Amazon’s new Retail Ad Service brings RMN to the masses

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The ecommerce giant is poised to disrupt the adtech market by letting retailers use its powerful technology to sell ads on their websites.

on January 9, 2025
 
Amazon’s new Retail Ad Service brings RMN to the masses

Amazon’s new Retail Ad Service is making retail media networks available to everyone. The service lets retailers use Amazon’s powerful advertising technology to sell ads on their websites.

This is a big step for the ecommerce and advertising giant which primarily focused on selling ads within its ecosystem. The company is now directly competing with retail adtech leaders like Criteo, Epsilon and Koddi.

How it works

Integrating Amazon’s technology into their websites will let retailers: 

  • Sell ads to Amazon’s vast pool of advertisers.
  • Utilize Amazon’s machine learning to deliver highly targeted and personalized ads to shoppers.
  • Control ad placement and formats, ensuring the ads don’t disrupt the experience and look of websites.
  • Get insights into ad performance and customer behavior via Amazon’s analytics tools.

This gives retailers — always operating on thin margins — new revenue streams by selling ad space to other brands. It also aids the customer experience by providing relevant and engaging ads to shoppers, which could boost conversion rates. Finally, retailers don’t have to add the resources needed to do this on their own, as Amazon is handling all the messy parts.

Early adopters and future outlook

Early adopters include iHerb, Weee! and Oriental Trading Company, suggesting the company is targeting smaller and mid-sized retailers to start.

 

While Amazon faces competition from established players, its strong brand recognition, vast advertiser base and cutting-edge technology give it a significant competitive advantage.

Amazon Retail Ad Service is likely a significant disruption in the retail adtech market. By offering retailers access to its powerful advertising platform, Amazon is poised to reshape how brands connect with consumers across the retail landscape. It could be a boon for advertisers, too. Not only can it provide access to new audiences, but it is yet another push for standardizing measurement in retail media networks.

 

The post Amazon’s new Retail Ad Service brings RMN to the masses appeared first on MarTech.

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About the author

 

Staff

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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