6 categories · RankedAmazon Ads
Leads at mid-market. Ranked 2 of 114 for enterprise buyers.
The standing depends on who is buying. Every model is asked the same questions for each company size.
Ranked first. Next is Walmart Connect at 13%.
Ranked first. Next is Pacvue at 11%. 9 of 14 models made it the first choice when asked directly.
Skai is first at 40%.
Why models recommend it
“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 question · 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 question · 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 question · first choice
“Amazon Ads (including Amazon Business and the DSP) appears to be the most recommended retail media advertising platform for mid-market B2B companies”MiniMax M2.5 · Direct question · first choice
What gives them pause
“Be especially wary of Amazon Ads given the currently active FTC lawsuit alleging they've been quietly overcharging advertisers for 7+ years.”DeepSeek V4 Flash · Negative question · warning
“some AI models explicitly advise avoiding "pure retail media platforms" like standard Amazon Ads or Walmart Connect”Mistral Small · Negative question · warning
“Amazon Ads: 12% of labels were negative, with 11 out of 14 models giving it a hard negative rating.”Llama 4 Maverick · Negative question · warning
“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 question · warning
Also on the shortlist
The products named in the same answers as Amazon Ads, over the 189 answers that named it, and how often each was the first choice instead.
| Product | Named together | Picked instead | |
|---|---|---|---|
| 123 | 2 | Compare → | |
| 61 | 0 | View → | |
| 59 | 0 | View → | |
| 51 | 4 | Compare → | |
| 45 | 0 | View → | |
| 40 | 12 | Compare → | |
| 24 | 4 | View → | |
| 24 | 1 | Compare → | |
| 22 | 1 | View → | |
| 18 | 2 | View → |
What the models named instead of Amazon Ads →
A side-by-side page exists where both products are among a category's top eight.
How this is measured
Fourteen AI models from 12 labs are asked the same buying questions six ways, for three company sizes. Standings refresh every edition.
Gane sells AI visibility software. No company can pay to change a result.
Read the method →Sources returned with these answers
Fourteen of the fourteen models returned a source list in this edition: five return the pages they cited and nine the search results they consulted. These counts come from 174 of the 189 answers that named Amazon Ads and are not a share of its labels.
Domains cited
388 of the 441 domain citations in answers naming Amazon Ads came from a third party's page. Fifty-three were to the publisher's own pages (the Gane Index), which the models cite like any other source; they are not counted as a third party.
Pages cited
Pages are listed as the models cited them.
By model
| Model | First choice | Alternative | Mention | Warning | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 2 | 0 | 0 | 0 | 2 |
| GPT-5.4 mini | 2 | 3 | 0 | 0 | 5 |
| Gemini 3.5 Flash | 3 | 2 | 2 | 0 | 7 |
| Perplexity Sonar | 3 | 2 | 0 | 1 | 6 |
| Grok 4.20 | 3 | 3 | 1 | 1 | 8 |
| Mistral Small | 3 | 0 | 1 | 1 | 5 |
| DeepSeek V4 Flash | 5 | 1 | 1 | 1 | 8 |
| Llama 4 Maverick | 2 | 0 | 2 | 1 | 5 |
| Qwen 3.7 Flash | 2 | 0 | 0 | 1 | 3 |
| Kimi K2 | 4 | 2 | 1 | 0 | 7 |
| GLM 4.7 FlashX | 2 | 1 | 1 | 1 | 5 |
| MiniMax M2.5 | 5 | 1 | 0 | 0 | 6 |
| GPT-6 Luna | 4 | 1 | 0 | 0 | 5 |
| Muse Glimmer 30B | 2 | 1 | 0 | 1 | 4 |