1、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 MediaKe

2、y 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 m

3、ore than the next closest retailer.CPG Essentials and Tech Brands Drove the Majority of Investment Top advertisers included Samsung,Unilever,and LOral,with most spend concentrated in core categories like personal care,electronics,and food&beverages.Monthly Swings were Driven by Advertisers,Less Holi

4、day Focused Unlike other retailers pushing seasonal themes that are retailer-wide,Amazons monthly ad spend swings were typically driven by individual brand campaigns.OnSite Display DominatedAmazons Media Mix Advertisers prioritized OnSite Display at a far higher rate than any other retailer,suggesti

5、ng 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

6、 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 Towers Retail Media InsightsContextualizing Amazons