Retail Media Networks: Complete 2025 Guide
Master retail media advertising on Amazon, Walmart, and beyond. Learn how to capture share of the $179.5 billion retail media market with first-party data strategies.
Key Takeaways
- Retail Media Landscape
- Top Retail Media Networks
- First-Party Data Advantage
- Ad Formats & Placements
73%
More Accurate Data
3x
Better ROAS
40%
Lower CPA
24/7
AI Optimization
Retail Media Landscape
The CPG brand shifted 30% of its Meta budget to Amazon Advertising. Within six months, ROAS doubled. The reason was simple: on Amazon, they weren't interrupting people browsing social media—they were reaching shoppers actively searching for their product category, with first-party purchase data proving exactly which ads drove sales. That's the retail media revolution in action.
Retail media networks have become the fastest-growing advertising channel in digital marketing. The market reaches $179.5 billion globally in 2025 (15.4% YoY growth), capturing 23.3% of total advertising spend. Amazon and Walmart combined control over 84% of retail media spending, with Amazon alone generating roughly $60 billion in ad revenue—making it the third-largest digital advertising platform after Google and Meta.
The first-party data advantage is decisive: As third-party cookies deprecate, retail media networks offer privacy-compliant targeting based on actual purchase behavior. Closed-loop measurement proves exactly which impressions drove sales, eliminating the attribution guesswork that plagues other channels.The High-Intent Reality: Retail media reaches consumers at the point of purchase, when intent is highest. Every other channel competes for attention; retail media captures demand that already exists.
The Retail Media Market Explosion
| Metric | 2025 Value | Growth Trajectory | Strategic Priority |
|---|---|---|---|
| Global market | $179.5 billion | 15.4% YoY | Category priority |
| US market | $62 billion | Growing to $98B by 2028 | Investment focus |
| Digital share | 18% (US) | Expanding rapidly | Budget reallocation |
| Amazon dominance | 77% US share | Stable leadership | Primary platform |
| Advertiser adoption | 80%+ with budget | 75% increasing spend | Competitive necessity |
Retail Media Networks Budget Split
Recommended split for optimal growth testing.
Top Retail Media Networks
Understand the major players.
Market Dominance
Top RMNs:| Network | US Market Share | Estimated Revenue |
|---|---|---|
| Amazon | 77% | ~$60B |
| Walmart | 7% | Growing fast |
| Target | 3% | Roundel |
| Instacart | 2% | Grocery focus |
| Others | 11% | Fragmented |
Amazon Advertising
Amazon Dominance:- Largest retail media network
- Tens of billions annually
- Full-funnel capabilities
- Advanced targeting
- Robust measurement
Walmart Connect
Walmart Growth:- Second-largest RMN
- Omnichannel reach
- Physical + digital
- Growing investment
- Strong CPG presence
Other Major Networks
Expanding Landscape:- CVS Health
- Best Buy
- Instacart
- Kroger
- Target (Roundel)
Global Players
International RMNs:- Lidl
- Carrefour
- Tesco
- Alibaba
- 200+ networks worldwide
Pro Tip
This section contains advanced strategies that can significantly improve your results. Make sure to implement them step by step.
First-Party Data Advantage
Leverage retailer data assets.
Privacy-First Value
Data Benefits:- Own customer data
- Purchase history
- Shopping behavior
- No third-party reliance
- Privacy compliant
Data Capabilities
Targeting Options:| Data Type | Application | Value |
|---|---|---|
| Purchase History | Retargeting | High |
| Browse Behavior | Intent signals | High |
| Loyalty Data | Segmentation | Very High |
| Search Queries | Keyword targeting | High |
Audience Targeting
Targeting Methods:- Past purchasers
- Category browsers
- Competitor shoppers
- Lookalike audiences
- Custom segments
Regulatory Advantage
Compliance Benefits:- Stricter 2025 privacy regulations
- First-party data reliance increasing
- Contextual advertising growth
- Consent-based targeting
- Future-proof strategy
Retail Media Networks Scaling Roadmap
Step-by-step process for scaling winners.
Test
Validate creative
Learn
Analyze metrics
Optimize
Cut losers
Scale
Increase budget
Ad Formats & Placements
Deploy effective retail media ads.
On-Site Formats
Placement Types:| Format | Location | Best For |
|---|---|---|
| Sponsored Products | Search results | Conversion |
| Sponsored Brands | Top of search | Awareness |
| Display Ads | Category pages | Retargeting |
| Video Ads | Product detail | Engagement |
Search Advertising
Sponsored Search:- Keyword targeting
- Product listing ads
- Category targeting
- Brand defense
- Competitor conquesting
Display Advertising
Banner Placements:- Homepage banners
- Category pages
- Product detail pages
- Checkout
- Confirmation pages
Off-Site Expansion
2025 Inflection Point:- Off-site retail media growing
- Extended reach
- Programmatic access
- Social integration
- CTV expansion
The businesses that succeed are those that embrace data-driven decision making and continuous optimization.
Amazon Advertising Strategy
Maximize Amazon performance.
