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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Retail Media

Amazon Ads

Freemium

Amazon Ads is Amazon's advertising platform for reaching shoppers and audiences across its store, streaming properties, and the wider web. Its products include self-service sponsored ads, Brand Stores, display and video formats, measurement tools, and Amazon DSP, with reporting tied closely to shopping activity. It is most useful for marketplace sellers, retail brands, and agencies that need commerce-oriented campaigns from product discovery through purchase.

Launchsponsored adsretail mediacommerce advertisingAmazon DSP

What it does

Amazon Ads monetizes the highest-intent audience in commerce: people actively shopping. Self-service sponsored formats are the core, with Sponsored Products placing individual listings in search results and product pages, Sponsored Brands showcasing brand and product collections, and Sponsored Display extending to audiences on and off Amazon. Brand Stores provide free branded storefronts. Amazon DSP opens programmatic buying across Amazon properties, Prime Video inventory, and the open web using Amazon's shopping signals. Measurement spans retail-aware metrics from ROAS to new-to-brand, with Amazon Marketing Cloud offering clean-room analysis for sophisticated advertisers. Sponsored Products auctions are keyword and product-targeted cost-per-click, making the entry mechanics familiar to search marketers.

Where it fits

Amazon Ads is the launch-stage core of retail media, where product content and reviews set the conversion rate that advertising spend then multiplies.

Core features

  • Sponsored Products, Brands, and Display self-service formats
  • Amazon DSP for programmatic and Prime Video reach
  • Brand Stores and creative shopping experiences
  • Retail metrics including new-to-brand reporting
  • Amazon Marketing Cloud clean-room analytics

Best for

  • Marketplace sellers defending and growing listing visibility
  • Brands selling through Amazon in any first or third party model
  • Agencies managing retail media as a performance channel

Beginner notes

  1. Fix the retail fundamentals first, because ads pointed at listings with weak images, content, or reviews pay for traffic that does not convert.
  2. Start with Sponsored Products on exact keywords and your own brand terms, then expand to discovery targeting as data accumulates.
  3. Watch total advertising cost of sales against organic rank movement, since well-run campaigns lift organic sales in ways per-campaign ROAS understates.
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Comparisons & guides featuring this tool

Concepts behind this tool

Retail Media Network

A retail media network is a retailer's owned advertising platform where brands pay to reach shoppers at the point of purchase.

Sponsored Product Ads

Sponsored product ads are pay-per-click listings that appear alongside organic results on a retailer's search and category pages.

Closed-Loop Measurement

Closed-loop measurement connects ad exposure directly to verified purchase data within the same retailer environment.

Commerce Media

Commerce media is advertising that uses shopping intent and purchase data to target buyers throughout their path to purchase, spanning retailer networks, financial data, and marketplace inventory.

In-Store Retail Media

In-store retail media is advertising displayed inside physical store locations — on screens, shelf-edge displays, and audio systems — sold by retailers to brands as an extension of their media network.

New-to-Brand (NTB)

New-to-brand (NTB) is a retail media metric that measures what share of purchases attributed to an ad were made by customers who had not bought from that brand in the past 12 months.

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Walmart Connect is Walmart's retail media platform for reaching shoppers across its digital properties and broader advertising ecosystem. Advertisers can run sponsored search, display, video, connected television, and offsite campaigns using Walmart purchase signals, then measure outcomes such as sales, new buyers, and return on ad spend. It is most relevant to brands and marketplace sellers that distribute through Walmart and need media activity tied closely to commerce results.

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Instacart Ads

Instacart Ads is Instacart's retail media platform for brands that want to influence grocery and convenience purchases near the point of sale. Its formats include sponsored products, display placements, promotions, and off-platform campaigns informed by shopping behavior across participating retailers, with reporting focused on product discovery and sales. It is especially useful for consumer packaged goods, food, beverage, household, and personal care marketers selling through the Instacart marketplace.

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Target Roundel

Roundel is Target's retail media business, connecting advertisers with Target shoppers through onsite, offsite, social, search, video, and connected television placements. Campaign planning and measurement use Target's commerce relationships and purchase signals to build audiences, personalize messages, and evaluate sales impact across channels. It fits established consumer brands and agency teams that sell through Target and want coordinated media programs around launches, seasonal moments, category growth, or household acquisition.

Retail Media