Retail media and Amazon

The walled garden of data collection cultivated at pure online player Amazon is well established and very valuable. The vast amount of traffic Amazon sees puts it in an ideal position to host advertising as does the data it garners from various conversions. 

For the first time ever, at the beginning of 2022, Amazon revealed the size of its advertising business. It generated 31.2 billion dollars in revenue in 2021.


Table of Contents

Amazon's influence on retail media

Amazon dominates the CPG ecommerce marketplace to a dramatic degree.

It’s worth looking at the figures to appreciate just how commanding their lead is.

Top 10 US retailers, ranked by ecommerce sales

Note: includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes privately held companies and travel and event tickets


Despite the fact that Amazon shares very little data with brands–which means that there’s a lot of deduction and guesswork necessary when deciding to advertise with them, Amazon remains unavoidable. That said, they have streamlined the process of placing ads, making it as easy as possible for advertisers even while retaining tight control over exactly how brands can advertise on their platform.

Amazon is, in fact, continually morphing into a media company. By allowing advertisers to capitalize on the data it owns–without giving them access to it–brands can reach customers very effectively and this is an increasing source of revenue for Amazon.

Amazon has been successfully gaining online ad share while two other digital behemoths have been losing it.

Advertising on Amazon

As mentioned, Amazon offers unrivalled scale and ease of use with their self-service ads, similar to Google Ads. Brands bid on keywords and then pay every time an ad is clicked.

At Data Impact, our support team accompanies brands in customizing their platform to monitor the KPIs they choose such as share of voice, digital shelf analysis, optimizing availability and pricing, and estimating market share and increasing performance on Amazon. 

The primary types of ads offered on Amazon

  • Sponsored ads that appear adjacent to organic results when shoppers conduct a search
  • Sponsored brand ads that display a brand logo with multiple products
  • Sponsored display ads that target shoppers based on their behavior and demographics, as opposed to keywords

Amazon’s Customer
Contact feature

In 2021, two significant developments were put in place.

rating and reviews

First, Amazon’s Seller Central began to allow brand owners to respond directly to reviews with three or less stars through the Customer Contact feature.

This equips brands with the ability to manage low ratings themselves by offering a refund or clarifying product issues.

graph icon

Second, as of October 2021, the Search Analytics Dashboard began providing sellers with anonymized data.

The insights this data offers will help brands optimize their listings, improve inventory planning, plan their product development roadmap, and generally grow their business on and off Amazon. As always, AMZ is protecting their walled garden by not giving the data itself to brands, but it’s finding new ways to allow them to benefit from it.

Amazon brand analytics

The Amazon Brand Analytics suite of aggregated data reports provides advertisers with insights without divulging shopper identities. It includes reports for repeat purchase behavior, market basket analysis, item comparison, alternate purchase behavior, and demographics. For some years now, Amazon has also offered brands a search terms report that includes search frequency rank, click data, and conversion share, and recently they’ve added the Search Analytics Dashboard that provides a deeper analysis of shopper journeys for brands.

Amazon advertising: cost per click by ad type

And, not surprisingly, as the infographic above illustrates, the cost of advertising on Amazon has been increasing steadily as its value as an eretail media platform continues to grow.

About Data Impact

We help manufacturers improve their digital commerce.

By collecting over 60 billion data points per day, Data Impact offers the most granular, and therefore insightful, overview of the online CPG marketplace. We collect data at every single online site that major retailers list products, and render it in a simple, clear dashboard with a user experience our clients rate highly. 

Our support team accompanies brands

in customizing their platform to monitor the KPIs they choose such as share of voice, digital shelf analysis, optimizing availability and pricing, and estimating market share and increasing performance on Amazon. 

Don't miss a thing !
CPG ecommerce newsletter
Subscribe to our newsletter

Privacy policy

Data collection - Use of cookies - Consent

DataImpact undertakes to ensure that the collection and processing of your data, carried out from the site, comply with the Data Protection Act and the RGPD. This processing is necessary for the execution of our services and the internal functioning of our company. For any information on the protection of personal data, you can also consult the site of the Commission Informatique et Liberté

Identity of the data owner:

Personal data are collected by : Société par actions simplifiée DataImpact whose registered office is at 39 Rue Lucien Sampaix, 75010 Paris, RCS PARIS 799 367 222 T: +33 (0)1 42 51 87 08

Purpose - use of your data:

DataImpact is likely to collect personal data about you for the purposes necessary for its activity, whether in terms of recruitment, responding to your requests for information, execution and monitoring of service contracts. Types of data collected: DataImpact only collects data that is strictly necessary for the purposes of its activity. The personal data collected can be the following:

-In the context of a request for information (name, first name, email, telephone, company name).

