Amazon Ads vs Walmart Connect
Six of fourteen models named Amazon Ads first on the direct prompt; three named Walmart Connect. Both were named by all fourteen models and Amazon Ads carries 43 labels and Walmart Connect 56, so the shares are not directly comparable.
Amazon Ads
endorsed leaderNamed in five categories this edition.
Named in two categories 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 Walmart Connect were named in the same answer ninety-seven times, of the 145 answers naming Amazon Ads and the 157 naming Walmart Connect. In those answers Walmart Connect took the first choice four times and Amazon Ads fifty-four.
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 | |
Walmart ConnectAA first choiceAA named as an alternativeAA argued againstblank: not namedEach cell is one answer, Amazon Ads on the left and Walmart Connect on the right.The direct prompt
Both were the first choice
2 of 14 modelsThe answer named them together, and the judge labeled each a first choice.Amazon Ads first, Walmart Connect an alternative
4 of 14 modelsWalmart Connect was named in the answer but not as the choice, or not at all.Walmart Connect first, Amazon Ads an alternative
1 of 14 modelsAmazon Ads was named in the answer but not as the choice, or not at all.Neither was the first choice, one was named
1 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
Walmart Connect10%#3 of 10Walmart Connect16%#2 of 9Walmart Connect9%#3 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 Walmart Connect
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of eight in this category shown.
“Avoid pure retail media platforms (like standard Amazon Ads or Walmart Connect)” Kimi K2 · direct prompt · hard negative
“While platforms like Walmart Connect and Instacart Ads are popular, they are not always the most cost-effective and may require significant investment for smaller teams” Mistral Small · negative prompt · soft negative
“Platforms like Amazon Advertising, Walmart Connect, Target Roundel, and similar retail media networks focus on: Consumer shopping behavior” Claude Haiku 4.5 · paraphrase prompt · soft negative
“start with Walmart Connect if you want the best balance of scale, self-service accessibility, and retail-media maturity for a mid-market team” GPT-5.4 mini · direct prompt · first choice
“The best retail media advertising platform for a company with a limited budget is Amazon Advertising or Walmart Connect.” Llama 4 Maverick · budget prompt · first choice
“For the smallest budgets, Walmart Connect is typically the best starting point due to lower costs and competition.” MiniMax M2.5 · budget prompt · first choice
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.