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Sensor Tower · Sensor Tower · June 2025
Amazon Put Its Own Brands Front & Center on Retail Media
In Q1, Amazon used the scale of its own retail media network to promote its portfolio of products and services, often outpacing other major advertisers. We’ll dive into which Amazon brands received the most support, how their media strategy differed from other brands, and what it all might signal about Amazon’s larger business priorities.
Amazon-Owned Brands Topped the Charts on Amazon’s RMN
On its retail media network (RMN), Amazon prioritized its own portfolio, featuring four Amazon-owned products and services among the top eight most advertised brands in Q1. From Prime Video to Amazon Music and more, these in-house campaigns far outpaced most other advertisers. In total, the Amazon-backed placements were worth an estimated $90 million in media value, more than 25x the spend of the next largest advertiser, Peloton ($3.3 million). This kind of internal promotion highlights the unique advantage that Amazon holds as both an ad network and an advertiser.
Amazon Prioritized Content & Subscriptions over Devices
In Q1, Amazon’s in-house retail media strategy leaned heavily toward services, as streaming, content, and subscription-based offerings received the strongest support. Prime Video led the way, alongside campaigns for Amazon Music, Amazon Books, and Amazon Studios. Even Kindle’s advertising focused less on hardware and more on promoting Kindle Unlimited, a subscription-based reading service. Amazon’s prioritization of services over devices may signal a broader strategy to drive stickiness and long-term customer value through their subscription-driven ecosystem.
Amazon’s Strategy Differed Significantly From Other Brands
When promoting its own brands on its RMN, Amazon followed a very different channel strategy than other brands. Other top advertisers focused almost entirely on OnSite placements, using ads on Amazon.com to connect with consumers while they’re actively shopping. Amazon, on the other hand, leaned heavily into OffSite channels like Facebook, Instagram, and OTT, suggesting a distinct strategy that’s more geared toward driving reach and engagement beyond the retail environment.
Amazon’s In-House Campaigns Used a Wide Mix of Channels
To promote its own brands, Amazon tapped into 11 different channels within their RMN, led by Instagram (26%), Facebook (21%), and OTT (20%). On Instagram and OTT, Amazon’s activity was led by Prime Video campaigns, which most often promoted a specific show or movie. On Facebook, Amazon prioritized advertising for Kindle, often highlighting offers like 2 months free of Kindle Unlimited. This creative approach differed considerably from other advertisers, who primarily relied on banner ads at Amazon.com to drive immediate conversion.
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