{"id":19581,"date":"2026-03-13T14:20:39","date_gmt":"2026-03-13T14:20:39","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=19581"},"modified":"2026-03-13T14:20:39","modified_gmt":"2026-03-13T14:20:39","slug":"amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/","title":{"rendered":"Amazon Ads strengthens retail media network as brands shift budgets to e-commerce advertising"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_1_Retail_Media_Driving_Amazons_Ad_Growth\" >\u00a01. Retail Media Driving Amazon\u2019s Ad Growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_2_New_Retail_Media_Tools_and_Services\" >\u00a02. New Retail Media Tools and Services<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Amazon_Retail_Ad_Service\" >\u00a0Amazon Retail Ad Service<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_3_Expanded_Ad_Formats_and_Targeting\" >\u00a03. Expanded Ad Formats and Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_4_Why_Brands_Are_Shifting_Budgets_to_E%E2%80%91commerce_Advertising\" >\u00a04. Why Brands Are Shifting Budgets to E\u2011commerce Advertising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_First%E2%80%91Party_Data_and_Shopper_Intent\" >\u00a0First\u2011Party Data and Shopper Intent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Closed%E2%80%91Loop_Attribution\" >\u00a0Closed\u2011Loop Attribution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Budget_Reallocation\" >\u00a0Budget Reallocation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Industry_Commentary\" >\u00a0Industry Commentary<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_On_Retail_Medias_Growing_Importance\" >\u00a0On Retail Media\u2019s Growing Importance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_On_Amazons_Strategy\" >\u00a0On Amazon\u2019s Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_On_Market_Competition\" >\u00a0On Market Competition<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Key_Takeaways\" >\u00a0Key Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#Amazon%E2%80%AFAds_strengthens_retail_media_network_as_brands_shift_budgets_to%E2%80%AFe%E2%80%91commerce_advertising_%E2%80%94_Case_Studies_and_Industry_Commentary\" >Amazon\u202fAds strengthens retail media network as brands shift budgets to\u202fe\u2011commerce advertising \u2014 Case Studies and Industry Commentary<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Case_Studies_Brands_Scaling_with_Amazon%E2%80%AFAds\" >\u00a0Case Studies: Brands Scaling with Amazon\u202fAds<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#1_Global_Snack_Brand_%E2%80%94_90%E2%80%AF_ROAS_Increase_with_Deep_Shopping_Insights\" >1. Global Snack Brand \u2014 90\u202f% ROAS Increase with Deep Shopping Insights<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#2_Global_Consumer_Healthcare_Brand_%E2%80%94_153%E2%80%AF_ROI_with_Full%E2%80%91Funnel_Retail_Media\" >2. Global Consumer Healthcare Brand \u2014 +153\u202f% ROI with Full\u2011Funnel Retail Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#3_Apparel_Brand_%E2%80%94_Cross%E2%80%91Channel_Sales_Attribution\" >3. Apparel Brand \u2014 Cross\u2011Channel Sales Attribution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#4_Smaller_Brands_%E2%80%94_Real%E2%80%91World_eCommerce_Growth_Examples\" >4. Smaller Brands \u2014 Real\u2011World eCommerce Growth Examples<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Industry_Comments_Why_Brands_Are_Shifting_Budgets_to_Amazon_Retail_Media\" >\u00a0Industry Comments: Why Brands Are Shifting Budgets to Amazon Retail Media<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Amazon_Is_the_Most_Widely_Used_Retail_Media_Network\" >\u00a0Amazon Is the Most Widely Used Retail Media Network<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Retail_Media_Reaches_Shoppers_at_the_Point_of_Purchase\" >\u00a0Retail Media Reaches Shoppers at the Point of Purchase<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_AI%E2%80%91Enhanced_Creative_and_Full%E2%80%91Funnel_Tools_Democratize_Access\" >\u00a0AI\u2011Enhanced Creative and Full\u2011Funnel Tools Democratize Access<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Retail_Media_Is_Reshaping_the_Advertising_Landscape\" >\u00a0Retail Media Is Reshaping the Advertising Landscape<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/#_Key_Takeaways-2\" >\u00a0Key Takeaways<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_1_Retail_Media_Driving_Amazons_Ad_Growth\"><\/span>\u00a01. Retail Media Driving Amazon\u2019s Ad Growth<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Amazon\u2019s advertising business has become a major revenue engine, driven by ads tied directly to its e\u2011commerce marketplace (search listings, product pages, shopping results) and expanding into entertainment and streaming.