2025年上半年亚马逊零售媒体网络品牌表现深度分析

An inside look at how brands are showingup at the leading retail media network Sensor Tower|Our Customers Top publishers trustSensor Tower insights to grow their business Amazon Retail MediaKey Takeaways CPG Essentials and Tech BrandsDrove the Majority of Investment Monthly Swings were Driven byAdvertisers,Less Holiday Focused Amazon Led on Scale,Especially in Advertiser Count Top advertisers included Samsung,Unilever,andL’Oréal,with most spend concentrated in corecategories like personal care,electronics,and food&beverages. Unlike other retailers pushing seasonal themes thatare retailer-wide,Amazon’s monthly ad spendswings were typically driven by individual brandcampaigns. Amazon received far more ad spend than any otherretailer in1H2025,but its real strength was inattracting over9,500advertisers,nearly9x more thanthe next closest retailer. OnSite Display DominatedAmazon’s Media Mix Most Ads Followed a Familiar,Conversion-Focused Formula Few Brands Embraced aFull-Funnel Strategy Advertisers prioritized OnSite Display at a far higherrate than any other retailer,suggesting that Amazonis primarily being used to drive lower-funnelconversion. Few advertisers activated across multiple channels orembraced upper-funnel objectives,leaving room forbrands to differentiate with more holistic campaigns. Most creative was fairly homogenous,oftenfeaturing discounts,coupons,and a“Shop Now”CTA,reinforcing a performance-driven approach. Table of Contents This report is your inside look at Amazon’sretail media landscape Retail media is the fastest growing force in digital advertising,and Amazon is at the forefront,with adspend that far outpaces all other retailers. Using data from Sensor Tower’s Retail Media Insights,this report explores how advertisers are showingup at Amazon,including the channel and creative strategies they’re using to drive performance.Whetheryou’re evaluating retail partners or looking to optimizing your efforts at Amazon,these insights will helpyou understand Amazon’s role in today’s media plans and identify where new opportunities may lie. We’ll take a closer look at: •Amazon’s scale relative to other RMNs•Top advertisers&categories•Channel mixes•Creative strategies•An early look at Prime Day advertising•And more! Are you ready to unlock the full potential of retail media at Amazon? About this Data This report is powered by Sensor Tower's Retail Media Insights,a marketing intelligence product that provides fullvisibility into the co-branded digital advertising ecosystem and retail media networks.Customized marketinginsights reports empower brands with a view into spend,media mix,impressions and share of voice for display,video,mobile,OTT,and paid social across their selected retail partners and competitors. Co-Branded Advertising Examples Sensor Tower'sRetail Media Insights Retailer:AmazonAdvertiser:Samsung Retail Media Insights is thefirst and only ad intelligenceproduct to measure co-branded advertising on retailmedia,solving a critical blindspot for marketers. Retailer:AmazonAdvertiser:Dove Learn More&Request a Demo Here Retailer:AmazonAdvertiser:L'Oréal ContextualizingAmazon's Scale -All Rights Reserved Top RMNs:Jan-Jun2025 In1H2025,Amazoncaptured over2x the adspend of any other retailer Retail Media Spend,Top8Shown,US Only Amazon was the top-performing retail media network(RMN)by a wide margin in1H2025,receiving a total of$618M in advertising spend.That’s more than doublethe amount received by Walmart($236M)and nearlysix times the total investment at Chewy($105M),the2nd and3rd ranked retailers. The remaining list of top retailers each brought in lessthan$100M during the same period,highlighting theremarkable scale of Amazon’s market position. #of Advertisers by Retailer Amazon’s lead was evenlarger when it comes tovolume of advertisers January-June2025,Top8Shown,US Only While Amazon led all retailers in ad spend during thefirst half of the year,their dominance was even morepronounced when viewed through the lens ofadvertiser count. In1H2025,9,542unique advertisers ran campaigns onAmazon,nearly9times more than Walmart,who sawthe second-highest total at1,076.Big box retailersranked high,benefiting from their broad coverageacross product categories. Share of Wallet(SOW)by Retailer%of1H2025Retail Media Spend,Top10Advertisers Shown For most top advertisers,Amazon wasnottheprimary retail partner Interestingly,while Amazon led the industry in totalad spend,they were rarely the top retail partner forleading advertisers. Nestlé,for example,dedicated only16%of theirindustry-leading spend to Amazon,while allocatingnearly half to Chewy.Similarly,L’Oréal prioritizedSephora&Ulta,and P&G leaned more heavily intoWalmart. While Amazon remains an important part of the mix,likely for driving conversion,this data suggests thatAmazon is not necessarily at the center of mostbrands’broader retail media strategy. Top Advertisers&Categories -All Rights Reserved Top Adve