Asda partners with Amazon to advance retail media offering
UK-first deal introduces Amazon Retail Ad Service to enhance targeting and ad performance across the retailer’s digital platforms.
Asda has partnered with Amazon Ads to introduce advanced retail media capabilities across its online platforms in the UK, becoming the first retailer outside the United States to deploy Amazon Retail Ad Service. The agreement aims to improve how brands connect with shoppers through data-driven advertising.
The rollout, scheduled to begin in phases from the fourth quarter of the year, will integrate Amazon’s ad technology into Asda’s online grocery and George platforms. The system uses machine learning and shopping behaviour data to deliver more relevant ads, helping customers find products more efficiently while enabling brands to target audiences with greater precision.
“We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need,” said Rachel Eyre, Asda’s Chief Customer and Digital Officer.
The partnership represents a significant step in the chain’s strategy to strengthen its retail media offering, providing advertisers with improved measurement tools and insights.
It also addresses growing demand for more effective digital advertising in retail environments, where audience targeting and performance tracking are becoming increasingly important. For advertisers, the integration offers greater consistency and reduced complexity in managing campaigns across multiple platforms.
