As ecommerce brands weigh their ad spend, the top three retail media giants—Amazon, Walmart, and Target—offer competing promises of visibility and ROI.
Retail media is eating digital ad budgets—and ecommerce brands better know where to play.
Retail media has become the fastest-growing segment in digital advertising, racking up over $150 billion globally in 2024 and projected to hit $200 billion by the end of 2025. What used to be a sandbox for Amazon and a few early movers is now a full-blown arms race among retailers, CPGs, and commerce media tech players.
Here’s your operator-approved guide to the top ten retail media networks for ecommerce brands that want scale, data, and serious ROI.
#1 Amazon Ads
Retail media without Amazon Ads is like running a race without your best sprinter — it doesn’t make sense. With $56.2 billion in global ad revenue in 2024 and over two-thirds of the U.S. share, Amazon remains the foundation of retail advertising. Its power lies in combining massive reach, unmatched shopper intent, and precision targeting delivered through both marketplace and off-site networks.
Amazon Ads brought in ~$56.2 billion in 2024, dominating roughly 67% of the U.S. retail media market and 73% in the U.K. Key ad channels include Sponsored Products, Sponsored Brands, and Amazon DSP, which handles programmatic display, video, and audio campaigns.
Why is Amazon Ads one of the best?
- Scale and shopper intent: Billions of customers in high-conversion mode.
- Data-driven targeting: Utilizes first-party shopper, browsing, and streaming data for unbeatable precision.
- Full-funnel capability: From native conversion ads to DSP awareness units and retargeting across the web and Amazon-owned properties.
What kind of ads is Amazon Ads best suited for in ecommerce?
- Sponsored Products: Native placements in search results capture high-intent shoppers.
- Sponsored Brands: Headline ads elevate brand visibility and recognition.
- Amazon DSP (Display/Video/Audio): Enables off-site and on-site retargeting, awareness, and audience expansion with premium placements (e.g., Prime Video, Twitch, IMDb).
Who should use Amazon Ads?
Essential for ecommerce brands that need scale, data, and ROI.
Who CAN use it?
- Amazon marketplace sellers and vendors with a Professional Seller account and brand registry.
- Non-endemic brands, agencies, and publishers eligible for Amazon DSP, without selling on Amazon.
Best-suited niches:
- National and international CPG brands
- DTC and marketplace-based retailers
- Publishers, affiliates, and performance marketers
#2 Walmart Connect
If Amazon is the default, Walmart is the disruptor with scale. Walmart Connect has carved out serious territory in U.S. retail media, generating $4.4 billion in ad revenue in 2024 and used by 74% of U.S. marketers. With deep in-store data, full omnichannel reach, and a fast-growing offsite programmatic network, it’s a must-watch for brands chasing measurable ROI in the real-world shopping journey.
Walmart Connect focuses on merging digital and physical media, combining ecommerce placements with in-store touchpoints and extending its reach across CTV and the open web. It’s become a core player for CPG and grocery advertisers looking for closed-loop attribution at scale.
Why is Walmart Connect one of the best?
- Omnichannel footprint: Connects with shoppers online, in-store, and across the open web.
- Rich purchase data: Leverages in-store transactions and loyalty insights for accurate targeting.
- Attribution-focused: Closed-loop measurement tied directly to sales performance.
What kind of ads is Walmart Connect best suited for in ecommerce?
- Sponsored Search: Surfaces products natively in high-intent Walmart.com searches.
- In-store Display: Digital shelf and aisle placements influence real-world buying behavior.
- Offsite Programmatic Media: Uses Walmart data to serve targeted display and video ads on third-party sites and CTV.
Who should use Walmart Connect?
Brands that want to tap into Walmart’s scale across grocery, general merchandise, and household staples—with real attribution data.
Who CAN use it?
- Approved Walmart.com sellers or suppliers meeting Walmart Marketplace standards for fulfillment, service, and compliance.
- Brands and agencies with sufficient spend or partner access to Walmart’s offsite and managed media solutions.
