Amazon Ads vs Instacart Ads
Six of fourteen models named Amazon Ads first on the direct prompt; zero named Instacart Ads. Both were named by all fourteen models and Amazon Ads carries 43 labels and Instacart Ads 29, so the shares are not directly comparable.
Amazon Ads
endorsed leaderNamed in five categories this edition.
Named in one category this edition.
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the retail media platforms page.
By framing
Across every category in the October 2026 Edition, Amazon Ads and Instacart Ads were named in the same answer fifty-seven times, of the 145 answers naming Amazon Ads and the 73 naming Instacart Ads. In those answers Instacart Ads took the first choice zero times and Amazon Ads thirty-eight.
Every model, every framing
| Model | DirectAA | ParaphraseAA | ComparativeAA | Budget-constrainedAA | Scale-constrainedAA | NegativeAA |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | AA | AA | ||||
| GPT-5.4 mini | AA | AA | AA | |||
| Gemini 3.5 Flash | AA | AA | ||||
| Perplexity Sonar | AA | AA | | |||
| Grok 4.1 Fast | AA | AA | AA | AA | AA | |
| Mistral Small | AA | AA | | |||
| DeepSeek V4 Flash | AA | AA | AA | AA | ||
| Llama 4 Maverick | ||||||
| Qwen 3.7 Flash | AA | AA | ||||
| Kimi K2 | AA | | ||||
| GLM 4.7 FlashX | AA | AA | AA | |||
| MiniMax M2.5 | AA | AA | ||||
| GPT-6 Luna | AA | AA | AA | |||
| Muse Glimmer 30B | AA | AA | AA | |
Instacart AdsAA first choiceAA named as an alternativeAA argued againstblank: not namedEach cell is one answer, Amazon Ads on the left and Instacart Ads on the right.The direct prompt
Amazon Ads first, Instacart Ads not the choice
6 of 14 modelsInstacart Ads was named in the answer but not as the choice, or not at all.Neither was the first choice, one was named
2 of 14 modelsThe answer put something else first and named one of the two as an alternative.Neither was named
6 of 14 modelsThe answer made no first choice from these two in this category.Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
Instacart Ads0%#6 of 10Instacart Ads2%#5 of 9Instacart Ads0%#11 of 11What the models said about Amazon Ads
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Three of four in this category shown.
“Start with Amazon Ads if your B2B products appear on Amazon ... it has the broadest tools, mid-market accessibility, and some B2B extensions.” Grok 4.1 Fast · direct prompt · first choice
“Amazon Ads (including Amazon Business and the DSP) is the most practical "best-fit" retail-media platform for most mid-market B2B companies.” MiniMax M2.5 · direct prompt · first choice
“Amazon remains the default for many brands due to its scale, mature tools, and proven performance. However, it can be competitive and expensive.” GLM 4.7 FlashX · comparative prompt · first choice
What the models said about Instacart Ads
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of eight in this category shown.
“such as Swiftly and Instacart Ads, have limited third-party review coverage, making it harder to validate their performance and reliability” Mistral Small · negative prompt · soft negative
“API rate limits can bottleneck high-volume advertisers, the schema has quarterly breaking changes requiring connector maintenance” Claude Haiku 4.5 · negative prompt · soft negative
“Instacart Ads if you are not a grocery/CPG brand, need scale beyond its audience” Perplexity Sonar · negative prompt · soft negative
“Amazon Advertising or Instacart Ads (if in grocery/FMCG) offer the best combination of low barriers to entry” Kimi K2 · budget prompt · first choice
“If you are a CPG brand trying to win the digital or physical grocery cart, prioritize Instacart and Kroger.” Gemini 3.5 Flash · comparative prompt · alternative
“If you sell grocery products and your customers shop through Instacart, its ads may be a better fit” GPT-6 Luna · budget prompt · alternative
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.