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

Gane Index, November 2026 Edition. Named in 11 judge labels across 1 category by 8 of 14 models. Page: https://www.gane.ai/index/gtm/vendors/amazon-advertising

## Standing by category

| Category | Share | Rank | Negative rate | Labels |
|---|---|---|---|---|
| [Retail media platforms](https://www.gane.ai/index/gtm/marketing/retail-media-platforms/index.md) | 6% | 3 | 18% | 11 |

## What the models said for it

- "Market position: Undisputed leader... Amazon Advertising dominates the American retail media space, grabbing ~75% of marketers’ dollars" (Muse Glimmer 30B, Retail media)
- "I recommend starting with Amazon Advertising as your primary platform for running and managing retail media ads" (Grok 4.20, Retail media)
- "For most mid-market B2B product companies, Amazon Business Ads is the single best starting point" (Gemini 3.5 Flash, Retail media)
- "As the largest player, Amazon owns the highest volume of customer search traffic globally." (Qwen 3.7 Flash, Retail media)

## And against it

- "Experts advise avoiding this *unless* you are a heavy volume seller with robust unit economics." (Qwen 3.7 Flash, Retail media)
- "Amazon, Walmart, Instacart, and other networks may count the same shoppers, causing duplicated reach and over-attributed conversions" (Perplexity Sonar, Retail media)

## By model

| Model | First choice | Alternative | Mention | Warning | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 0 | 0 | 1 | 0 | 1 |
| GPT-5.4 mini | 0 | 0 | 0 | 0 | 0 |
| Gemini 3.5 Flash | 1 | 0 | 0 | 0 | 1 |
| Perplexity Sonar | 0 | 0 | 0 | 1 | 1 |
| Grok 4.20 | 1 | 0 | 1 | 0 | 2 |
| Mistral Small | 1 | 0 | 0 | 0 | 1 |
| DeepSeek V4 Flash | 0 | 0 | 0 | 0 | 0 |
| Llama 4 Maverick | 0 | 0 | 0 | 0 | 0 |
| Qwen 3.7 Flash | 2 | 0 | 0 | 1 | 3 |
| Kimi K2 | 0 | 0 | 0 | 0 | 0 |
| GLM 4.7 FlashX | 1 | 0 | 0 | 0 | 1 |
| MiniMax M2.5 | 0 | 0 | 0 | 0 | 0 |
| GPT-6 Luna | 0 | 0 | 0 | 0 | 0 |
| Muse Glimmer 30B | 1 | 0 | 0 | 0 | 1 |

## Sources returned with these answers

The sites and pages cited by the answers that named Amazon Advertising, from 40 of the 44 answers that named it (only the models that return a source list).

### Domains cited

- digiday.com: 14
- g2.com: 12
- gane.ai/index: 10
- emarketer.com: 9
- aidigital.com: 8
- getadlib.com: 7
- guideflow.com: 7
- advertising.amazon.com: 6 (its own site)
- criteo.com: 6
- improvado.io: 5

### Pages cited

- https://aidigital.com/blog/retail-media-networks: 8
- https://g2.com/categories/retail-media-advertising-platforms: 8
- https://getadlib.com/blog/best-retail-media-advertising-platforms: 7
- https://guideflow.com/blog/retail-media-platforms: 7
- https://emarketer.com/content/faq-on-retail-media-networks-how-marketers-should-allocate-budgets-2026: 6
- https://www.gane.ai/index/gtm/marketing/retail-media-platforms/smb: 5
- https://improvado.io/blog/top-retail-media-networks: 5
- https://martechseries.com/mts-insights/staff-writers/beyond-amazon-the-explosion-of-retail-media-networks-rmns-for-b2b: 5

## The company

Amazon; http://amazon.com; Seattle, United States; founded 1994; about 1,500,000 employees (2023); public, AMZN on Nasdaq. From Wikidata, fetched 2026-09-14.

## In its own words

What Amazon Advertising's own pages state, read 2026-10-05. Stated by the vendor, not checked by the index.

- Positioning: Boost visibility and increase sales with Amazon Ads (https://sell.amazon.com/advertising)
- For: sellers; Professional Amazon sellers; Professional sellers with a brand enrolled in Amazon Brand Registry (https://sell.amazon.com/advertising)
- Price stated: cost-per-click (CPC); there are no monthly costs for Sponsored Products campaigns—you pay only when shoppers actually click your ad; Brand Stores can be free; the cost of display ad and video ad campaigns can vary depending on format and placement (https://sell.amazon.com/advertising)
- Free plan or trial: Brand Stores for free (https://sell.amazon.com/advertising)
- Hosting: Amazon stores globally
- Customers named: Macy's, Asda, Green Gobbler, Empire Case

## 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.