Best-suited niches:
- National and challenger CPG brands
- Grocery and household product advertisers
- Brands seeking large-scale U.S. reach with offline data precision
#3 Target Roundel
Target Roundel is where media meets aesthetic—and it’s quietly becoming one of the most powerful niche retail media networks in the U.S. With over $649 million in ad revenue and double-digit YoY growth in 2024, Roundel’s edge comes from its ability to engage a unique, brand-loyal audience across fashion, beauty, and lifestyle categories. It offers brands high-impact placements across Target’s site, app, and in-store experiences.
Roundel delivers real performance backed by strong segmentation, loyalty data, and integrated creative. While it doesn’t have Amazon’s scale, it punches above its weight in categories where brand equity matters and storytelling drives sales.
Why is Target Roundel one of the best?
- Curated audience: Target’s shoppers are highly engaged, brand-conscious, and loyal.
- Integrated placements: Runs across ecommerce, mobile app, and in-store formats.
- Strong mid-market adoption: 50%+ of U.S. marketers already use Roundel in their media mix.
What kind of ads is Target Roundel best suited for in ecommerce?
- Sponsored Listings: Featured product placements on Target.com and in-app.
- Branded Content: Native storytelling ads built into editorial and curated content spaces.
- Display & Video: Awareness-driving formats across owned and offsite inventory.
Who should use Target Roundel?
Ideal for lifestyle-driven brands that want to reach a style-forward, family-oriented shopper base with premium content.
Who CAN use it?
- Current Target vendors or suppliers get first access to full on-site inventory.
- Non-endemic brands can apply for offsite or contextual campaigns, especially through agency channels.
Best-suited niches:
- Family and apparel brands
- Beauty and wellness companies
- Premium CPG/lifestyle marketers
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#4 Kroger Precision Marketing (KPM / 84.51°)
Kroger Precision Marketing is the retail media network that’s made grocery data sexy. Backed by Kroger’s massive loyalty program and 84.51° analytics arm, KPM brought in $1.35 billion in alternative profits (including media) in 2024. It’s a dominant force for CPG brands looking to target actual purchase behavior—not just impressions.
With access to real shopper IDs and in-store plus digital activity, KPM delivers some of the most reliable closed-loop attribution in the game. Its focus is clear: drive measurable lift across grocery, household, and health categories.
Why is Kroger Precision Marketing one of the best?
- Loyalty data depth: Direct access to verified shopping behavior via Kroger Plus card data.
- Grocery targeting precision: Tailored ads for perishable, packaged, and household goods.
- Strong ROI focus: Built-in measurement tools show real SKU-level sales impact.
What kind of ads is KPM best suited for in ecommerce?
- Sponsored Product Ads: Appear in search and category placements on Kroger.com and app.
- Programmatic Offsite Ads: Use Kroger data to target audiences across the open web.
- Personalized Promotions: Serve digital coupons and offers tied to past behavior.
Who should use Kroger Precision Marketing?
Brands that need to drive in-cart lift with real grocery shoppers—and prove it with data.
Who CAN use it?
- Stocked CPG brands and suppliers at Kroger or its partner banners.
- Non-endemic advertisers (health, wellness, household) can access offsite media via managed services.
Best-suited niches:
- Large and mid-market CPGs
- Grocery and meal kit startups
- Health, wellness, and personal care brands
#5 Instacart Ads
Instacart Ads sits at the intersection of intent and immediacy. As the dominant grocery delivery platform in North America, it offers brands real-time access to shoppers building their baskets across hundreds of retailer partners. Instacart doesn’t just sell impressions—it sells products that are in someone’s cart minutes later.
In 2024, Instacart strengthened its position by integrating with Google Shopping and expanding its retail media capabilities. It’s become an essential channel for CPGs looking to drive trial, conversion, and household penetration through performance-focused ad units.
Why is Instacart Ads one of the best?
- Basket-level intent: Ads show up as people actively build their grocery orders.
- Retailer-agnostic scale: Reach shoppers across Kroger, Publix, Safeway, Costco, and more in one buy.
- Quick feedback loop: See real purchase data, not just clicks or impressions.
What kind of ads is Instacart best suited for in ecommerce?
- Featured Product Ads: Appear in high-visibility placements during search or checkout.
- Shoppable Display & Video: Educational formats that drive last-mile conversion.
- Brand Pages: Custom storefronts linked directly to basket fulfillment across grocers.
