Amazon Ads vs Criteo
Nine of fourteen models named Amazon Ads first on the direct prompt; one named Criteo. Amazon Ads was named by fourteen of the fourteen models and Criteo by eight and Amazon Ads carries 55 labels and Criteo 10, so the shares are not directly comparable.
Named in six categories this edition.
Paris, France, founded 2005. Named in two categories this edition.
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
Amazon AdsFirst choices, of fourteen modelsCriteo
Across every category in the November 2026 Edition, Amazon Ads and Criteo were named in the same answer twenty-four times, of the 189 answers naming Amazon Ads and the 61 naming Criteo. In those answers Criteo took the first choice one time and Amazon Ads nine.
Every model, every framing
| 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 Criteo first choice named as an alternative argued againstblank: not namedEach cell is one answer, Amazon Ads on the left and Criteo on the right.The direct prompt
Amazon Ads first, Criteo an alternative
9 of 14 modelsCriteo was named in the answer but not as the choice, or not at all.Criteo first, Amazon Ads an alternative
1 of 14 modelsAmazon Ads was named in the answer but not as the choice, or not at all.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.Neither was named
3 of 14 modelsThe answer made no first choice from these two in this category.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
Amazon Ads51%#1 of 12Criteo0%#– of 12Amazon Ads12%#2 of 14Criteo0%#8 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 Criteo
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Five of five in this category shown.
“Criteo: 30% of labels were negative, with 10 out of 14 models giving it a hard negative rating.” Llama 4 Maverick · negative prompt · hard negative
“Criteo: also flagged for significant invalid traffic exposure” Kimi K2 · negative prompt · soft negative
“I'd recommend Criteo as the best starting point” Kimi K2 · direct prompt · first choice
“Criteo — *Best for Commerce AI & Off-Site Reach*” DeepSeek V4 Flash · direct prompt · alternative
“implement a platform like Criteo or AdLib” Qwen 3.7 Flash · direct prompt · alternative
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.