# Retail media platforms for small business buyers: what AI models recommend, October 2026

Gane Index, October 2026 Edition. Asked as "retail media advertising platform" and as "platform to run and manage retail media ads", six framings each, to fourteen models with search on, on behalf of a small B2B company. Added to the October 2026 Edition on October 4, 2026. Page: https://www.gane.ai/index/gtm/marketing/retail-media-platforms/2026-10/smb

This is the permanent record of the October 2026 Edition, published October 1, 2026 and superseded since. The current standing: https://www.gane.ai/index/gtm/marketing/retail-media-platforms/smb/index.md

**Standing:** Amazon Ads leads with 38% of first choices; verdict contested. 52 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [Amazon Ads](https://www.gane.ai/index/gtm/vendors/amazon-ads/index.md) | 38% | 12% | 41 |
| 2 | [Amazon Advertising](https://www.gane.ai/index/gtm/vendors/amazon-advertising/index.md) | 29% | 30% | 27 |
| 3 | [Walmart Connect](https://www.gane.ai/index/gtm/vendors/walmart-connect/index.md) | 10% | 21% | 62 |
| 4 | [LinkedIn Campaign Manager](https://www.gane.ai/index/gtm/vendors/linkedin-campaign-manager/index.md) | 4% | 9% | 11 |
| 11 | [Criteo](https://www.gane.ai/index/gtm/vendors/criteo/index.md) | 2% | 30% | 10 |
| 14 | [Instacart Ads](https://www.gane.ai/index/gtm/vendors/instacart-ads/index.md) | 0% | 10% | 29 |
| 15 | [Teikametrics](https://www.gane.ai/index/gtm/vendors/teikametrics/index.md) | 0% | 0% | 10 |
| 27 | [Pacvue](https://www.gane.ai/index/gtm/vendors/pacvue/index.md) | 0% | 27% | 11 |
| 105 | [Kroger Precision Marketing](https://www.gane.ai/index/gtm/vendors/kroger-precision-marketing/index.md) | 0% | 43% | 14 |
| 110 | [Target Roundel](https://www.gane.ai/index/gtm/vendors/target-roundel/index.md) | 0% | 57% | 30 |

Rank is by share of first choices among all 110 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: Amazon Advertising, LinkedIn Campaign Manager; alternatives AdRoll ABM
- GPT-5.4 mini: Amazon Ads; alternatives Instacart Ads, Walmart Connect
- Gemini 3.5 Flash: Amazon Ads; alternatives Orange Apron Media, Perpetua, Teikametrics Flywheel, Walmart Connect
- Perplexity Sonar: Amazon Ads; alternatives Moloco Retail Media Platform, Topsort
- Grok 4.20: Amazon Ads; alternatives Teikametrics, Walmart Connect
- Mistral Small: Amazon Advertising; alternatives Walmart Connect, Wayfair Advertising
- DeepSeek V4 Flash: Amazon Ads; alternatives Google Ads, Pacvue, Teikametrics, Walmart Connect
- Llama 4 Maverick: no first choice
- Qwen 3.7 Flash: Faire; alternatives Alibaba.com, Amazon Advertising
- Kimi K2: Google Ads, LinkedIn Campaign Manager; alternatives Amazon Advertising, Meta Ads, Microsoft Advertising
- GLM 4.7 FlashX: Amazon Advertising; alternatives Microsoft Advertising, Walmart Connect
- MiniMax M2.5: Amazon Advertising, Walmart Connect; alternatives Moloco Retail Media Platform, Quartile
- GPT-6 Luna: Amazon Ads; alternatives Walmart Connect
- Muse Glimmer 30B: Amazon Advertising; alternatives Criteo, Walmart Connect

## Sources the answers cite

78 of 84 answers came back with a source list, from 14 of 14 models. Sites named in the most answers:

- guideflow.com: 45 answers, 47 citations
- improvado.io: 41 answers, 42 citations
- fitsmallbusiness.com: 41 answers, 41 citations
- osmos.ai: 39 answers, 48 citations
- g2.com: 38 answers, 45 citations
- theretailexec.com: 25 answers, 25 citations
- advertising.amazon.com: 22 answers, 54 citations
- madgicx.com: 22 answers, 28 citations

Pages named in the most answers:

- https://guideflow.com/blog/retail-media-platforms (45 answers)
- https://fitsmallbusiness.com/guide-to-retail-media-for-smbs (41 answers)
- https://improvado.io/blog/top-retail-media-networks (41 answers)
- https://theretailexec.com/tools/best-retail-media-platform (25 answers)
- https://osmos.ai/blog/retail-media-marketplaces-retailers-platform-2026 (23 answers)
- https://g2.com/categories/retail-media-advertising-platforms/small-business (20 answers)
- https://marketplaceadpros.com/guides/best-retail-media-platforms-small-brands-2026 (20 answers)
- https://moloco.com/zh/blog/retail-media-platforms (20 answers)
- https://osmos.ai/blog/retail-media-evolution-the-complete-guide (17 answers)
- https://voyado.com/resources/blog/best-retail-media-software (17 answers)

## Warned against

- Walmart Connect: 13 of 62 labels negative. "Many RMNs (including Amazon DSP, Walmart Connect, and Macy’s Media Network) encourage brands to buy "off-site" programmatic display and video ads... Verdict: Avoid." (Gemini 3.5 Flash, negative prompt)
- Target Roundel: 17 of 30 labels negative. "Platforms to Avoid or Approach with Extreme Caution:
- Target Roundel:
  - Why: High barriers—managed services often $50K+/quarter" (Grok 4.20, negative prompt)
- Amazon Advertising: 8 of 27 labels negative. "Platforms to Avoid or Be Very Cautious About ... Amazon Advertising - High costs with double-dip fees" (MiniMax M2.5, negative prompt)
- Kroger Precision Marketing: 6 of 14 labels negative. "Avoid premium retail media networks (like Kroger Precision Marketing or Criteo-managed networks) that require $5K–$25K monthly minimums" (DeepSeek V4 Flash, direct prompt)

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, October 2026 Edition, www.gane.ai/index/gtm.