Retail media platforms · November 2026 Edition
Amazon Ads vs Walmart Connect
Nine of fourteen models named Amazon Ads first on the direct prompt; zero named Walmart Connect. Both were named by all fourteen models and Amazon Ads carries 55 labels and Walmart Connect 58, so the shares are not directly comparable.
Named in six categories this edition.
Named in three categories this edition.
First-choice share62%2%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate9%12%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#1#5A position in a field of 9; printed, not drawn.
Labels5558A 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 Amazon Advertising · Amazon Ads vs Skai
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 modelsWalmart Connect
Direct90
Paraphrase60
Comparative94
Budget-constrained141
Scale-constrained00
Negative435 against Amazon Ads · 7 against Walmart Connect
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.
Across every category in the November 2026 Edition, Amazon Ads and Walmart Connect were named in the same answer 123 times, of the 189 answers naming Amazon Ads and the 158 naming Walmart Connect. In those answers Walmart Connect took the first choice two times and Amazon Ads sixty-six.
Every model, every framing
The eighty-four answers behind the chart above, one cell each: where Amazon Ads and Walmart Connect 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 Walmart Connect first choice named as an alternative argued againstblank: not namedEach cell is one answer, Amazon Ads on the left and Walmart Connect on the right.The direct prompt
The plain question, one answer per model, grouped by where Amazon Ads and Walmart Connect stood in it.
Amazon Ads first, Walmart Connect an alternative
9 of 14 modelsWalmart Connect 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
Neither was the first choice, one was named
2 of 14 modelsThe answer put something else first and named one of the two as an alternative.Qwen 3.7 FlashAmazon Advertising alternatives: AdLib, Criteo, Staples Connect, Walmart Connect
Kimi K2Criteo alternatives: Amazon Ads, Microsoft Advertising
Neither was named
3 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
Gemini 3.5 FlashAmazon Advertising alternatives: 6sense, Alibaba.com Marketing Services, Demandbase, Home Depot Pro Xtra, LinkedIn Campaign Manager, Pacvue, Skai, Walmart
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 thirty-eight points.
Amazon Ads51%#1 of 12Walmart Connect13%#2 of 12Mid-marketThe figures above
Amazon Ads leads by sixty points.
Amazon Ads62%#1 of 9Walmart Connect2%#5 of 9Enterprise
Amazon Ads leads by four points.
Amazon Ads12%#2 of 14Walmart Connect8%#5 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 Walmart Connect
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of eight in this category shown.
“Any platform that is a strict walled garden with redacted ad IDs and no independent verification, particularly Walmart Connect” Muse Glimmer 30B · negative prompt · hard negative
“Walmart Connect: 18% of labels were negative, with 8 out of 12 models giving it a hard negative rating.” Llama 4 Maverick · negative prompt · hard negative
“explicitly advise avoiding "pure retail media platforms" like standard Amazon Ads or Walmart Connect” Mistral Small · negative prompt · hard negative
“Walmart Connect remains the undisputed leader in retail media with massive online traffic, thousands of physical stores, and one of the richest first-party datasets in retail” Claude Haiku 4.5 · comparative prompt · first choice
“Major, established networks like Amazon Ads, Walmart Connect, Target Roundel, Kroger Precision Media, and Instacart Ads have the most mature technology” MiniMax M2.5 · negative prompt · first choice
“Keep your core investments in large, technologically mature networks (e.g., Amazon, Walmart Connect, Target Roundel)” Gemini 3.5 Flash · negative 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.