2025年中期零售媒体与夏季销售基准报告

2025 Mid-Year Retail Media& Summer Sales Benchmarks 3IntroductionKey FindingsMethodologyIndustry Perspectives 8Summer Sales SpotlightAmazon Prime DayWalmart DealsInstacart Summer Like It’s 1999Target Circle Week 22Amazon Ads US InsightsAmazon US DSP Trends 28Category InsightsPet SuppliesHealth & HouseholdBeauty & Personal Care 36Walmart Connect Insights40Instacart Ads Insights Tableof Contents 44ConclusionLooking AheadWhat’s NewUpcoming Events 48About Us Key Findings for Q2 and Prime Day 2025 Walmart DeliversGreater SponsoredBrands Efficiency Instacart CTRGrowth SignalsStrong Engagement Brands Increase DailySpend on Amazon to OffsetTariff Impact Electronics Leads AmazonCategories in ROAS, Health& Household in Spend Drawn to lower CPCs (-15%) andimproved Sponsored Brands ROAS(+21.4%) QoQ, Walmart advertisersincreased their average daily spendQoQ (+12.4%) and YoY (+37.8%) tocapitalize on higher returns and loweracquisition costs. On Instacart, CTR climbed +7.1%QoQ, indicating strong ad relevanceand consumer interest. CPCremained largely flat (+1.15% QoQ),supporting cost-efficient visibility.While ROAS trended lower (-4.3%QoQ), brands recalibrated spend(-3.4% QoQ) in response to evolvingperformance dynamics. Brands increased their average dailyspend QoQ on Amazon for both SponsoredBrands (+4.2%) and Sponsored Products(+7.8%) ad types, investing more inadvertising to maintain sales in the face ofnew import tariffs. Improving 8.3% YoY to $11.73 in Q2 2025,Electronics generated the highest ROASacross Amazon’s 15 categories, whileHealth & Household’s average daily spendincreased nearly 25% YoY—tied withBeauty & Personal Care for the strongestYoY spend growth. 2025 Q2 |Quarterly Performance Drivers Methodology About the Report Explore Pacvue and Helium 10’s Q2 2025 Retail Media Benchmark Report,containing quarterly and yearly advertising trends for Amazon, Walmart, andInstacart alongside actionable Prime Day 2025 insights. This report analyzesthe current state of retail media advertising in the United States, helping youto benchmark your own performance and understand key industry trends.This report offers a comprehensive view of advertising data on a large scale.It contains information from thousands of advertisers across various brandsizes and product categories, making it one of the most comprehensivereports of its kind in the industry. How We Measure This report provides an expansive overview of advertising data from the lastthree years. Drawing on insights gathered from thousands of advertisersutilizing Pacvue’s platform, it stands as one of the most thorough reportsavailable in the industry. IndustryPerspectives “Brands are adapting to price sensitivities by leaning intotools that make optimization faster, whether that’s adjustingbids dynamically for high-tariff categories or using AMCinsights to identify which ASINs are still ROAS-positive evenunder pricing pressure.” Price Sensitivity Shapes Spending forAdvertisers and Consumers Sunava DuttaCPO, Pacvue As prices tick up due to a mix of economic pressures, both brandsand shoppers have started shifting their behavior across platforms.On Amazon, brands are investing more heavily in advertising tohelp maintain sales, increasing average daily spend for SponsoredBrands by +4.2% QoQ and for Sponsored Products by +7.8%. OnWalmart, Sponsored Brands investment rose more than +12%quarter-over-quarter. “There hasn’t been a single dominant strategyaround tariffs and price pressures. Somesellers raised prices quickly, while othersare holding off to see if competitors movefirst. A few are betting they can win onconversion and positioning by keeping pricessteady. We’ve seen everything from pausedproduction to full speed ahead – and manysellers are still hesitant to shift factories, givenhow unpredictable tariffs have been acrossthe globe.” “Brands and sellers have been tracking tariffdevelopments closely; it’s existential for them.But for shoppers, it’s more of an ambientuncertainty that drives caution and heightenstheir focus on value. They’re looking to buyahead and capitalize on deals wherever theycan, which for certain categories actually led tohealthier Prime Day spending than brands mayhave expected. Right now, consumers wantvalue, and brands need to meet them wherethey are. Value-driven messaging, “Made inAmerica” messaging — those are things thatcan help brands gain traction in this moment.” On the consumer side, the impact of price pressure is becomingmore evident, particularly in categories heavily reliant on importedgoods and materials. Year-over-year, Home & Kitchen sales dropped–9.3% despite higher ad spend, Beauty & Personal Care saw ROASfall –10.3%, and Pet Supplies experienced a dramatic +27.5% CPCincrease (the highest across all categories). During Prime Day,Grocery & Gourmet Food and Health & Household had the highestconversion rates, reflecting consumer demand for discountedessentials. These shifts suggest that shoppers may