> **来源：[研报客](https://pc.yanbaoke.cn)** # 2026 Brand Commerce Summary ## Core Content Overview The **2026 Brand Survey** highlights the evolving landscape of **brand commerce**, emphasizing the transition from **growth-focused spending** to **accountability-driven strategies**. Retail media is now a central component of commercial performance, requiring **discipline, alignment, and validated impact**. The report outlines key trends, including **rising costs**, **increased competition**, and the **integration of AI** into advertising and commerce operations. ## Main Trends and Insights ### 1. **Accountability Era in Retail Media** - Retail media is no longer a simple growth lever but a **strategic and accountable investment**. - **Cost pressure** is nearly universal, with **CPC inflation** across categories. - **Performance expectations** are higher, and brands must demonstrate **validated returns** to justify spending. - **Operating model maturity** is now the key differentiator, not just the amount spent. ### 2. **Measurement Maturity as a Strategic Advantage** - Brands that have developed **robust measurement frameworks** are better positioned to **optimize spend** and **track incrementality**. - **AI** is becoming essential in **audience building**, **forecasting**, and **product discovery**, with 67.6% of brands believing AI assistants will have the **greatest impact**. - **Data integration** across advertising, pricing, inventory, and audience strategy is critical for **compound growth** and **efficiency**. ### 3. **The Amazon Effect: Scale, Dependence, and Risk** - Amazon remains the **primary performance engine**, with 62% of brands deriving **at least 25% of revenue** from it. - **CPCs on Amazon** have increased, with 46% of brands reporting **up to 10% YoY inflation**. - **Hybrid selling models** (1P + 3P) are now the **norm**, with 55% of brands using them. - **Large, established brands** are most affected by Amazon's cost pressures due to **high exposure and revenue concentration**. ### 4. **Costs and Margin Compression** - **Retail media budgets** are still increasing, but **efficiency** is now the priority. - **TACoS (Total Advertising Cost of Sale)** has normalized at around **10-20%**, indicating **margin pressure** is structural. - **Customer acquisition costs** have risen by **nearly 60%**, and **new customers** often do not cover the cost of acquisition. - **Brand loyalty** has declined by **5% since 2024**, with only **29%** of consumers showing loyalty, further **compounding margin issues**. ### 5. **The Shift to Full-Funnel and Multi-Channel Strategies** - Brands are **investing earlier in the customer journey**, moving beyond lower-funnel conversion to **upper-funnel demand creation**. - **Full-funnel platforms** are expected to evolve, with **63.7% of brands** anticipating **retail media networks** to become full-funnel platforms. - **Diversification** is driven by **necessity**, not dissatisfaction, with brands expanding to **Walmart, Target, TikTok Shop, Instacart, Best Buy, Kroger, and DoorDash** to **reach new audiences** and **offset Amazon's competition**. ### 6. **Structural Media Inflation** - **CPC inflation** is **widespread**, with 78% of brands reporting **increases**. - **Media inflation** is not limited to Amazon; it reflects a **long-term trend** across all digital channels. - **Global ad spend** continues to grow at **double-digit rates**, even as **cost efficiencies** decline, indicating a **shift in media valuation**. ## Key Performance Metrics - **63.7% of brands** expect retail media to evolve into full-funnel platforms. - **75% of brands** are running **upper-funnel campaigns**, with **Amazon DSP** and **Prime Video** as the top channels. - **70.4% of brands** expect **incremental budget** to flow to **Amazon DSP** and **Prime Video**. - **36.7% of brands** are shifting **ad spend off Amazon** to **acquire new customers**. - **46% of brands** are on or planning to advertise on **Walmart Connect**. - **75% of brands** report **increased use of dynamic pricing tools**. - **27% of brands** identify **disciplined efficiency** as their primary focus. - **21% of brands** emphasize **customer loyalty and retention**. - **21% of brands** prioritize **profitability**. ## Conclusion The **2026 Brand Survey** illustrates that **retail media** is now a **central part of brand commerce**, but its **growth is constrained** by **rising costs**, **increased competition**, and **margin compression**. Brands are adapting by **adopting hybrid models**, **leveraging AI**, and **diversifying their media strategies** to **sustain performance** and **build durable competitive advantage**. The **key to success** lies in **operational maturity**, **integrated decision-making**, and **precision in spend allocation**.