Who should use Instacart Ads?
Any brand trying to win at the digital shelf in grocery, household essentials, or last-mile delivery categories.
Who CAN use it?
- Brands with SKUs listed via Instacart’s retail partners.
- Emerging brands can run performance campaigns if their products are available at participating stores.
Best-suited niches:
- Food and beverage
- Challenger and mid-size CPG brands
- Health, baby, and cleaning products
#6 eBay Ads
eBay Ads is the sleeper hit of global retail media. While it doesn’t dominate headlines like Amazon or Walmart, it commands reach across 190+ markets with a highly active base of buyers hunting for value, rarity, and resale. Its ad network is especially effective for sellers with niche products, refurbished goods, or categories underserved by traditional retailers.
eBay’s ad platform offers scalable, performance-driven tools for marketplace sellers and larger brands alike. With flexible ad types and deep analytics, it’s a powerful play for ecommerce operators looking to expand beyond conventional DTC channels.
Why is eBay Ads one of the best?
- Global reach: Active shoppers in 190+ countries across multiple categories.
- Product diversity: Excels in niches like refurbished tech, collectibles, and secondhand goods.
- Seller-friendly tools: Transparent dashboards and low entry barriers for promoted listings.
What kind of ads is eBay Ads best suited for in ecommerce?
- Promoted Listings: Boosts product visibility directly in marketplace search and category results.
- Display Banners: Drives category-level awareness and brand recall across eBay surfaces.
- Category Takeovers: Premium real estate in high-traffic verticals for product launches or brand campaigns.
Who should use eBay Ads?
Retailers and brands that need global access, niche category reach, or a channel outside traditional retail to scale unique product lines.
Who CAN use it?
- Any active eBay seller with a compliant account, active listings, and seller performance above baseline.
- Brands and high-volume sellers can access advanced ad tools via eBay’s Ads Center or through agency support.
Best-suited niches:
- Consumer electronics (new, refurbished, or open box)
- Collectibles, vintage, and unique goods
- Cross-border sellers and import/export businesses
#7 Home Depot Retail Media+
Home Depot Retail Media+ is the go-to retail media channel for brands that build things—literally. As the top home improvement retailer in the U.S., it offers exclusive access to high-spend DIYers, contractors, and project-focused shoppers both online and in-store. For products that require context, planning, and high AOV, this is where ecommerce media and offline action collide.
Home Depot’s ad platform combines rich onsite placements with mobile and in-store digital signage, enabling brands to influence buyers from project inspiration to checkout. If your SKU fits into a weekend renovation or commercial install, this is where it belongs.
Why is Home Depot Retail Media+ one of the best?
- Category ownership: Home improvement shoppers default to Home Depot.
- Project-based targeting: Reach consumers based on renovation, repair, or seasonal needs.
- In-store + digital synergy: Activate across aisle, app, and homepage for full-funnel engagement.
What kind of ads is Home Depot best suited for in ecommerce?
- Sponsored Products: Show up on the digital shelf when shoppers search for tools, fixtures, or materials.
- Native Display & Banners: Position products alongside how-to content and project guides.
- In-store Digital Screens: High-impact visuals placed at the point of decision in physical locations.
Who should use Home Depot Retail Media+?
Brands that sell products for homes, yards, repairs, or upgrades—and want to hit consumers when they’re ready to spend.
Who CAN use it?
- Home Depot suppliers and vendors with in-store or ecommerce distribution.
- Brands via agency partners may get access depending on category and budget fit.
Best-suited niches:
- Building materials and home hardware
- Outdoor/lawn and garden
- Smart home and DIY electronics
#8 Best Buy Ads
Best Buy Ads is built for intent-rich, high-AOV shoppers in the electronics game. It’s not trying to be everything for everyone—it’s focused, data-rich, and omnichannel. With deep insight into consumer tech behavior and a highly considered purchase journey, Best Buy Ads is a prime destination for brands looking to win at the intersection of ecommerce and big-box retail.
The network spans sponsored placements, product bundles, and in-store digital signage, all powered by Best Buy’s unique customer data. Whether it’s a new product launch or accessory attach play, this is where electronics brands get serious about sales.