-As part of a recruitment process: (surname, first name, email, telephone, company name), information on the curriculum vitae (marital status, surname, first name, date and place of birth, nationality, professional background, academic background, hobbies)

-If necessary, connection data including your IP address may be collected for purely statistical purposes.

Origin of the data:

The personal data collected by DataImpact are those directly given by the person concerned when using the contact form or surfing on the site

Intended transfers of personal data to a non-EU Member State:

To date, DataImpact does not transfer, nor envisage any transfer of your personal data to a non-European Union member state.

Retention period of the categories of data processed:

Connection data are kept at the latest within one year after connection to the website.
Data relating to applicants for a post are kept at the latest five years after the last contact, with a view to possible recruitment.

Data of prospects are kept no later than three years after the last contact.

Customer data are kept for the duration of the service contract.

Protection of your data:

DataImpact ensures that its employees and service providers, subcontractors or hosts, also respect the absolute confidentiality of the information provided to them.

We maintain in-house electronic and organizational security measures in relation to the collection, storage, and communication of data.

Your rights under the Data Protection Act:

DataImpact takes all appropriate measures in order to facilitate the exercise of the rights of its clients regarding their personal data (right of access, rectification, deletion, limitation of processing, portability, to define the fate of its data after death).

The information provided in connection with the exercise of these rights is provided in writing or electronically. On request, the information may be provided orally. All requests should be sent by post to 739 Rue Lucien Sampaix, 75010 Paris or to [email protected].

In accordance with the regulations in force, your request must be signed and accompanied by a photocopy of an identity document bearing your signature and specify the address to which the reply should be sent. A reply will then be sent to you as soon as possible and in any event within one month of receipt of the request.

Flows out of your data after your death:

The new article 40-1 of the French Data Protection Act allows individuals to give instructions regarding the storage, deletion and communication of their data after their death.

You can read the procedure relating to these directives by following the following link: “”.


You are informed that, during your visits to the website, a cookie may, if necessary, be automatically installed on your browser software. A cookie is a small file stored on your computer. As such, it is a block of data that does not allow users to be identified but is used to record information relating to their browsing on the site. Cookies are used, on the one hand, to facilitate your navigation on the site and, on the other hand, for statistical purposes. In order to better know the frequentation of the site, we (mainly) measure the number of pages viewed, visitors, visits, as well as the activity of visitors on our site and their frequency of return.

The parameters of the browser software make it possible to inform about the presence of cookies and possibly to refuse them in the manner described at the following address “”.

You have the right to access, withdraw and modify personal data communicated through cookies under the conditions indicated above.

Terms of Service

Article 6 III of the Law of 22 June 2004

Société par action simplifiée DataImpact
39 Rue Lucien Sampaix, 75010 Paris
T: +33 (0)1 42 51 87 08
M: [email protected]
RCS PARIS 799 367 222

Director of publication: Yacine TERKI

Hosting : O2 SWITCH 222 Boulevard Gustave Flaubert 63000 Clermont-Ferrand

Terms and conditions of use:

The information contained and consultable on this site is provided for information purposes by DataImpact. They can be modified at any time without notice. Under no circumstances does it constitute advice or a service of any kind whatsoever. You assume full responsibility for the use of this site or the information it contains.

DataImpact cannot be held responsible for damages related to the consultation or use of the website by the user. Hypertext links may refer to third party sites over which DataImpact has no control.

DataImpact declines all responsibility for the content of these sites. The use of this service is reserved for strictly personal use. Any reproduction or representation, of all or part of the information, brochures or logos contained on the site, on any medium whatsoever, is prohibited. Failure to comply with this prohibition constitutes an infringement that may result in civil and criminal liability of the counterfeiter.