H1 '25 Amazon Retail Media: How Advertisers Are Showing Up

Amazon maintains its position as the dominant force in the retail media landscape, significantly outpacing competitors in ad expenditure and strategic utility. During the first half of 2025, the platform solidified its status as the premier retail media network, recording $618 million in total ad spend. This performance underscores the platform's effectiveness as a comprehensive marketing tool that supports brands across the entire consumer funnel, from initial awareness to final conversion.

The analysis reveals a diverse ecosystem of top-tier advertisers, with Samsung leading the rankings by promoting a broad portfolio of consumer electronics, including mobile devices, gaming monitors, and televisions. Consumer packaged goods brands also represent a significant portion of the platform’s activity. The data highlights how major corporations leverage the network to align with seasonal consumer behaviors, such as L’Oreal’s targeted winter skincare campaigns and the surge in Home and Garden advertising following spring-focused initiatives by brands like Fiskars.

Beyond broad spending trends, the findings illustrate the practical application of full-funnel marketing strategies on the platform. By examining specific case studies, such as the promotional tactics employed by Chips Ahoy, the analysis demonstrates how brands effectively utilize Amazon’s infrastructure to drive engagement. These insights provide a clear view of how global leaders in the digital space are navigating the complexities of retail media to maximize their return on investment within the current e-commerce environment.