<\/p>\n<ul>\n<li>In 2025, <strong>Amazon Ads generated over\u202f$68\u202fbillion in ad revenue<\/strong>, growing about <strong>22% year\u2011over\u2011year<\/strong>. (<a title=\"Amazon\u2019s annual ad revenue passes $68B, boosted by full-funnel strategy | Marketing Dive\" href=\"https:\/\/www.marketingdive.com\/news\/amazon-annual-ad-revenue-passes-68b-boosted-by-full-funnel-strategy\/811569\/?utm_source=chatgpt.com\">Marketing Dive<\/a>)<\/li>\n<li>The company increasingly pushes a <strong>full\u2011funnel advertising strategy<\/strong> that spans product discovery to purchase, including sponsored products, display ads, video ads on Prime Video, and advanced DSP (demand\u2011side platform) capabilities. (<a title=\"Amazon's Full-Funnel makeover\" href=\"https:\/\/digiday.com\/marketing\/amazon-rebuilds-its-ad-machine-for-the-mass-market\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/li>\n<\/ul>\n<p>This growth reflects a broader industry trend where <strong>retail media is capturing ad dollars that traditional formats \u2014 like social and display \u2014 once dominated<\/strong>, because ads on retailer platforms reach customers already in \u201cbuy mode.\u201d (<a title=\"Evolution of commerce media networks in advertising | McKinsey\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-evolution-of-commerce-media-navigating-a-new-era-in-advertising?utm_source=chatgpt.com\">McKinsey &amp; Company<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_2_New_Retail_Media_Tools_and_Services\"><\/span>\u00a02. New Retail Media Tools and Services<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Amazon_Retail_Ad_Service\"><\/span>\u00a0Amazon Retail Ad Service<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Amazon launched the <strong>Retail Ad Service<\/strong>, a new ad\u2011tech solution that lets other online retailers use Amazon\u2019s advertising infrastructure to run ads on their own e\u2011commerce sites and apps. (<a title=\"Amazon Retail Ad Service - Retail Media Advertising Solution | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/retail-ad-service?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<p><strong>Key capabilities:<\/strong><\/p>\n<ul>\n<li>Retailers can <strong>serve contextual ads on search, browse, and product detail pages<\/strong> using Amazon\u2019s machine\u2011learning models. (<a title=\"Amazon Retail Ad Service - Retail Media Advertising Solution | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/retail-ad-service?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<li>Brands don\u2019t need to sell on Amazon to run ads \u2014 they can advertise across participating retail sites. (<a title=\"Amazon Retail Ad Service - Retail Media Advertising Solution | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/retail-ad-service?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<li>Detailed performance and reporting tools help advertisers track impressions, clicks, and ROAS for better measurement. (<a title=\"Amazon Retail Ad Service - Retail Media Advertising Solution | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/retail-ad-service?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<\/ul>\n<p>This product extends Amazon\u2019s retail media footprint into partner sites, allowing brands to <strong>reach customers outside Amazon\u2019s marketplace but still leverage Amazon\u2019s first\u2011party audience data<\/strong>.