# Amazon Ads: how AI models rank it, November 2026

Gane Index, November 2026 Edition. Named in 76 judge labels across 6 categories by 14 of 14 models. Page: https://www.gane.ai/index/gtm/vendors/amazon-ads

## Standing by category

| Category | Share | Rank | Negative rate | Labels |
|---|---|---|---|---|
| [Retail media platforms](https://www.gane.ai/index/gtm/marketing/retail-media-platforms/index.md) | 62% | 1 | 9% | 55 |
| [Audio and podcast advertising](https://www.gane.ai/index/gtm/marketing/audio-and-podcast-advertising/index.md) | 0% | 24 | 14% | 7 |
| [Search and social advertising platforms](https://www.gane.ai/index/gtm/marketing/search-and-social-advertising-platforms/index.md) | 0% | 24 | 0% | 6 |
| [Video advertising](https://www.gane.ai/index/gtm/marketing/video-advertising/index.md) | 0% | 15 | 0% | 5 |
| [Programmatic and display advertising](https://www.gane.ai/index/gtm/marketing/programmatic-and-display-advertising/index.md) | 0% | 84 | 50% | 2 |
| [Ecommerce marketing](https://www.gane.ai/index/gtm/marketing/ecommerce-marketing/index.md) | 0% | 105 | 100% | 1 |

## What the models said for 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, Retail media)
- "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, Retail media)
- "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, Retail media)
- "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, Retail media)

## And against it

- "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, Programmatic)
- "some AI models explicitly advise avoiding "pure retail media platforms" like standard Amazon Ads or Walmart Connect" (Mistral Small, Retail media)
- "Amazon Ads: 12% of labels were negative, with 11 out of 14 models giving it a hard negative rating." (Llama 4 Maverick, Retail media)
- "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, Retail media)

## 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 |

## Sources returned with these answers

The sites and pages cited by the answers that named Amazon Ads, from 174 of the 189 answers that named it (only the models that return a source list).

### Domains cited

- g2.com: 67
- gane.ai/index: 53
- guideflow.com: 52
- getadlib.com: 46
- marketplaceadpros.com: 44
- advertising.amazon.com: 41
- osmos.ai: 38
- fitsmallbusiness.com: 37
- digiday.com: 32
- skai.io: 31

### Pages cited

- https://getadlib.com/blog/best-retail-media-advertising-platforms: 46
- https://guideflow.com/blog/retail-media-platforms: 45
- https://fitsmallbusiness.com/guide-to-retail-media-for-smbs: 35
- https://marketplaceadpros.com/guides/best-retail-media-platforms-small-brands-2026: 35
- https://g2.com/categories/retail-media-advertising-platforms: 34
- https://marketplaceadpros.com/guides/retail-media-networks-beyond-amazon-2026: 27
- https://g2.com/categories/retail-media-advertising-platforms/small-business: 26
- https://stellarising.com/blog/retail-media-networks-guide: 25

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, November 2026 Edition, www.gane.ai/index/gtm.