2025上半年亚马逊零售媒体报告-SensorTower

1H2025Amazon

RetailMedia

Aninsidelookathowbrandsareshowingupattheleadingretailmedianetwork

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AmazonRetailMedia

KeyTakeaways

AmazonLedonScale,

EspeciallyinAdvertiserCount

Amazonreceivedfarmoreadspendthananyotherretailerin1H2025,butitsrealstrengthwasin

attractingover9,500advertisers,nearly9xmorethanthenextclosestretailer.

OnSiteDisplayDominatedAmazon’sMediaMix

AdvertisersprioritizedOnSiteDisplayatafarhigherratethananyotherretailer,suggestingthatAmazonisprimarilybeingusedtodrivelower-funnel

conversion.

CPGEssentialsandTechBrandsDrovetheMajorityofInvestment

TopadvertisersincludedSamsung,Unilever,andL’Oréal,withmostspendconcentratedincore

categorieslikepersonalcare,electronics,andfood&beverages.

MostAdsFollowedaFamiliar,Conversion-FocusedFormula

Mostcreativewasfairlyhomogenous,often

featuringdiscounts,coupons,anda“ShopNow”CTA,reinforcingaperformance-drivenapproach.

MonthlySwingswereDrivenby

Advertisers,LessHolidayFocused

Unlikeotherretailerspushingseasonalthemesthatareretailer-wide,Amazon’smonthlyadspend

swingsweretypicallydrivenbyindividualbrandcampaigns.

FewBrandsEmbracedaFull-FunnelStrategy

Fewadvertisersactivatedacrossmultiplechannelsorembracedupper-funnelobjectives,leavingroomforbrandstodifferentiatewithmoreholisticcampaigns.

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TableofContents

KeyTakeaways03Introduction05 SensorTower'sRetailMediaInsights06 ContextualizingAmazon'sScale07 TopAdvertisers&Categories11 ActivationStrategiesatAmazon15

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ThisreportisyourinsidelookatAmazon’sretailmedialandscape

Retailmediaisthefastestgrowingforceindigitaladvertising,andAmazonisattheforefront,withadspendthatfaroutpacesallotherretailers.

UsingdatafromSensorTower’sRetailMediaInsights,thisreportexploreshowadvertisersareshowingupatAmazon,includingthechannelandcreativestrategiesthey’reusingtodriveperformance.Whetheryou’reevaluatingretailpartnersorlookingtooptimizingyoureffortsatAmazon,theseinsightswillhelpyouunderstandAmazon’sroleintoday’smediaplansandidentifywherenewopportunitiesmaylie.

We’lltakeacloserlookat:

•Amazon’sscalerelativetootherRMNs

•Topadvertisers&categories

•Channelmixes

•Creativestrategies

•AnearlylookatPrimeDayadvertising

•Andmore!

AreyoureadytounlockthefullpotentialofretailmediaatAmazon?

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SensorTower's

RetailMediaInsights

RetailMediaInsightsisthe

firstandonlyadintelligenceproducttomeasureco-

brandedadvertisingonretailmedia,solvingacriticalblindspotformarketers.

LearnMore&RequestaDemoHere

AboutthisData

ThisreportispoweredbySensorTower'sRetailMediaInsights,amarketingintelligenceproductthatprovidesfullvisibilityintotheco-brandeddigitaladvertisingecosystemandretailmedianetworks.Customizedmarketing

insightsreportsempowerbrandswithaviewintospend,mediamix,impressionsandshareofvoicefordisplay,video,mobile,OTT,andpaidsocialacrosstheirselectedretailpartnersandcompetitors.

