Every category where a model named Amazon Advertising for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant	Since September 2026
Retail media platforms	Marketing	7%	4 of 121	11%	9	under 10 labels · led by Amazon Ads at 33%
Programmatic and display advertising	Marketing	0%	56 of 92	0%	1	under 10 labels · led by StackAdapt at 48%	newNew since September 2026: not ranked then, 0% now.
Video advertising	Marketing	0%	37 of 114	0%	1	under 10 labels · led by StackAdapt at 32%	newNew since September 2026: not ranked then, 0% now.

Movement

This is the first edition on this tier, so no move can be computed for Amazon Advertising yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Amazon Advertising across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	1	0	0	1	2
GPT-5.4 mini	0	0	0	0	0
Gemini 3.5 Flash	0	0	0	0	0
Perplexity Sonar	0	0	0	0	0
Grok 4.20	0	0	0	0	0
Mistral Small	2	1	0	0	3
DeepSeek V4 Flash	0	0	0	0	0
Llama 4 Maverick	1	0	0	0	1
Qwen 3.7 Flash	1	0	0	0	1
Kimi K2	2	0	0	0	2
GLM 4.7 FlashX	0	0	0	0	0
MiniMax M2.5	0	1	1	0	2
GPT-6 Luna	0	0	0	0	0
Muse Glimmer 30B	0	0	0	0	0

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct6 labels4

Paraphrase5 labels3

Comparative7 labels4not counted in share

Budget-constrained12 labels10

Scale-constrained0 labelsNone

Negative7 labelsNone

First choiceAlternativeMentionNegative37 labels in all, every segment counted; 17 of the 21 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“The largest, with a 35% global market share and $59 billion in revenue. It's best for high-intent commerce demand capture” Mistral Small · Retail media · comparative 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 · Retail media · budget prompt · first choice

“Amazon Advertising and Walmart Connect are frequently recommended as the top choices for small budgets.” Mistral Small · Retail media · budget prompt · first choice

“Amazon Advertising is widely considered the best retail media platform to start with” Qwen 3.7 Flash · Retail media · budget prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Retail media platforms are primarily designed for B2C businesses. Platforms like Amazon Advertising, Walmart Connect, Target Roundel” Claude Haiku 4.5 · Retail media · paraphrase prompt · soft negative

Named alongside

The products named in the same answers as Amazon Advertising, over the 37 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Amazon Advertising was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Walmart Connect31 of 372Not among the top eight

Target Roundel12 of 370Not among the top eight

Instacart Ads11 of 372Not among the top eight

Google Ads7 of 372Not among the top eight

LinkedIn Campaign Manager5 of 373Not among the top eight

Criteo5 of 370Not among the top eight

Kroger Precision Marketing5 of 370Not among the top eight

CitrusAd4 of 370Not among the top eight

Microsoft Advertising4 of 370Not among the top eight

Moloco Retail Media Platform4 of 370Not among the top eight

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Amazon Advertising. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 36 of the 37 answers that named Amazon Advertising and are not a share of its labels.

Domains cited

madgicx.com18

guideflow.com17

improvado.io17

fitsmallbusiness.com16

osmos.ai15

g2.com12

marketplaceadpros.com8

moloco.com8

us.fitgap.com8

rmiq.net7

126 of the 126 domain citations in answers naming Amazon Advertising came from somebody else's page.

Pages cited

guideflow.com/blog/retail-media-platforms17

improvado.io/blog/top-retail-media-networks17

fitsmallbusiness.com/guide-to-retail-media-for-smbs16

madgicx.com/blog/ad-tech-platform-for-retail-advertising15

osmos.ai/blog/retail-media-marketplaces-retailers-platform-202610

marketplaceadpros.com/guides/best-retail-media-platforms-small-brands-20268

moloco.com/zh/blog/retail-media-platforms8

stellarising.com/blog/retail-media-networks-guide7

Pages are listed as the models cited them.

Search and answers

Where Amazon Advertising stands in Google search beside where it stands in the models' answers.

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In search

Google, US estimates

Searches for its name, Google: 18,100 a month (“amazon advertising”)
AI search demand for its name, est.: 522 a month
Its own site: It sits on Amazon's site (amazon.com), so there are no site figures for it alone

In answers

This edition

Share of first choices

rank 4 of 121 in retail media

Segment leader

33%

Amazon Ads

First choices: 17 across its categories
Named in: 37 answers
Its own site cited: in 36 of the answers that named it

Search figures are US estimates from DataForSEO, read October 5, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

Names read as Amazon Advertising

What the judge wrote, as written, with how often. The vendor table decides that these count as Amazon Advertising; a claim can dispute any of them.

Amazon Advertising (Amazon DSP & Sponsored Brands Video) 1

Follow Amazon Advertising

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

The company

Amazon is the company behind Amazon Advertising.

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On record

Wikidata

Website: amazon.com
Headquarters: Seattle, United States
Founded: 1994
Employees: about 1,500,000 (2023)
Ownership: Public, AMZN on Nasdaq
Also from Amazon: Amazon, Amazon AMC, Amazon Ads Agent, Amazon Audio Ads, Amazon Brand Registry, Amazon Business Ads, Amazon Business Advertising, Amazon Connect and 4 more

Fetched September 14, 2026, with a correction applied. These describe the company, not the product's standing, and a claimed page can dispute any of them. · Wikidata · Crunchbase

In its own words

Stated by the vendor, not checked

Positioning: Boost visibility and increase sales with Amazon Ads
sell.amazon.com/advertising
For: sellers; Professional Amazon sellers; Professional sellers with a brand enrolled in Amazon Brand Registry
sell.amazon.com/advertising
Price stated: cost-per-click (CPC); there are no monthly costs for Sponsored Products campaigns—you pay only when shoppers actually click your ad; Brand Stores can be free; the cost of display ad and video ad campaigns can vary depending on format and placement sell.amazon.com/advertising
Free plan or trial: Brand Stores for free sell.amazon.com/advertising
Certifications: Sponsored ads certificationSponsored ads advanced certificationAmazon Ads Programmatic Solutions CertificationAmazon Ads Programmatic Solutions Advanced Certification
Hosting: Amazon stores globally
Customers named: Macy'sAsdaGreen GobblerEmpire Case
Not stated on the pages read: Starting price, integrations

What Amazon Advertising's own pages state, read October 5, 2026: sell.amazon.com/advertising, advertising.amazon.com/retail-ad-service, advertising.amazon.com/products/sponsored-ads, sell.amazon.com/advertising/sponsored-products, advertising.amazon.com/adtech-solutions/amazon-ads-agent. A claimed page can correct any of them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Amazon Advertising's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Amazon Advertising, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Amazon Advertising by email, built from the raw record of the edition. It shows:

where Amazon Advertising is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Amazon Advertising, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.