2025上半年亚马逊零售媒体报告_24页_6mb

Amazon Retail Media 1H 2025 Analysis Summary

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Amazon dominated the retail media landscape in 1H 2025 with significantly higher ad spend than competitors, driven by scale and a focus on conversion through OnSite Display. Key advertisers included Samsung, Unilever, and L'Oréal, while top categories were Personal Care, Computers & Consumer Electronics, and Food & Beverages. Ad spend fluctuations were primarily brand-led, not seasonal, and most creative strategies were homogenous and performance-focused. Prime Day saw early promotional efforts with minimal third-party involvement. Overall, Amazon's channel mix is narrow and conversion-oriented, contrasting with more diverse approaches at other retailers. Brands can differentiate by adopting full-funnel strategies.

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