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_3_Expanded_Ad_Formats_and_Targeting\"><\/span>\u00a03. Expanded Ad Formats and Targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Amazon Ads continues developing <strong>next\u2011generation ad technology<\/strong> to help marketers reach authenticated shopping audiences with precision:<\/p>\n<ul>\n<li><strong>Enhanced Amazon DSP<\/strong> tools deliver full\u2011funnel reach \u2014 from awareness to conversion \u2014 across Amazon properties and third\u2011party publisher inventory. (<a title=\"Amazon-DSP-Announces-Next-Generation-Ad-Tech-for-Precise-Full-funnel-Reach-and-Performance - US Press Center\" href=\"https:\/\/press.aboutamazon.com\/2024\/10\/amazon-dsp-announces-next-generation-ad-tech-for-precise-full-funnel-reach-and-performance?utm_source=chatgpt.com\">US Press Center<\/a>)<\/li>\n<li><strong>AI\u2011powered automation<\/strong> (Performance+, predictive insights, frequency controls) helps streamline campaign setup and optimize toward KPIs such as ROAS and cost per acquisition. (<a title=\"Amazon-DSP-Announces-Next-Generation-Ad-Tech-for-Precise-Full-funnel-Reach-and-Performance - US Press Center\" href=\"https:\/\/press.aboutamazon.com\/2024\/10\/amazon-dsp-announces-next-generation-ad-tech-for-precise-full-funnel-reach-and-performance?utm_source=chatgpt.com\">US Press Center<\/a>)<\/li>\n<li>Expanded placements include <strong>streaming, display, and interactive video<\/strong> ad formats that help brands tell richer stories across entertainment and e\u2011commerce environments. (<a title=\"Amazon's Full-Funnel makeover\" href=\"https:\/\/digiday.com\/marketing\/amazon-rebuilds-its-ad-machine-for-the-mass-market\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/li>\n<\/ul>\n<p>These capabilities make Amazon Ads a more <strong>versatile advertising platform<\/strong> compared with traditional retail media networks that only sell sponsored products. (<a title=\"Amazon's Full-Funnel makeover\" href=\"https:\/\/digiday.com\/marketing\/amazon-rebuilds-its-ad-machine-for-the-mass-market\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_4_Why_Brands_Are_Shifting_Budgets_to_E%E2%80%91commerce_Advertising\"><\/span>\u00a04. Why Brands Are Shifting Budgets to E\u2011commerce Advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Several strategic forces are driving the shift:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_First%E2%80%91Party_Data_and_Shopper_Intent\"><\/span>\u00a0First\u2011Party Data and Shopper Intent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Retail media networks like Amazon\u2019s provide access to <strong>first\u2011party shopper data<\/strong>, offering advertisers clearer insight into purchase intent and customer journeys \u2014 something that third\u2011party cookie deprecation and privacy changes have weakened in traditional programmatic channels. (<a title=\"Evolution of commerce media networks in advertising | McKinsey\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-evolution-of-commerce-media-navigating-a-new-era-in-advertising?utm_source=chatgpt.com\">McKinsey &amp; Company<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Closed%E2%80%91Loop_Attribution\"><\/span>\u00a0Closed\u2011Loop Attribution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Because retail platform ads are directly tied to actual purchases, brands can <strong>track ROAS and conversions more precisely<\/strong> than on social or display networks, which often rely on indirect measurement methods. (<a title=\"retail media networks - why every company is becoming an ad network\" href=\"https:\/\/www.reddit.com\/r\/advertising\/comments\/1nt6bz3\/retail_media_networks_why_every_company_is\/?utm_source=chatgpt.com\">Reddit<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Budget_Reallocation\"><\/span>\u00a0Budget Reallocation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Industry research shows that <strong>retail media budgets are growing rapidly<\/strong>, with many marketers reallocating spend from social media, display, and search toward commerce platforms where ads happen closer to purchase. (<a title=\"Evolution of commerce media networks in advertising | McKinsey\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-evolution-of-commerce-media-navigating-a-new-era-in-advertising?utm_source=chatgpt.com\">McKinsey &amp; Company<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Industry_Commentary\"><\/span>\u00a0Industry Commentary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_On_Retail_Medias_Growing_Importance\"><\/span>\u00a0On Retail Media\u2019s Growing Importance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Retail media networks are recognized as a <strong>critical advertising frontier<\/strong> because they connect brands with shoppers who have <em>already expressed intent<\/em>. The rich first\u2011party insights and cross\u2011device tracking available on platforms like Amazon give advertisers more confidence in measurement and performance. (<a title=\"Evolution of commerce media networks in advertising | McKinsey\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-evolution-of-commerce-media-navigating-a-new-era-in-advertising?utm_source=chatgpt.com\">McKinsey &amp; Company<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_On_Amazons_Strategy\"><\/span>\u00a0On Amazon\u2019s Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cAmazon has gone from a marketplace with sponsored products to a <strong>comprehensive advertising ecosystem<\/strong> \u2014 spanning DSP, streaming ads, retail media services on partner sites, and full\u2011funnel audience tools.