Why is Best Buy Ads one of the best?
- Tech-first audience: Shoppers come ready to research, compare, and buy.
- Product-level targeting: Leverages SKU and bundle behavior to optimize placements.
- True omnichannel reach: Syncs ecommerce, store media, and co-branded digital campaigns.
What kind of ads is Best Buy Ads best suited for in ecommerce?
- Sponsored Products/Bundles: Get featured in high-intent category searches and comparison flows.
- Onsite Display Ads: Run promos alongside relevant devices or accessories.
- Video Demo Placements: Educate shoppers during discovery, especially on product detail pages.
Who should use Best Buy Ads?
Any brand in the consumer electronics, smart home, or entertainment space that values informed buyers and big-ticket conversions.
Who CAN use it?
- Approved suppliers or distributed brands carried by Best Buy in-store or online.
- Relevant third-party electronics brands may access media via agency or managed service routes.
Best-suited niches:
- Consumer electronics and gadgets
- Gaming, entertainment, and wearables
- Smart home and IoT brands
#9 Macy’s Media Network
Macy’s Media Network blends old-school department store legacy with modern digital targeting. With strongholds in fashion, beauty, and home, Macy’s has turned its ecommerce and editorial footprint into a premium retail media experience. For brands looking to reach style-conscious shoppers in high-consideration categories, it offers a curated, conversion-driven environment.
The network taps into Macy’s loyalty program and seasonal buying behavior, with high-impact placements on homepage takeovers, curated content, and category landing pages. If you’re selling aesthetics, this is where you belong.
Why is Macy’s Media Network one of the best?
- Category strength: Dominates in apparel, beauty, accessories, and home décor.
- Editorial integration: Blends ads with curated content and trend storytelling.
- High shopper intent: Consumers arrive ready to discover, browse, and spend.
What kind of ads is Macy’s Media Network best suited for in ecommerce?
- Homepage Takeovers: Push major launches or promotions with top visibility.
- Shoppable Content: Embed your products into lifestyle editorial and trend guides.
- Sponsored Listings: Get SKUs in front of buyers at the decision point in key categories.
Who should use Macy’s Media Network?
Brands that want to win in style, beauty, or home categories—and tell a story while doing it.
Who CAN use it?
- Macy’s in-store and online partners have direct access to full inventory.
- Non-endemic brands may apply for digital-only placements through managed channels.
Best-suited niches:
- Apparel, footwear, and accessories
- Beauty, skincare, and fragrance
- Home décor and seasonal gift categories
#10 Walgreens Advertising Group (WAG) / CVS Media Exchange
Retail media is going pharmaceutically omnichannel. Walgreens and CVS are now full-fledged players in the space, turning pharmacy foot traffic and health product searches into targeted advertising opportunities. These networks offer CPG and wellness brands access to deeply loyal, health-conscious consumers across both in-store and digital touchpoints.
With a mix of loyalty card data, in-store endcaps, and expanding programmatic video and display options, WAG and CVS are perfect for brands that straddle the line between health, wellness, and personal care. Their growing ad tech integrations make them far more than just “pharmacy media.”
Why are WAG and CVS Media Exchange among the best?
- Health and wellness ownership: Exclusive access to pharmacy-first shopper behavior.
- Omnichannel activation: Combines in-store ads with ecommerce and offsite targeting.
- Programmatic maturity: Both networks are investing in advanced video, display, and personalization tools.
What kind of ads are WAG/CVS best suited for in ecommerce?
- Health Product Promotions: In-app, search, and PDP placements for OTC and personal care.
- In-store Endcap Displays: Capture attention in the aisles and near checkout.
- Programmatic Display/CTV: Extend reach beyond pharmacy via connected TV and the open web.
Who should use WAG/CVS?
Brands with SKUs in health, wellness, personal care, or adjacent household categories—especially if you need both ecommerce and in-store scale.
Who CAN use it?
- Stocked brands in-store or online at Walgreens and CVS.
- Non-endemic advertisers (via offsite or programmatic buys) may gain access depending on audience fit and campaign objectives.
Best-suited niches:
- OTC and health supplement makers
- Skincare and personal wellness brands
- Household and cleaning product advertisers
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