Standing out in the crowded world of e-commerce isn’t easy. With countless brands competing for attention on every platform, getting your products in front of the right customers at the right time has become more challenging than ever.
Simply listing your products online isn’t enough; brands need smarter strategies to rise above the noise and increase e-commerce sales.
This is where retail media networks come into play. Imagine advertising your product directly on a retailer’s website, right where customers are already browsing and ready to buy. It’s like having the best shelf placement in a physical store but in the digital world.
Retailers like Amazon, Walmart, and Target have taken this concept to the next level, offering brands powerful advertising spaces within their ecosystems.
These networks not only boost product visibility but also give brands access to valuable shopper data, helping them target customers more effectively and measure real sales impact.
An advanced digital shelf analytics software can help brands acquire insightful data that can help improve their retail media strategies.
READ MORE | Interested to know about shopper marketing? Check out our blog on Shopper Marketing Explained With Examples.
What Is a Retail Media Network?
A retail media network is an advertising platform operated by a retailer. It allows brands to promote their products directly on the retailer’s physical store, website, app, or other digital properties.
These networks use the retailer’s first-party data to enable precise ad targeting, placing ads in front of consumers when they’re closest to making a purchase.
For an e-commerce brand, think of it as the digital equivalent of prime shelf space in a physical store but with data-driven targeting and measurable results.
From sponsored product listings and banner ads to in-app promotions and personalized recommendations, retail media networks give brands a variety of tools to reach potential buyers.
Some of the top retail media networks in the US include:
- Amazon Advertising
- Walmart Connect
- Target’s Roundel
- Kroger Precision Marketing
- Instacart Ads
- CVS Media Exchange
- Home Depot (Orange Apron Media)
Importance of Retail Media Networks in E-Commerce
The importance of retail media networks has skyrocketed in recent years as more consumers shift to online shopping.
These networks offer brands a powerful way to reach shoppers at the most critical point in the buyer’s journey: when they’re actively browsing or about to make a purchase.According to Emarketer, in 2025, more than $62 billion is projected to be spent by advertisers on retail media. Amazon and Walmart have also seen significant revenue growth from their retail media arms.
For example, Amazon’s retail media share accounts for 77.3% of the total US retail media ad spend. This accounts for a growing share of its e-commerce profits, thanks to its ability to connect brands with millions of shoppers daily.
Top Benefits of Retail Media Networks for Brands and Sellers
Some of the main benefits of using retail media networks for brand promotions are:
Enhanced Targeting Through First-Party Data
One of the biggest advantages of retail media networks is their ability to use first-party data for precise targeting. Retailers have rich datasets on customer behavior, preferences, and purchase history.
Brands can tap into this data to create hyper-targeted campaigns that reach the right audience at the right time.
For example, Amazon Advertising allows brands to target shoppers based on past purchases, browsing habits, and even wish list items, significantly increasing the likelihood of conversion.
Increased Brand Visibility at the Point of Purchase
Advertising within a retailer’s ecosystem means that your product appears right where customers are making purchasing decisions. This proximity to the point of sale increases the chances of a click turning into a conversion.
Walmart Connect uses both online and in-store data to ensure ads are seen by the most relevant shoppers, maximizing brand visibility and engagement.
Improved Inventory Management and Sales
Retail media isn’t just about visibility; it also helps with operational efficiency. By promoting specific products through retail media network strategies, brands can move slow-moving inventory, push seasonal items, or highlight new product launches.
Kroger Precision Marketing, for instance, uses its loyalty program data to help brands predict shopping trends, ensuring better inventory management and reduced stockouts.
Closed-Loop Attribution and Measurable ROI
One of the biggest challenges in digital advertising is proving ROI. Retail media networks solve this problem through closed-loop attribution, which tracks the entire customer journey from ad clicks to final purchases.
Target’s Roundel provides in-depth analytics, showing brands exactly how their ads impact sales, which products see the highest conversion rates, and where to optimize spending.
Monetization Opportunities for Retailers
Retailers themselves benefit by turning their platforms into profitable ad spaces. By selling ad placements to brands, they generate additional revenue streams while offering customers more personalized shopping experiences.
This win-win scenario has made retail media networks an attractive proposition for both retailers and advertisers.
READ MORE | How does digital shelf analytics help in retail media success? To know, check out our blog on Cracking the Code: Digital Shelf Analytics for Next-Level Retail Media Strategy for Brands.
Retail Media Network Strategies: How to Maximize Success
To fully harness the power of retail media networks, brands need to implement effective strategies tailored to the platform and audience. Here are some proven tactics:
Focus on High-Intent Keywords
In platforms like Amazon Advertising, bidding on high-intent keywords ensures that your product appears when shoppers are closest to making a purchase.
Use Sponsored Products and Display Ads
Sponsored product listings and banner ads help increase visibility and drive traffic to product pages.
Use Dynamic Pricing and Promotions
Retail media networks allow real-time updates so brands can implement dynamic pricing and run time-sensitive promotions based on demand.
Optimize Product Pages
Ad clicks are only valuable if they lead to conversions. Ensure product pages are optimized with high-quality images, compelling descriptions, and strong calls to action.
Analyze Data and Iterate
Continuous monitoring and analysis of ad performance help brands refine strategies and maximize ROI. Use the network’s built-in analytics tools to track impressions, clicks, and conversions.
Future of Retail Media Networks
The growth of retail media networks shows no signs of slowing down. As digital commerce continues to expand, brands can expect even more sophisticated targeting, digital shelf monitoring, AI-driven ad placements, and integration with omnichannel strategies.
Key trends shaping the future of retail media include:
- Personalized shopping experiences
- Increased use of AI and machine learning
- Expansion beyond traditional retailers
READ MORE | Planning to start an e-commerce business? Check out our blog on E-Commerce Business in 2025: 10 Strategies for Thriving in a Competitive Market.
Conclusion
Retail media networks undoubtedly have emerged as a powerful tool for brands to increase visibility, improve sales, and connect with high-intent shoppers.
By using digital shelf analytics tools like MetricsCart, precision targeting, and closed-loop measurement, brands can create smarter, more effective ad campaigns that drive accurate results.
Whether you’re a brand manager, digital shelf manager, or online seller, understanding what a retail media network is and how to build effective retail media network strategies can give your brand a significant edge.
As more retailers invest in these platforms, adopting a data-driven approach to retail media will be crucial for long-term success.
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FAQs
Retail media networks give brands access to first-party shopper data, allowing for more targeted advertising. This increases brand visibility, boosts conversions, and helps brands reach consumers at the point of purchase.
Retail media networks help brands increase sales by targeting shoppers already in a buying mindset. With data-driven targeting and performance tracking, brands can optimize campaigns for higher ROI.
Unlike traditional ads, retail media networks target shoppers at the point of purchase within the retailer’s ecosystem, leading to higher intent and better conversion rates.
Yes, small brands can use retail media networks to compete with larger brands by targeting niche audiences, promoting specific products, and using cost-effective ad formats like sponsored products.
Challenges include managing ad spending effectively, optimizing campaigns for different retailers, understanding data analytics, and ensuring product listings are retail-ready to maximize ad performance.
