Amazon Launches Ad Tech Service for Retailers to Expand Advertising Reach

The new Amazon Retail Ad Service allows third-party retailers to use Amazon's ad tools, potentially reshaping the retail media landscape.

Amazon has introduced the Amazon Retail Ad Service, enabling retailers to use its ad technology on their own ecommerce sites.
The service leverages Amazon's machine learning models trained on trillions of shopping signals to deliver contextually relevant ads.
Participating retailers can customize ad placements, formats, and reporting tools while managing their data through Amazon Web Services (AWS).
Early adopters of the beta program include smaller retailers like Oriental Trading Company, iHerb, and Weee!, with the service currently available in the U.S.
This move positions Amazon to compete directly with ad tech firms like Criteo and could provide the company with additional data to enhance its ad prediction capabilities.