Campaign Types
Amazon Ad Products:| Product | Use Case | Targeting |
|---|---|---|
| Sponsored Products | Sales | Keyword, ASIN |
| Sponsored Brands | Awareness | Keyword, category |
| Sponsored Display | Retargeting | Audience, product |
| DSP | Full-funnel | Programmatic |
Keyword Strategy
Search Optimization:- Branded keywords
- Category terms
- Competitor targeting
- Long-tail keywords
- Negative keywords
Bidding Strategy
Optimization Approaches:- Dynamic bidding
- Placement adjustments
- Dayparting
- Budget allocation
- ACOS targets
Brand Building
Amazon Brand Tools:- Brand Stores
- A+ Content
- Brand Analytics
- Posts
- Live streaming
Full Funnel Impact
Conversion rates at different funnel stages.
Emerging RMNs
Explore new opportunities.
Grocery Networks
Food Retail:- Instacart
- Kroger Precision Marketing
- Albertsons Media Collective
- DoorDash
- Fresh Direct
Category Specialists
Vertical RMNs:| Category | Networks | Opportunity |
|---|---|---|
| Beauty | Ulta, Sephora | High engagement |
| Electronics | Best Buy | Considered purchase |
| Home | Home Depot, Wayfair | Project-based |
| Fashion | Nordstrom, Macy's | Style-driven |
Off-Site Networks
Extended Reach:- Social media extensions
- CTV partnerships
- Programmatic exchanges
- Publisher networks
Consolidation Trends
Market Dynamics:- Long tail pressure
- Top networks growing share
- Integration with DSPs
- Measurement standardization
Measurement & Attribution
Track retail media performance.
Closed-Loop Attribution
RMN Advantage:- Direct sales tracking
- View-through attribution
- ROAS measurement
- Incrementality testing
Key Metrics
Performance Indicators:| Metric | Definition | Benchmark |
|---|---|---|
| ROAS | Revenue / ad spend | 4:1+ |
| ACOS | Ad cost / sales | < 25% |
| CTR | Clicks / impressions | 0.3-1% |
| Conversion Rate | Purchases / clicks | 5-15% |
New-to-Brand Metrics
Customer Acquisition:- New customer percentage
- Lifetime value potential
- Acquisition cost
- Brand halo effect
Cross-Channel Integration
Omnichannel Measurement:- 72% seeking RMN integration
- Unified dashboards
- Cross-platform attribution
- Incremental lift studies
Campaign Optimization
Maximize RMN performance.
Budget Allocation
Investment Strategy:| Tier | Allocation | Focus |
|---|---|---|
| Amazon | 60-70% | Primary |
| Walmart | 15-20% | Secondary |
| Others | 10-25% | Diversification |
Bidding Optimization
Bid Management:- Automated bidding
- Portfolio approach
- Goal-based optimization
- Dayparting
- Seasonal adjustments
Creative Best Practices
Ad Creative:- High-quality images
- Clear value proposition
- Price prominence
- Star ratings
- Prime badge
Category Strategy
Top RMN Categories:- CPG (largest spender)
- Beauty
- Electronics
- Apparel
- Food & beverage
Continuous Improvement
Optimization Cycle:2025 Trends Reshaping Retail Media
| Trend | What's Changing | Strategic Response |
|---|---|---|
| Off-site expansion | RMNs extend targeting beyond owned properties | Leverage retailer data for programmatic across the web |
| Omnichannel integration | 72% seek RMN data in unified strategies | Build cross-platform measurement connecting RMN to all channels |
| Emerging RMN growth | Instacart, Target, Kroger gaining share | Diversify beyond Amazon/Walmart for category-specific reach |
| Sponsored brand video | Video formats growing fastest | Invest in retail-specific video creative assets |
| Clean room data sharing | Privacy-safe data collaboration expands | Participate in retailer clean rooms for audience insights |
Your Retail Media Mastery Roadmap
The 90-Day RMN Launch:Capture your share of $179.5 billion in retail media advertising with AdsMAA's RMN optimization platform. Our tools connect you to Amazon, Walmart, and emerging networks with unified reporting that proves exactly which ads drive revenue.Retail Media Insight: The brands winning in retail media don't just optimize ads—they optimize the entire product detail page experience. Reviews, content, pricing, and availability all impact ad performance.
Frequently Asked Questions
What is the size of the retail media market in 2025?
The global retail media market is projected to reach $179.5 billion in 2025, growing 15.4% year-over-year. US retail media is projected at $62 billion in 2025, growing to $98 billion by 2028. Retail media now represents 23.3% of the overall advertising market.
Which retail media networks dominate the market?
Amazon and Walmart combined capture over 84% of all retail media ad spending in 2025. Amazon alone accounts for roughly 77% of US digital retail media spending (estimated $60B in ad revenue), while Walmart holds approximately 7%.
Why is retail media growing so fast?
Retail media growth is driven by first-party data advantages as third-party cookies decline, closed-loop attribution capabilities, high-intent audiences at point of purchase, and brands seeking privacy-compliant targeting alternatives.
What percentage of advertisers plan to increase RMN budgets?
Over 80% of digital advertisers have allocated budget for retail media, and three-quarters of US advertisers plan to increase their retail media budgets in 2025. 72% of marketers are seeking ways to integrate RMN data into omnichannel strategies.
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