sensor Tower Dove glow Unilever amazon 1H 2025 Amazon 22 lb PURINA TIDY CATS MULTI-CAT CLUMPING LITTER DESIGNED FOR Retail Media litter-robot C SPECIALLY FORMULATED FOR THE PERFECT CYCLE™ An inside look at how brands are showing Chips CAhoy up at the leading retail media network HereforHappy

Sensor Tower | Our Customers Top publishers trust Sensor Tower insights to grow their business Gogc EA DISNEY anlazor PROVIO DOORDASH Walmart ELEVEN Microsoft SEGA SONY fetch Pizza @ Meta Gett ByteDano REWARDS Do &NRA CVS Note: Top publishers by app store revenue | Source: Sensor Tower

Amazon Retail Media Key Takeaways Amazon Led on Scale, CPG Essentials and Tech Brands Monthly Swings were Driven by Especially in Advertiser Count Drove the Majority of Investment Advertisers, Less Holiday Focused Amazon received far more ad spend than any other Top advertisers included Samsung, Unilever, and Unlike other retailers pushing seasonal themes that retailer in 1H 2025, but its real strength was in L’Oréal, with most spend concentrated in core are retailer-wide, Amazon’s monthly ad spend attracting over 9,500 advertisers, nearly 9x more than categories like personal care, electronics, and food swings were typically driven by individual brand the next closest retailer. & beverages. campaigns. AD OnSite Display Dominated Most Ads Followed a Familiar, Few Brands Embraced a Amazon’s Media Mix Conversion-Focused Formula Full-Funnel Strategy Advertisers prioritized OnSite Display at a far higher Most creative was fairly homogenous, often Few advertisers activated across multiple channels or rate than any other retailer, suggesting that Amazon featuring discounts, coupons, and a “Shop Now” embraced upper-funnel objectives, leaving room for is primarily being used to drive lower-funnel CTA, reinforcing a performance-driven approach. brands to differentiate with more holistic campaigns. conversion.

Table of Contents Key Takeaways 03 Introduction 05 Sensor Tower's Retail Media Insights 06 Contextualizing Amazon's Scale 07 Top Advertisers & Categories 11 Activation Strategies at Amazon 15

This report is your inside look at Amazon’s retail media landscape Retail media is the fastest growing force in digital advertising, and Amazon is at the forefront, with ad spend that far outpaces all other retailers. amazon Using data from Sensor Tower’s Retail Media Insights, this report explores how advertisers are showing up at Amazon, including the channel and creative strategies they’re using to drive performance. Whether you’re evaluating retail partners or looking to optimizing your efforts at Amazon, these insights will help you understand Amazon’s role in today’s media plans and identify where new opportunities may lie. We’ll take a closer look at: • Amazon’s scale relative to other RMNs • Top advertisers & categories • Channel mixes • Creative strategies • An early look at Prime Day advertising • And more! Are you ready to unlock the full potential of retail media at Amazon?

About this Data This report is powered by Sensor Tower's Retail Media Insights, a marketing intelligence product that provides full visibility into the co-branded digital advertising ecosystem and retail media networks. Customized marketing insights reports empower brands with a view into spend, media mix, impressions and share of voice for display, video, mobile, OTT, and paid social across their selected retail partners and competitors. Sensor Tower's Co-Branded Advertising Examples Retail Media Insights Amazon Beauty x Sponsored line, gloss, and go shop this nyx liner and e.I.f. lip oil SAMSUNG Pre-order now and get a SAMSUNG Galaxy S25 Ultra Cell Phone + $200 combo at the link in bio: @laviebychanel $200 Amazon Gift Card on us Amazon Gift Card, 256GB AI Smartphone, Unlocked