Sensor Tower – Amazon Retail Media, 1H 2025

The report focuses on the analysis of advertising strategies and brand activity on the Amazon platform in the context of retail media.

Amazon leads in the number of advertisers, attracting over 9,500 advertisers, which is almost 9 times more than its nearest competitor. Major investments come from CPG Essentials and Tech brands, such as Samsung, Unilever, and L’Oréal, focusing on personal care, electronics, and food categories. Amazon's advertising spending is less seasonally oriented and more dependent on individual brand campaigns. OnSite Display is the dominant media format on Amazon, indicating a focus on conversion strategies. Most ad creatives follow a standard conversion-oriented formula using discounts and calls to action. Few brands use the full marketing funnel, leaving opportunities for more comprehensive campaigns.