The cloud-based Amazon Retail Ad Service allows retailers to manage contextually relevant campaigns on their own e-commerce sites.

Dive Brief:

  • Amazon unveiled a new service that lets other retailers manage contextually relevant campaigns on their own websites with the aid of the e-commerce giant’s ad tech, per a company blog post and announcement at the Consumer Electronics Show.
  • Amazon Retail Ad Service helps retailers to run ads on their search, browse and product pages while controlling campaign functions like creative formats, ad placement and ad volume. Retailers will also be able to guide what a customer sees after clicking an ad, whether that’s a product page, quick view image or add-to-cart function.
  • Retailers currently using the offering in beta include iHerb, Oriental Trading Company and Weee!, with additional brands like Tilly’s launching soon.

Dive Insight:

Amazon Retail Ad Service shows the e-commerce giant extending its proven solutions to other retailers that want to get in on a lucrative market without the costly and complicated process of standing up ad tech. The move stands to disrupt the ecosystem of third-party vendors that have jumped on the booming retail media opportunity, seeking to help retailers establish the infrastructure necessary to succeed in an increasingly competitive category. Amazon has served as the model for retailers aspiring to scale up ad businesses reliant on first-party shopper data, commonly referred to as retail media networks within the industry. The company’s roots in tech and e-commerce have given it a leg up in developing sophisticated digital marketing tools that can come with steep learning curves for traditional brick-and-mortar stores. Explore CXO Insider for the latest innovations in Operations, IT, and Finance, featuring valuable insights from top C-Level industry leaders! 
Source: https://www.marketingdive.com/news/amazon-launches-retail-ad-service-ecommerce-CES-2025/737028/