\u201d \u2014 Industry analysts note that this evolution is changing how brands plan digital media. (<a title=\"Amazon's Full-Funnel makeover\" href=\"https:\/\/digiday.com\/marketing\/amazon-rebuilds-its-ad-machine-for-the-mass-market\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_On_Market_Competition\"><\/span>\u00a0On Market Competition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Amazon\u2019s dominance in retail media is pushing other commerce platforms (like Walmart Connect, Instacart Ads, and Target Roundel) to expand their own retail media offerings. The result is a highly competitive retail advertising landscape where brands often use multiple networks to reach shoppers throughout the purchase journey. (<a title=\"Retail media\u2019s top 10 networks: who\u2019s shaping this $100bn ad frontier? | The Drum\" href=\"https:\/\/www.thedrum.com\/news\/retail-media-s-top-10-networks-who-s-shaping-100bn-ad-frontier?utm_source=chatgpt.com\">The Drum<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Takeaways\"><\/span>\u00a0Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Retail media is rapidly gaining ad dollars<\/strong> as brands seek performance tied directly to e\u2011commerce outcomes. (<a title=\"Evolution of commerce media networks in advertising | McKinsey\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-evolution-of-commerce-media-navigating-a-new-era-in-advertising?utm_source=chatgpt.com\">McKinsey &amp; Company<\/a>)<\/li>\n<li>Amazon is expanding its advertising ecosystem beyond its own marketplace \u2014 including tools that let other retailers leverage Amazon\u2019s ad tech. (<a title=\"Amazon Retail Ad Service - Retail Media Advertising Solution | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/retail-ad-service?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<li>New ad formats, first\u2011party data targeting, and AI\u2011driven full\u2011funnel tools are key reasons advertisers are shifting budgets. (<a title=\"Amazon-DSP-Announces-Next-Generation-Ad-Tech-for-Precise-Full-funnel-Reach-and-Performance - US Press Center\" href=\"https:\/\/press.aboutamazon.com\/2024\/10\/amazon-dsp-announces-next-generation-ad-tech-for-precise-full-funnel-reach-and-performance?utm_source=chatgpt.com\">US Press Center<\/a>)<\/li>\n<li>Amazon\u2019s strategy blends commerce, entertainment, and programmatic capabilities, making it a major destination for brands looking to capture purchase\u2011intent audiences. (<a title=\"Amazon's Full-Funnel makeover\" href=\"https:\/\/digiday.com\/marketing\/amazon-rebuilds-its-ad-machine-for-the-mass-market\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Amazon%E2%80%AFAds_strengthens_retail_media_network_as_brands_shift_budgets_to%E2%80%AFe%E2%80%91commerce_advertising_%E2%80%94_Case_Studies_and_Industry_Commentary\"><\/span>Amazon\u202fAds strengthens retail media network as brands shift budgets to\u202fe\u2011commerce advertising \u2014 <strong>Case Studies and Industry Commentary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As brands increasingly move marketing spend into e\u2011commerce environments where ads can be tied directly to shopping behavior and conversion, <strong>Amazon\u202fAds\u2019 retail media network<\/strong> has become one of the fastest\u2011growing advertising platforms globally. Retail media gives brands access to <em>first\u2011party shopper data<\/em> and full\u2011funnel measurement \u2014 key advantages compared with traditional display or social advertising. (<a title=\"How top brands boost sales: 5 Retail media network benefits\" href=\"https:\/\/impact.com\/partnerships\/benefits-of-retail-media-networks\/?utm_source=chatgpt.com\">impact.com<\/a>)<\/p>\n<p>Below are <strong>real case studies<\/strong> of brands using Amazon\u202fAds to drive measurable results, followed by <strong>industry comments<\/strong> explaining why so many marketers are shifting budgets toward Amazon\u2019s retail media ecosystem.