Co-BrandedAdvertisingExamples

Retailer:Amazon

Advertiser:Samsung

Retailer:Amazon

Advertiser:Dove

Retailer:Amazon

Advertiser:L'Oréal

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ContextualizingAmazon'sScale

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TopRetailMediaNetworks

TopRMNs:Jan-Jun2025

RetailMediaSpend,Top8Shown,USOnly

Amazon

Walmart

Chewy

HomeDepot

Target

Uber

Sephora

Instacart

Kroger

Lowe's

$618M

$236M

$105M

$66M

$65M

$60M

$53M

$40M

$39M

$37M

In1H2025,Amazon

capturedover2xthead

spendofanyotherretailer

Amazonwasthetop-performingretailmedianetwork(RMN)byawidemarginin1H2025,receivingatotalof$618Minadvertisingspend.That’smorethandoubletheamountreceivedbyWalmart($236M)andnearlysixtimesthetotalinvestmentatChewy($105M),the

2ndand3rdrankedretailers.

Theremaininglistoftopretailerseachbroughtinlessthan$100Mduringthesameperiod,highlightingtheremarkablescaleofAmazon’smarketposition.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

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NumberofAdvertisers

#ofAdvertisersbyRetailer

January-June2025,Top8Shown,USOnly

Amazon

Walmart

Target

HomeDepot

Sam'sClub

Albertsons

Macy's

Lowe's

1,076

564

333

228

223

9,542

Amazon’sleadwasevenlargerwhenitcomestovolumeofadvertisers

WhileAmazonledallretailersinadspendduringthefirsthalfoftheyear,theirdominancewasevenmorepronouncedwhenviewedthroughthelensof

advertisercount.

In1H2025,9,542uniqueadvertisersrancampaignsonAmazon,nearly9timesmorethanWalmart,whosawthesecond-highesttotalat1,076.Bigboxretailers

rankedhigh,benefitingfromtheirbroadcoverageacrossproductcategories.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

NumberofAdvertisers

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Formosttopadvertisers,Amazonwasnotthe

primaryretailpartner

Interestingly,whileAmazonledtheindustryintotaladspend,theywererarelythetopretailpartnerforleadingadvertisers.

Nestlé,forexample,dedicatedonly16%oftheir

industry-leadingspendtoAmazon,whileallocatingnearlyhalftoChewy.Similarly,L’Oréalprioritized

Sephora&Ulta,andP&GleanedmoreheavilyintoWalmart.

WhileAmazonremainsanimportantpartofthemix,likelyfordrivingconversion,thisdatasuggeststhatAmazonisnotnecessarilyatthecenterofmost

brands’broaderretailmediastrategy.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

ShareofWallet(SOW)byRetailer

%of1H2025RetailMediaSpend,Top10AdvertisersShown

Amazon●WalmartChewyHomeDepotTargetSephora

Nestlé MarsL’Oréal

Procter&GambleUnilever

GeneralMillsSamsung

Colgate-Palmolive

BoehringerIngelheimKenvue

●BestBuy●Ulta●Other

16%15%48%10%12%

3%6%68%23%

21%8%3%25%25%19%

18%35%1%12%32%

30%27%15%10%1%16%

1%19%51%1%29%

40%1%27%28%4%

26%3%35%35%

1%99%

6%68%3%23%

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TopAdvertisers&Categories

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TopAdvertisers

Amazon:TopAdvertisers

Jan-Jun2025RetailMediaSpend,Top10AdvertisersShown

Samsung

Unilever

PelotonL'OréalNestlé

Procter&Gamble

Colgate-Palmolive

e.l.f.Beauty

Duracell

Apple

In1H2025,CPGandtechbrandsledthechargeatAmazon

Amazon’stopadvertisersinthefirsthalfof2025

reflecttheretailer’swidecategoryappeal.Samsungtoppedthelistwith$7.1Minadspend,asthey

promotedeverythingfromGalaxydevicestogamingmonitorsandTVs.Unileverfollowedat$5.7M,ledbya$2.2McampaignforDove.

