H1 '25 Amazon Retail Media Report: How Advertisers are Showing up at the Top Retail Media Network

Retail Media Insights - Now In-Platform

Retail Media Networks (RMNs) are a growing force in digital advertising, and Sensor Tower’s Retail Media Insights offers the first and only ad intelligence solution that measures co-branded advertising on top retail media channels. Now available in-platform, find competitive insights into channel strategies, top brands and categories, seasonal trends, and exclusive insights across 40+ global retail media networks (RMNs).

Amazon's Retail Media Network: A Cut Above

In the first half of 2025, Amazon’s RMN outperformed competitors with $618 million in spend, significantly outpacing any other retail media network. Brands across categories from tech, to CPG, to beauty leaned heavily on Amazon's reach, precision targeting, and full-funnel capabilities for visibility and conversion.

Half of Amazon’s Retail Media spend occurred OnSite, far more than any other retailer

Brands advertising across RMNs can choose between OnSite ads that run on a retailer's owned properties and OffSite ads that appear on platforms like social media or OTT.

In 1H ‘25, half of Amazon’s spend ran OnSite —  far more than any other retailer. This suggests that brands view Amazon’s RMN as a chance to connect with high-intent shoppers while they’re actively browsing and buying.

It’s all about the Cookies (No, not those cookies)

While most advertisers at Amazon focused on lower-funnel tactics, Chips Ahoy demonstrated a different tack, showing how to execute a full-funnel approach within Amazon’s RMN.

Beginning in January, through June, Chips Ahoy shared a fun, engaging brand campaign with the tagline “Here for Happy,” using OffSite Display and OTT to reach audiences across the web and on streaming platforms. These branding ads drove to the general Chips Ahoy landing page at Amazon.com. They then followed through with OnSite Display ads driving to specific product pages to increase conversion.

While few advertisers took this type of multi-channel approach in the first half of the year, Chips Ahoy showed how Amazon can support both brand-building and conversion, all within a single ecosystem.

But, we’re only scratching the surface. Whether Retail Media is already a pillar of your digital strategy, or just under consideration, our inside look into Amazon will show you how the largest RMN is being utilized, and how our Retail Media Insights can help you optimize your own channel mix, differentiate your strategy, and benchmark against your competitors. Want more insights?

Read the report.