2025上半年亚马逊零售媒体报告(英)

An inside look at how brands are showing up at the leading retail media network1H 2025 Amazon Retail Media Note: Top publishers by app store revenue | Source: Sensor TowerSensor Tower | Our CustomersTop publishers trust Sensor Tower insights to grow their business- All Rights Reserved2Amazon Retail MediaKey Takeaways© Sensor Tower Inc. - All Rights Reserved© Sensor Tower Inc. - All Rights Reserved- All Rights ReservedAmazon Led on Scale,Especially in Advertiser CountAmazon received far more ad spend than any other retailer in 1H 2025, but its real strength was in attracting over 9,500 advertisers, nearly 9x more than the next closest retailer.CPG Essentials and Tech Brands Drove the Majority of Investment Top advertisers included Samsung, Unilever, and L’Oréal, with most spend concentrated in core categories like personal care, electronics, and food & beverages.Monthly Swings were Driven by Advertisers, Less Holiday Focused Unlike other retailers pushing seasonal themes that are retailer-wide, Amazon’s monthly ad spend swings were typically driven by individual brand campaigns.OnSite Display DominatedAmazon’s Media Mix Advertisers prioritized OnSite Display at a far higher rate than any other retailer, suggesting that Amazon is primarily being used to drive lower-funnel conversion.Most Ads Followed a Familiar, Conversion-Focused Formula Most creative was fairly homogenous, often featuring discounts, coupons, and a “Shop Now” CTA, reinforcing a performance-driven approach.Few Brands Embraced aFull-Funnel Strategy Few advertisers activated across multiple channels or embraced upper-funnel objectives, leaving room for brands to differentiate with more holistic campaigns.3© Sensor Tower Inc. - All Rights Reserved- All Rights ReservedKey TakeawaysIntroductionSensor Tower's Retail Media InsightsContextualizing Amazon's ScaleTop Advertisers & CategoriesActivation Strategies at Amazon030506 071115Table of Contents4Retail media is the fastest growing force in digital advertising, and Amazon is at the forefront, with ad spend that far outpaces all other retailers.Using data from Sensor Tower’s Retail Media Insights, this report explores how advertisers are showing up at Amazon, including the channel and creative strategies they’re using to drive performance. Whether you’re evaluating retail partners or looking to optimizing your efforts at Amazon, these insights will help you 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?© Sensor Tower Inc. - All Rights Reserved© Sensor Tower Inc. - All Rights Reserved- All Rights ReservedThis report is your inside look at Amazon’s retail media landscape5Sensor Tower's Retail Media InsightsRetail Media Insights is t