Amazon Retail Media dominated the market in 1H 2025 with $618 million in ad spend, significantly outpacing Walmart ($236 million) and Chewy ($105 million).
02
Amazon’s advertiser base is nine times larger than Walmart’s, hosting 9,542 unique advertisers compared to Walmart’s 1,076.
03
Samsung, Unilever, and L’Oréal were the top spenders in 1H 2025, contributing $7.1 million, $5.7 million, and $5.3 million respectively.
04
OnSite Display accounts for 50% of Amazon’s ad spend, reflecting a strategy heavily focused on capturing high-intent shoppers directly on its own platform.
05
Personal Care ($38 million), Computers & Consumer Electronics ($23 million), and Food & Beverages ($19 million) represent the top product categories for ad investment.
06
Monthly spend patterns are driven by specific brand campaigns, such as L’Oréal’s winter skincare and Vital Essentials’ spring promotions, rather than retailer-led initiatives.
07
Most brand creative remains formulaic with a focus on 'Shop Now' calls to action, leaving a gap for brands to differentiate through multi-channel strategies like OTT integration.
Insights
01
Amazon Retail Media dominated the market in 1H 2025 with $618 million in ad spend, significantly outpacing Walmart ($236 million) and Chewy ($105 million).
02
Amazon’s advertiser base is nine times larger than Walmart’s, hosting 9,542 unique advertisers compared to Walmart’s 1,076.
03
Samsung, Unilever, and L’Oréal were the top spenders in 1H 2025, contributing $7.1 million, $5.7 million, and $5.3 million respectively.
04
OnSite Display accounts for 50% of Amazon’s ad spend, reflecting a strategy heavily focused on capturing high-intent shoppers directly on its own platform.
05
Personal Care ($38 million), Computers & Consumer Electronics ($23 million), and Food & Beverages ($19 million) represent the top product categories for ad investment.
06
Monthly spend patterns are driven by specific brand campaigns, such as L’Oréal’s winter skincare and Vital Essentials’ spring promotions, rather than retailer-led initiatives.
07
Most brand creative remains formulaic with a focus on 'Shop Now' calls to action, leaving a gap for brands to differentiate through multi-channel strategies like OTT integration.