at How Brands Are Showing Up

Amazon Retail Media dominated the first half of 2025, capturing $618 million in ad spend—more than double Walmart’s $236 million and nearly six times Chewy’s $105 million—while attracting 9,542 unique advertisers, a figure nine times larger than Walmart’s 1,076. The network’s scale is driven primarily by consumer packaged goods (CPG) and technology brands, with Samsung leading spend ($7.1 million), followed by Unilever ($5.7 million) and L’Oréal ($5.3 million). Top product categories reflected this focus: Personal Care ($38 million), Computers & Consumer Electronics ($23 million), and Food & Beverages ($19 million). Monthly spend patterns on Amazon are largely advertiser‑driven rather than retailer‑initiated, with brand campaigns such as L’Oréal’s winter skincare and Vital Essentials’ spring dog‑treat promotion creating sharp spikes.

Channel strategy analysis shows Amazon relies heavily on OnSite Display, accounting for 50 % of spend and 49 % of the network’s total advertising dollars, contrasting with a more balanced mix at competitors like Chewy and Home Depot. OffSite Display, social, and video placements are comparatively low, indicating a conversion‑focused approach that prioritizes high‑intent shoppers browsing Amazon’s own properties. Creative formats are largely formulaic, featuring “Shop Now” calls to action and discount messaging; only a few brands experiment with full‑funnel, multi‑channel activations such as Chips Ahoy’s combined OTT and OnSite strategy.

These insights, derived from Sensor Tower’s Retail Media Insights platform—which aggregates spend, media mix, and creative data across retail partners—highlight Amazon’s unparalleled reach and conversion orientation while pointing to opportunities for brands to differentiate through broader channel mixes and stronger brand‑building narratives.