Amazon and Walmart shift retail-media ads onsite

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2▲2 ▼3Impact / 5
Summary · why it matters

Amazon and Walmart are leaning more heavily on their own digital platforms to reach shoppers closer to making a purchase, while other retail-media networks rely more on advertising outside their websites, according to Sensor Tower. Amazon had 56% of its retail-media ad impressions onsite in the first half of 2026, compared with 44% offsite. Walmart increased its onsite share to 44%, up 27 percentage points from a year earlier, as it sought to capture search demand from shoppers closer to purchase. By comparison, Best Buy allocated 93% of its measured impressions offsite, while Target was at 92%, and Instacart and Sephora ran entirely offsite campaigns. The broader retail-media market contracted 17% year over year to 223 billion U.S. ad impressions in the first half, with Amazon accounting for a 60% share despite a 16% decline in impressions, according to the report covering 32 U.S. retail networks.

Impact on assets 5

Consumer Staples± Mixed · 2 stocks
Walmart Inc.
WMT
▲ PositiveDemandrelevance

Walmart increased onsite ad share to 44%, up 27 percentage points, showing successful capture of shopper search demand.

Target Corporation
TGT
▼ NegativeDemandrelevance

Target's retail-media ads are 92% offsite, indicating a lack of alignment with the industry's move to onsite advertising.

Artificial Intelligence▲ · 1 stocks
Amazon.com Inc
AMZN
▲ PositiveDemandrelevance

Amazon's onsite retail-media ads dominate with 56% share, indicating strong advertiser demand for its platform.

Consumer Discretionary▼ · 1 stocks
Best Buy Co. Inc
BBY
▼ NegativeDemandrelevance

Best Buy's retail-media ads are 93% offsite, contrasting with the onsite trend, suggesting weaker performance in capturing purchase intent.

Cloud & Digital Infrastructure▼ · 1 stocks
Maplebear Inc.
CART
▼ NegativeDemandrelevance

Instacart runs entirely offsite campaigns, missing the shift to onsite ads, which may reduce its retail-media competitiveness.

Off-coverage companies 1

SephoraPrivate± Mixed
relevance

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