Retail media platforms · November 2026 Edition
Amazon Advertising vs Criteo
Two of fourteen models named Amazon Advertising first on the direct prompt; one named Criteo. Amazon Advertising was named by eight of the fourteen models and Criteo by eight and Amazon Advertising carries 11 labels and Criteo 10, so the shares are not directly comparable.
By Amazon, Seattle, United States, founded 1994. Named in one category this edition.
Paris, France, founded 2005. Named in two categories this edition.
First-choice share6%2%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate18%20%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#3#6A position in a field of 9; printed, not drawn.
Labels1110A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, Amazon Advertising reading right to left. Rank and label count are printed, not drawn.Amazon Ads was named alongside these two in ten of the fourteen direct answers. Amazon Ads vs Amazon Advertising · Amazon Ads vs Criteo · Pacvue vs Amazon Advertising
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 AdvertisingFirst choices, of fourteen modelsCriteo
Direct21
Paraphrase10
Comparative40
Budget-constrained00
Scale-constrained00
Negative002 against Amazon Advertising · 2 against Criteo
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 Advertising and Criteo 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 Advertising Criteo first choice named as an alternative argued againstblank: not namedEach cell is one answer, Amazon Advertising on the left and Criteo on the right.The direct prompt
The plain question, one answer per model, grouped by where Amazon Advertising and Criteo stood in it.
Amazon Advertising first, Criteo an alternative
2 of 14 modelsCriteo 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
Criteo first, Amazon Advertising not the choice
1 of 14 modelsAmazon Advertising was named in the answer but not as the choice, or not at all.Kimi K2Criteo alternatives: Amazon Ads, Microsoft Advertising
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.DeepSeek V4 FlashAmazon Ads alternatives: Criteo, Skai
Neither was named
10 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
Perplexity SonarAmazon Ads alternatives: Criteo Commerce Max, Pacvue, Walmart Connect
Grok 4.20Amazon Ads alternatives: AdLib, Walmart Connect
Mistral SmallAmazon Ads
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
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 Advertising leads by two points.
Amazon Advertising2%#7 of 12Criteo0%#– of 12Mid-marketThe figures above
Amazon Advertising leads by four points.
Amazon Advertising6%#3 of 9Criteo2%#6 of 9Enterprise
Amazon Advertising leads by ten points.
Amazon Advertising10%#3 of 14Criteo0%#8 of 14What 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
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
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.