<\/p>\n<hr \/>\n<h1><span class=\"ez-toc-section\" id=\"_Case_Studies_Brands_Scaling_with_Amazon%E2%80%AFAds\"><\/span>\u00a0Case Studies: Brands Scaling with Amazon\u202fAds<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h2><span class=\"ez-toc-section\" id=\"1_Global_Snack_Brand_%E2%80%94_90%E2%80%AF_ROAS_Increase_with_Deep_Shopping_Insights\"><\/span>1. Global Snack Brand \u2014 90\u202f% ROAS Increase with Deep Shopping Insights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A major snack brand partnered with <strong>Amazon Marketing Cloud (AMC)<\/strong> and Amazon\u202fDSP to dive deep into long\u2011term shopper behavior (five years of purchase signals) and segment audiences based on purchase patterns. (<a title=\"Snack brand boosts ROAS 90% with AMC\u2019s 5-year insights | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/en-gb\/library\/case-studies\/mars-united-snack-brand-campaign\/?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<p><strong>Strategy<\/strong><\/p>\n<ul>\n<li>Used Amazon\u2019s retail purchase data and advanced analytics<\/li>\n<li>Created behavioral segments (first\u2011time buyers, brand switchers, repeat shoppers)<\/li>\n<li>Ran tailored Amazon\u202fDSP campaigns for each segment<\/li>\n<\/ul>\n<p><strong>Results<\/strong><\/p>\n<ul>\n<li><strong>90\u202f% increase in return on ad spend (ROAS)<\/strong> compared with previous DSP performance<\/li>\n<li><strong>26\u202f% reduction in cost per thousand impressions (CPM)<\/strong><\/li>\n<li><strong>42\u202f% new\u2011to\u2011brand rate<\/strong> among variety shoppers<\/li>\n<\/ul>\n<p><strong>Insight:<\/strong><br \/>\nLeveraging deep shopper behavior and full\u2011funnel DSP targeting can unlock significant incremental value over traditional sponsored ads. (<a title=\"Snack brand boosts ROAS 90% with AMC\u2019s 5-year insights | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/en-gb\/library\/case-studies\/mars-united-snack-brand-campaign\/?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"2_Global_Consumer_Healthcare_Brand_%E2%80%94_153%E2%80%AF_ROI_with_Full%E2%80%91Funnel_Retail_Media\"><\/span>2. Global Consumer Healthcare Brand \u2014 +153\u202f% ROI with Full\u2011Funnel Retail Media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Haleon<\/strong> implemented a full\u2011funnel Amazon\u202fAds strategy combining multiple ad formats \u2014 including video, display, and sponsored placements \u2014 to engage audiences throughout the purchase journey. (<a title=\"Haleon's full-funnel success with Amazon Ads | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/haleon?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<p><strong>Strategy<\/strong><\/p>\n<ul>\n<li>Combined Prime Video, sponsored ads, display, and other Amazon media<\/li>\n<li>Measured impact across regions with rigorous reporting<\/li>\n<\/ul>\n<p><strong>Results<\/strong><\/p>\n<ul>\n<li><strong>153\u202f% improvement in ROI<\/strong> for full\u2011funnel campaigns<\/li>\n<li><strong>10\u00d7 increase in page views<\/strong> for campaigns using 3\u20134 ad formats vs. 1\u20132<\/li>\n<li><strong>10\u202f% lift in offline sales<\/strong>, showing broader brand impact<\/li>\n<\/ul>\n<p><strong>Insight:<\/strong><br \/>\nFull\u2011funnel retail media \u2014 not just bottom\u2011of\u2011funnel ads \u2014 can dramatically increase engagement and ROI across channels. (<a title=\"Haleon's full-funnel success with Amazon Ads | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/haleon?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"3_Apparel_Brand_%E2%80%94_Cross%E2%80%91Channel_Sales_Attribution\"><\/span>3. Apparel Brand \u2014 Cross\u2011Channel Sales Attribution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An apparel brand leveraged <strong>Omnichannel Metrics (OCM)<\/strong> and <strong>Marketing Mix Modeling (MMM)<\/strong> to measure Amazon\u202fAds\u2019 impact beyond the marketplace. (<a title=\"Apparel brand validates Amazon Ads impact with OCM and MMM | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/ocm-mmm?