TheremaininglistoftopspendersfeaturedseverallargeCPGcompanies,likeL’Oréal,Nestlé,Proctor&Gamble,andColgate,whoallusedAmazonto

promoteawiderangeofproducts.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

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TopProductCategories

Amazon:TopProductCategories

Jan-Jun2025RetailMediaSpend,Top10CategoriesShown

PersonalCare

OtherShopping

Computers&ConsumerElectronics

Home&GardenShopping

Food&Beverages

Vitamins&Supplements

PetSupplies

Apparel

Health&Wellness

HouseholdSupplies

Thetopcategoriesat

Amazonreflectboth

everydayessentialsandbigger-tickettech

In1H2025atAmazon,PersonalCareledallcategorieswith$38Minadspend,drivenbycampaignsfrom

brandslikeL’OréalandColgate.Computers&

ConsumerElectronicsrankedthirdat$23M,ledby

SamsungandLG.Overall,thetopcategoriesprimarilyrepresentedamixofpersonalandhouseholdstaples.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand,wherethe

productisunidentifiable,ortheadvertisersarenotcurrentlytrackedbySensorTower

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MonthlyTrending

MonthlyfluctuationsatAmazontendtobe

campaign-driven,ratherthanbasedonholidays

AtAmazon,monthlyspendfluctuationstendtobe

drivenbyindividualadvertisercampaigns,ratherthanretailer-wideseasonalpushes,likewhatweoftenseeatWalmartandTargetsurroundingkeyholidays.

InJanuary,forexample,L’Oréalranawinter-focused

skincarecampaignforCeraVe,drivingaspikeinthe

Skincarecategory.InMarch,VitalEssentialspromotedaspringsaleondogtreats,increasingPetSupplies.AlsoinMarch,Home&GardenspendjumpedwhenFiskarslauncheda$1.2Mcampaignforspringyardcleanup.

Whilesomesubtleseasonalthemeswerepresent,

month-to-monthchangesweremostoftenbrand-led,ratherthanpartofalargereffortfromAmazon.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand,wherethe

productisunidentifiable,ortheadvertisersarenotcurrentlytrackedbySensorTower

SeasonalityatAmazon:MonthlybyCategory

Jan-Jun2025RetailMediaSpend,SelectCategoriesShown

$4M

$3.5M

$3M

$2.5M

$2M

$1.5M

$1M

$0.5M

JanFebMarAprMayJun

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ActivationStrategiesatAmazon

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HalfofAmazon’sspend

occurredOnSite,farmorethananyotherretailer

Whenadvertisingonretailmedia,brandscanchoosebetweenOnSiteadsthatrunonaretailerIsowned

propertiesandOffSiteadsthatappearonplatformslikesocialmediaorOTT.

In1H2025,halfofAmazon’sspendranOnSite,far

morethananyotherretailer.Thissuggeststhat

brandsprimarilyviewAmazon’sRMNasachancetoconnectwithhigh-intentshopperswhilethey’re

activitybrowsingandbuying.

OnSitevs.OffSite

OnSitevs.OffSiteSpend

%ofJan-Jun2025RetailMediaSpend,Top10OnSiteRetailersShown

●OnSite●OffSite

Amazon BestBuy WalmartDollarGeneralTarget

MeijerSam'sClubCVSHealthMacy's

Lowe's

50%50%

17%83%

16%84%

8%92%

6%94%

3%97%

3%97%

3%97%

3%97%

3%97%

Definitions:

OnSite:AdsdisplayedontheretailerIswebsite(forexample,adsdisplayedonW).Notethatthisincludesonsitedisplayonly,notinclusiveofsearch,sponsoredresults,orproprietaryadunitsperretailer.

