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1H2025Amazon
RetailMedia
Aninsidelookathowbrandsareshowingupattheleadingretailmedianetwork
SensorTower|OurCustomers
ToppublisherstrustSensorTowerinsightstogrowtheirbusiness
GoogleEuropeancommissionOREAL
European
commission
OREAL
HERSHEYAROVIOdepop
HERSHEY
AROVIO
depop
petco
walmart*
walmart*
OMetoOUTFiT7Get
OMeto
OUTFiT7
Gett.
llByteDance
popeyesNBAWARNERBROS.GAMESTencen
popeyes
NBA
WARNERBROS.
GAMES
Tencen宁腾讯
Revolut
Revolut
Note:Toppublishersbyappstorerevenue|Source:SensorTower
-AllRightsReserved
2
AmazonRetailMedia
KeyTakeaways
AmazonLedonScale,
EspeciallyinAdvertiserCount
Amazonreceivedfarmoreadspendthananyotherretailerin1H2025,butitsrealstrengthwasin
attractingover9,500advertisers,nearly9xmorethanthenextclosestretailer.
OnSiteDisplayDominatedAmazon’sMediaMix
AdvertisersprioritizedOnSiteDisplayatafarhigherratethananyotherretailer,suggestingthatAmazonisprimarilybeingusedtodrivelower-funnel
conversion.
CPGEssentialsandTechBrandsDrovetheMajorityofInvestment
TopadvertisersincludedSamsung,Unilever,andL’Oréal,withmostspendconcentratedincore
categorieslikepersonalcare,electronics,andfoodbeverages.
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.
3?SensorT-oAwlleiIgnARlsdReserved
3
?SensorT-oAwlleiIgnt.ARleleisdReserved
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