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<p><strong>Strategy<\/strong><\/p>\n<ul>\n<li>Combined Amazon DSP with sponsored and display campaigns<\/li>\n<li>Used MMM and OCM to track sales across Amazon and external channels<\/li>\n<\/ul>\n<p><strong>Results<\/strong><\/p>\n<ul>\n<li><strong>64\u202f% of purchases attributed to Amazon\u202fAds occurred off Amazon<\/strong><\/li>\n<li><strong>33\u202f% of off\u2011Amazon sales showed a \u201cbrand halo effect,\u201d<\/strong> meaning incremental sales beyond promoted categories<\/li>\n<li>Strong validation that Amazon ads can drive brand growth both <em>on<\/em> and <em>off<\/em> the marketplace<\/li>\n<\/ul>\n<p><strong>Insight:<\/strong><br \/>\nAmazon\u2019s retail media network can influence customer purchases across the broader digital ecosystem, not just within Amazon. (<a title=\"Apparel brand validates Amazon Ads impact with OCM and MMM | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/ocm-mmm?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"4_Smaller_Brands_%E2%80%94_Real%E2%80%91World_eCommerce_Growth_Examples\"><\/span>4. Smaller Brands \u2014 Real\u2011World eCommerce Growth Examples<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Multiple brands using Amazon Ads alongside Fulfillment by Amazon (FBA) achieved strong growth:<\/p>\n<ul>\n<li>A Brazilian honey liqueur brand <strong>tripled total sales during Prime Day and year\u2011end<\/strong> while maintaining a <strong>9.6 ROAS<\/strong> by combining FBA service with Sponsored Products ads. (<a title=\"How to Help Increase Sales with FBA and Advertising | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/guides\/fba?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<li>A home d\u00e9cor company expanded into Mexico leveraging Sponsored ads and careful budget allocation to make retail\u2011media\u2011driven revenue <strong>account for over 60\u202f% of its sales in that market<\/strong>. (<a title=\"How to Help Increase Sales with FBA and Advertising | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/guides\/fba?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<li>A water\u2011testing products brand improved efficiency by <strong>21\u202f% lower ACOS<\/strong> and <strong>127\u202f% total sales growth<\/strong> using real\u2011time insights from Amazon\u2019s marketing streams. (<a title=\"How to Help Increase Sales with FBA and Advertising | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/guides\/fba?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/li>\n<\/ul>\n<p><strong>Insight:<\/strong><br \/>\nRetail media platforms like Amazon Ads can deliver results for both large global brands and small\u2011to\u2011medium sellers by matching ads to shopper intent and optimizing in real time. (<a title=\"How to Help Increase Sales with FBA and Advertising | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/guides\/fba?utm_source=chatgpt.com\">Amazon Ads<\/a>)<\/p>\n<hr \/>\n<h1><span class=\"ez-toc-section\" id=\"_Industry_Comments_Why_Brands_Are_Shifting_Budgets_to_Amazon_Retail_Media\"><\/span>\u00a0Industry Comments: Why Brands Are Shifting Budgets to Amazon Retail Media<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h3><span class=\"ez-toc-section\" id=\"_Amazon_Is_the_Most_Widely_Used_Retail_Media_Network\"><\/span>\u00a0Amazon Is the Most Widely Used Retail Media Network<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to industry surveys, <strong>86\u202f% of marketers reported using Amazon as a retail media network<\/strong>, significantly more than competitors such as Walmart or Target. This dominance shows that many brands see value in retail media spend over traditional digital channels. (<a title=\"Amazon gets an even stronger hold over retail media\" href=\"https:\/\/digiday.com\/marketing\/digiday-research-amazon-gets-an-even-stronger-hold-over-retail-media\/?utm_source=chatgpt.com\">Digiday<\/a>)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"_Retail_Media_Reaches_Shoppers_at_the_Point_of_Purchase\"><\/span>\u00a0Retail Media Reaches Shoppers at the Point of Purchase<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Retail media networks like Amazon\u2019s tap <em>first\u2011party data<\/em> \u2014 i.e., shoppers actively browsing and buying on a site \u2014 allowing ads to be precisely targeted based on actual purchase behavior. This <strong>close\u2011loop attribution<\/strong> gives advertisers clearer insight into ROAS and conversion outcomes compared with display or social ads that rely on estimated attribution models. (<a title=\"Small Brands Spend Three Times More On Amazon Ads Than Big