Retail media platforms · November 2026 Edition
Amazon Ads vs Amazon Advertising
Nine of fourteen models named Amazon Ads first on the direct prompt; two named Amazon Advertising. Amazon Ads was named by fourteen of the fourteen models and Amazon Advertising by eight and Amazon Ads carries 55 labels and Amazon Advertising 11, so the shares are not directly comparable.
Named in six categories this edition.
By Amazon, Seattle, United States, founded 1994. Named in one category this edition.
First-choice share62%6%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate9%18%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#1#3A position in a field of 9; printed, not drawn.
Labels5511A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, Amazon Ads reading right to left. Rank and label count are printed, not drawn.Amazon Ads vs Pacvue · Amazon Ads vs Skai · Amazon Ads vs Walmart Connect
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the retail media platforms page.
By framing
How many of the fourteen models made each the first choice, per way of asking, and how many argued against it.
Amazon AdsFirst choices, of fourteen modelsAmazon Advertising
Direct92
Paraphrase61
Comparative94
Budget-constrained140
Scale-constrained00
Negative405 against Amazon Ads · 2 against Amazon Advertising
Bars are first choices, 0 to 14 each sideModels that argued againstA model can name both, so the two sides of a row do not sum to fourteen.
Every model, every framing
The eighty-four answers behind the chart above, one cell each: where Amazon Ads and Amazon Advertising stood in it.
| Model | Direct | Paraphrase | Comparative | Budget-constrained | Scale-constrained | Negative |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | | | ||||
| GPT-5.4 mini | | | | |||
| Gemini 3.5 Flash | | | | | ||
| Perplexity Sonar | | | | | | |
| Grok 4.20 | | | | | | |
| Mistral Small | | | | | | |
| DeepSeek V4 Flash | | | | | | |
| Llama 4 Maverick | | | | |||
| Qwen 3.7 Flash | | | | | | |
| Kimi K2 | | | | | | |
| GLM 4.7 FlashX | | | | | | |
| MiniMax M2.5 | | | | | | |
| GPT-6 Luna | | | | | ||
| Muse Glimmer 30B | | | | | |
Amazon Ads Amazon Advertising first choice named as an alternative argued againstblank: not namedEach cell is one answer, Amazon Ads on the left and Amazon Advertising on the right.The direct prompt
The plain question, one answer per model, grouped by where Amazon Ads and Amazon Advertising stood in it.
Amazon Ads first, Amazon Advertising not the choice
9 of 14 modelsAmazon Advertising was named in the answer but not as the choice, or not at all.Perplexity SonarAmazon Ads alternatives: Criteo Commerce Max, Pacvue, Walmart Connect
Grok 4.20Amazon Ads alternatives: AdLib, Walmart Connect
Mistral SmallAmazon Ads
DeepSeek V4 FlashAmazon Ads alternatives: Criteo, Skai
Llama 4 MaverickAmazon Ads
GLM 4.7 FlashXAmazon Ads alternatives: AdLib, Walmart Connect
MiniMax M2.5Amazon Ads alternatives: Walmart Connect
GPT-6 LunaAmazon Ads alternatives: Pacvue, Skai
Muse Glimmer 30BAmazon Ads alternatives: Criteo Commerce Max, Criteo Retail Media, Mirakl Ads, Walmart Connect
Amazon Advertising first, Amazon Ads not the choice
2 of 14 modelsAmazon Ads was named in the answer but not as the choice, or not at all.Gemini 3.5 FlashAmazon Advertising alternatives: 6sense, Alibaba.com Marketing Services, Demandbase, Home Depot Pro Xtra, LinkedIn Campaign Manager, Pacvue, Skai, Walmart
Qwen 3.7 FlashAmazon Advertising alternatives: AdLib, Criteo, Staples Connect, Walmart Connect
Neither was the first choice, one was named
1 of 14 modelsThe answer put something else first and named one of the two as an alternative.Kimi K2Criteo alternatives: Amazon Ads, Microsoft Advertising
Neither was named
2 of 14 modelsThe answer made no first choice from these two in this category.Claude Haiku 4.5StackAdapt alternatives: AdRoll ABM, Demandbase
GPT-5.4 miniPacvue alternatives: 6sense, Intentwise, Skai
Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment and they are never added together. The figures above are the mid-market standing, which is the one the category orders by.
Small business
Amazon Ads leads by forty-nine points.
Amazon Ads51%#1 of 12Amazon Advertising2%#7 of 12Mid-marketThe figures above
Amazon Ads leads by fifty-five points.
Amazon Ads62%#1 of 9Amazon Advertising6%#3 of 9Enterprise
Amazon Ads leads by two points.
Amazon Ads12%#2 of 14Amazon Advertising10%#3 of 14What the models said about Amazon Ads
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of seven in this category shown.
“some AI models explicitly advise avoiding "pure retail media platforms" like standard Amazon Ads or Walmart Connect” Mistral Small · negative prompt · hard negative
“Amazon Ads: 12% of labels were negative, with 11 out of 14 models giving it a hard negative rating.” Llama 4 Maverick · negative prompt · hard negative
“Amazon remains the scale leader but also exemplifies the measurement limitation: it dominates spend yet measurement is confined to Amazon-owned sales with overlap risk” Muse Glimmer 30B · negative prompt · soft negative
“Major, established networks like Amazon Ads, Walmart Connect, Target Roundel, Kroger Precision Media, and Instacart Ads have the most mature technology, transparent reporting, and proven ROI” MiniMax M2.5 · negative prompt · first choice
“Keep your core investments in large, technologically mature networks (e.g., Amazon, Walmart Connect, Target Roundel) where self-serve scale and measurement are robust.” Gemini 3.5 Flash · negative prompt · first choice
“The safest approach is to be most confident with Amazon Ads and Walmart Connect (which have scale, robust data infrastructure, and more mature measurement)” DeepSeek V4 Flash · negative prompt · first choice
What the models said about Amazon Advertising
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Five of six in this category shown.
“Experts advise avoiding this *unless* you are a heavy volume seller with robust unit economics.” Qwen 3.7 Flash · negative prompt · hard negative
“Amazon, Walmart, Instacart, and other networks may count the same shoppers, causing duplicated reach and over-attributed conversions” Perplexity Sonar · negative prompt · soft negative
“Market position: Undisputed leader... Amazon Advertising dominates the American retail media space, grabbing ~75% of marketers’ dollars” Muse Glimmer 30B · comparative prompt · first choice
“I recommend starting with Amazon Advertising as your primary platform for running and managing retail media ads” Grok 4.20 · paraphrase prompt · first choice
“For most mid-market B2B product companies, Amazon Business Ads is the single best starting point” Gemini 3.5 Flash · direct prompt · first choice
Also compared
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.