Amazon and Walmart already dominate retail media spending, and both have gotten into streaming TV to grab ad budgets bigger than retail and shopper marketing spend.
However, the two differ in what they offer advertisers.
Amazon has spent years building premium content through Prime Video, and the company also has rights to major sporting events like the NFL’s Thursday Night Football. Walmart is earlier in this journey, using its late 2024 Vizio acquisition to leverage streaming TV infrastructure.
Amazon’s $70 billion ad business is significantly bigger than Walmart’s $6.4 billion business. However, the two are the largest retail media sellers and will make up 89% of incremental spending this year, according to Emarketer.
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