Brands\" href=\"https:\/\/www.forbes.com\/sites\/kirimasters\/2024\/11\/12\/small-brands-spend-three-times-more-on-amazon-ads-than-big-brands\/?utm_source=chatgpt.com\">Forbes<\/a>)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"_AI%E2%80%91Enhanced_Creative_and_Full%E2%80%91Funnel_Tools_Democratize_Access\"><\/span>\u00a0AI\u2011Enhanced Creative and Full\u2011Funnel Tools Democratize Access<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Experts note that Amazon\u2019s expanding tools \u2014 including AI\u2011driven creative solutions and cross\u2011format ad studios \u2014 allow <em>brands of all sizes<\/em> to compete effectively. These tools reduce production barriers and help smaller advertisers tell engaging stories that resonate with shoppers in\u2011moment. (<a title=\"Transforming Brand Connections: A perspective from Amazon Ads on key trends for 2026, ETBrandEquity\" href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/research\/advertising\/transforming-brand-connections-a-perspective-from-amazon-ads-on-key-trends-for-2026\/127801358?utm_source=chatgpt.com\">ETBrandEquity.com<\/a>)<\/p>\n<hr \/>\n<h3><span class=\"ez-toc-section\" id=\"_Retail_Media_Is_Reshaping_the_Advertising_Landscape\"><\/span>\u00a0Retail Media Is Reshaping the Advertising Landscape<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Retail media networks are rapidly evolving into <em>full media ecosystems<\/em> that blend search, display, video, and analytics across channels. This shift empowers brands to influence consumers throughout the shopping journey \u2014 from awareness to final purchase \u2014 and is a major reason why digital ad budgets are migrating from traditional digital channels to retail media platforms such as Amazon\u2019s. (<a title=\"Retail Media Networks Are Reshaping Ecommerce: How Brands Can Harness Amazon, Walmart and Target\u2019s First\u2011Party Data for Success - Black Bear Media\" href=\"https:\/\/blackbearmedia.io\/retail-media-networks-are-reshaping-ecommerce\/?utm_source=chatgpt.com\">Black Bear Media<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Takeaways-2\"><\/span>\u00a0Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Retail media is capturing more ad budgets<\/strong> as brands prioritize direct conversion and measurement. (<a title=\"Amazon gets an even stronger hold over retail media\" href=\"https:\/\/digiday.com\/marketing\/digiday-research-amazon-gets-an-even-stronger-hold-over-retail-media\/?utm_source=chatgpt.com\">Digiday<\/a>)<br \/>\n<strong>Amazon\u202fAds delivers strong ROI and sales lifts<\/strong> for both global brands and smaller sellers. (<a title=\"Snack brand boosts ROAS 90% with AMC\u2019s 5-year insights | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/en-gb\/library\/case-studies\/mars-united-snack-brand-campaign\/?utm_source=chatgpt.com\">Amazon Ads<\/a>)<br \/>\n<strong>Amazon\u2019s first\u2011party data and full\u2011funnel capabilities<\/strong> help advertisers optimize across multiple touchpoints. (<a title=\"Apparel brand validates Amazon Ads impact with OCM and MMM | Amazon Ads\" href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/ocm-mmm?utm_source=chatgpt.com\">Amazon Ads<\/a>)<br \/>\n<strong>Industry trends show retail media networks are reshaping the e\u2011commerce ad market<\/strong>, blending media and commerce in new ways. (<a title=\"Retail Media Networks Are Reshaping Ecommerce: How Brands Can Harness Amazon, Walmart and Target\u2019s First\u2011Party Data for Success - Black Bear Media\" href=\"https:\/\/blackbearmedia.io\/retail-media-networks-are-reshaping-ecommerce\/?utm_source=chatgpt.com\">Black Bear Media<\/a>)<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \u00a01. Retail Media Driving Amazon\u2019s Ad Growth Amazon\u2019s advertising business has become a major revenue engine, driven by ads tied directly to its e\u2011commerce&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-19581","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Amazon Ads strengthens retail media network as brands shift budgets to e-commerce advertising - Lite14 Tools &amp; Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lite14.net\/blog\/2026\/03\/13\/amazon-ads-strengthens-retail-media-network-as-brands-shift-budgets-to-e-commerce-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Ads strengthens retail media network as brands shift budgets to e-commerce advertising - Lite14 Tools &amp; Blog\" \/>\n<meta property=\"og:description\" content=\"&nbsp; \u00a01. 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