Every category where a model named Amazon 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	0%	23 of 121	33%	12	criticized challenger
Ecommerce platforms	Revenue operations	0%	71 of 71	100%	6	under 10 labels · led by BigCommerce B2B Edition at 47%	=heldSince September 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise. Read over the models both editions asked.
Data clean rooms	GTM data and infrastructure	0%	87 of 100	100%	1	under 10 labels · led by Snowflake Data Clean Rooms at 19%
Direct mail and gifting platforms	Marketing	0%	34 of 90	0%	1	under 10 labels · led by Sendoso at 25%
Order management systems	Revenue operations	0%	106 of 131	100%	1	under 10 labels · led by Zoho Inventory at 25%

Movement

This is the first edition on this tier, so no move can be computed for Amazon 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 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	0	1	0	0	1
GPT-5.4 mini	0	0	0	0	0
Gemini 3.5 Flash	0	0	1	2	3
Perplexity Sonar	0	0	0	2	2
Grok 4.20	0	0	0	2	2
Mistral Small	1	0	0	1	2
DeepSeek V4 Flash	0	0	0	1	1
Llama 4 Maverick	0	0	0	1	1
Qwen 3.7 Flash	0	1	0	0	1
Kimi K2	0	0	0	0	0
GLM 4.7 FlashX	1	0	1	1	3
MiniMax M2.5	1	1	1	1	4
GPT-6 Luna	0	0	0	0	0
Muse Glimmer 30B	0	0	0	1	1

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

Direct8 labels4

Paraphrase3 labelsNone

Comparative1 labelNone

Budget-constrained4 labelsNone

Scale-constrained2 labelsNone

Negative29 labels7not counted in share

First choiceAlternativeMentionNegative47 labels in all, every segment counted; 4 of the 11 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.

“Prioritize platforms with strong automation, robust measurement, and transparent processes, such as Amazon, Walmart Connect, and Target's Roundel” Mistral Small · Retail media · negative prompt · first choice

“Start with Amazon (70-80% of budget) until you have efficiency data” MiniMax M2.5 · Retail media · negative prompt · first choice

“Amazon Advertising (dominant, full-funnel scale)” GLM 4.7 FlashX · Retail media · negative prompt · first choice

“sticking to established leaders (Amazon, Walmart, Target) or highly mature partners is generally safer” Qwen 3.7 Flash · Retail media · negative prompt · alternative

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.

“Marketplaces like Amazon, eBay, Etsy, Walmart Marketplace, and Target Plus - Why avoid: High fees” Mistral Small · Ecommerce · negative prompt · hard negative

“Marketplaces (Amazon, eBay, Etsy, Walmart)... these are the platforms to avoid.” GLM 4.7 FlashX · Ecommerce · negative prompt · hard negative

“relying on native tools like Shopify's basic admin backend or Amazon Seller Central is perfectly fine. However, attempting to scale a multi-channel business on them is a major risk.” Gemini 3.5 Flash · Order management · negative prompt · soft negative

“Amazon if you need to build your own brand or customer relationships, because sellers can face high combined fees, little customer data” Perplexity Sonar · Ecommerce · negative prompt · soft negative

Named alongside

The products named in the same answers as Amazon, over the 47 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Amazon was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Walmart Connect12 of 471Not among the top eight

Walmart12 of 470Not among the top eight

Target Plus8 of 470Not among the top eight

eBay8 of 470Not among the top eight

WooCommerce7 of 471Not among the top eight

Adobe Commerce7 of 470Not among the top eight

Shopify7 of 470Not among the top eight

Skai6 of 471Not among the top eight

Etsy5 of 470Not among the top eight

Squarespace Commerce5 of 470Not 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. 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 44 of the 47 answers that named Amazon and are not a share of its labels.

Domains cited

guideflow.com16

theretailexec.com14

digiday.com13

improvado.io13

osmos.ai13

g2.com11

skai.io10

topsort.com9

bigcommerce.com7

shopify.com7

113 of the 113 domain citations in answers naming Amazon came from somebody else's page.

Pages cited

guideflow.com/blog/retail-media-platforms14

improvado.io/blog/top-retail-media-networks13

osmos.ai/blog/retail-media-evolution-the-complete-guide9

topsort.com/post/best-retail-media-platforms9

osmos.ai/blog/retail-media-marketplaces-retailers-platform-20267

amzprep.com/top-25-ecommerce-platforms-north-america6

fitsmallbusiness.com/guide-to-retail-media-for-smbs6

theretailexec.com/platform-management/how-to-choose-an-ecommerce-platform6

Pages are listed as the models cited them.

Search and answers

amazon.com ranks 9 on Google for the category's searches. In the answers, Amazon takes 0% of first choices and Amazon Ads takes 33%.

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In search

Google, US estimates

Position for “retail media advertising platform”

–

not in the top ten

Position for “best retail media advertising platform”

Searches for its name, Google: 151,000,000 a month (“amazon”)
AI search demand for its name, est.: 1,380,939 a month
Organic visits to its site: about 1,681,997,879 a month
Searches its site ranks for: 41,877,954 · 12,884,125 in the top three
Sites linking to it: 3,228,430
Paid Google search: 559 searches its ads show for, about 25,126 clicks and $106,125 a month (estimate)

Ads on GoogleDetailLess

115+ ads · 115 text · 115 shown in the last 30 days

First shown October 2021, as Amazon.com Services LLC, verified. Ads started 2025-10 to 2026-09: 84 in the year, 31 before. 5 more by other advertisers linking to it.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

rank 23 of 121 in retail media

Segment leader

33%

Amazon Ads

First choices: 4 across its categories
Named in: 47 answers
Its own site cited: in 44 of the answers that named it

Search figures are US estimates from DataForSEO, read September 28, 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.

What it publishes

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Addresses on amazon.com

10,006

subdomains included

Content

886

counted in the table below

Documentation

Product · Integration

0 · 0

Kind	Pages	Last 90 days	Latest
News or press	391	0	2025-09-17
Report or ebook	282	9	2026-07-29
Blog	132	0	2024-10-22
Case study	26	undated
Conference or event	21	0	2025-12-10
Template or tool	20	undated
Glossary or explainer	12	undated
Comparison	1	0	2025-03-25
Podcast or video	1	undated

Most recent

2026-07-29Media planning api suite report or ebook
2026-07-29Media planning api suite report or ebook
2026-07-29Media planning api suite report or ebook
2026-07-22Performance plus cpa best practices report or ebook
2026-07-22Performance plus cpa best practices report or ebook
2026-07-22Performance plus cpa best practices report or ebook

How it is countedHide how it is counted

Every page amazon.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read September 29, 2026.

Names read as Amazon

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

Amazon Business 3Amazon Seller Central 1

Follow Amazon

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.

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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 AMC, Amazon Ads Agent, Amazon Advertising, 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: Spend less. Smile more.
amazon.com
For: people who work for Amazon
trust.amazon.com
Not stated on the pages read: Price, starting price, free plan or trial, integrations, certifications, hosting, customers

What Amazon's own pages state, read October 5, 2026: amazon.com, trust.amazon.com. 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'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, 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 by email, built from the raw record of the edition. It shows:

where Amazon 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, 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.