OffSite:Adsdisplayedonotherwebsites,socialmediaplatforms,orOTT.Forexample,thisincludesco-brandedadvertisementsonFacebook,TikTok,andYouTube.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

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ChannelStrategies

ChannelMixbyRetailer

%ofJan-Jun2025RetailMediaSpend,TopRetailersShown

OnSiteDisplayOffSiteDisplayFacebookInstagramTikTokOTT

Amazon

Walmart

Chewy

HomeDepot

Target

Uber

Sephora

Instacart

YouTube●VideowOther

49%5%21%4%3%3%3%9%3%

16%2%28%8%15%20%9%2%

1%40%6%12%30%11%

5%36%18%1%30%5%5%

6%6%37%7%15%16%10%2%1%

20%6%17%20%28%2%7%

3%19%8%20%39%10%1%

41%7%1%7%40%4%

Channelstrategiesat

Amazonoftenlackedthediversityseenatother

retailers

Whencomparingtheoverallchannelmixesatthe8

largestRMNs,Amazonstandsoutfortheirheavy

relianceonOnSiteDisplay,whichaccountedfor

nearlyhalfoftheiradvertisingdollars.Incontrast,

advertiserstookamorebalancedapproachatotherretailers,distributingtheirinvestmentmore

holisticallyacrossdisplay,social,andvideochannels.

Overall,channelstrategiesatAmazonappear

narrowerandmoreconversionfocused,comparedtothemorediversemixesseenatotherretailers.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

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CreativeStrategies

MostAmazonads

followedfamiliarformatsandmessagingthemes

Theexamplesshownhererepresentthemost

commoncreativetypesthatbrandsranatAmazon,mostofwhichwereOnSiteDisplayunitsfocusedonconversion.Advertiserstypicallyusedthese

placementstopromotediscounts,coupons,and

subscriptionsavings,oftenpairedwithastrongCTAlike“Shopnow.”

WhilethesetacticsalignwithAmazon’sstrengthtodrivesales,thecreativeapproachisfairlyformulaic,whichmaypresentanopportunityforbrandsto

differentiatethroughmorestorytelling,brand-buildingcreative.

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

Amazon:SampleofCommonCreativeFormatsSelectExamplesShown

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FullFunnelExample

ChipsAhoydemonstratedwhatafull-funnelstrategycanlooklikeatAmazon

WhilemostadvertisersatAmazonfocusedonlower-

funneltactics,ChipsAhoydemonstratedhowtoexecuteafull-funnelapproachwithinAmazon’sRMN.ChipsAhoysharedafun,engagingbrandcampaignwithataglineof“HereforHappy,”usingOffSiteDisplayandOTTtoreachaudiencesacrossthewebandonstreamingplatforms.ThesebrandingadsdrovetothegeneralChipsAhoy

landingpageatA.TheythenfollowedthroughwithOnSiteDisplayadsdrivingtospecificproductpagestoincreaseconversion.

Whilefewadvertiserstookthistypeofmulti-channelapproachin1H2025,thisChipsAhoyexample

demonstrateshowAmazoncansupportbothbrand-buildingandconversion,allwithinasingleecosystem.

Source:SensorTower'sRetailMediaInsights

Amazon:ChipsAhoyFullFunnelActivationJan-Jun2025

OfSiteDisplay

LandingPage

OTT

OnSiteDisplay

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AmazonPrimeDay

AmazonlaunchedearlyPrimeDayadsinJune,

withlittleparticipationfromoutsideadvertisers

IntheleaduptotheirPrimeDaysaleseventonJuly8-11,AmazonbeganbuildingexcitementinJunewitha“comingsoon”campaign.Notably,theearlyefforts

rarelyincludedanyspecificbrandsorproducts.

Instead,AmazonprimarilyfeaturedtheirownbrandwhilefocusingtheirmessagingonPrimeDayitself.

ThecenterpiecewasanOTTandYouTubecampaignfeaturingLebronJameswiththetagline“PrimeDayisComing.”AmazonalsousedOffSiteDisplayto

promotecategory-specificmessagingaroundfashion,whichincludedasmallAdidaslogo,oneoftheonly

appearancesofathird-partybrand.AmazonalsopromotedtheirBlinksecuritylineupwithasocialcampaignfor“EarlyPrimeDayDeals."

Source:SensorTower'sRetailMediaInsights

Note:Excludescaseswheretheretailerisadvertisingforitsownbrand

Amazon:PrimeDayAdvertisingJune2025

OTT

YouTube

Instagram

OfSiteDisplay

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