Key stat: Half of brand and agency marketers worldwide say their top Amazon retail media priority is improving ROI and efficiency of existing spend, according to November 2025 data from Skai and Stratably.

Beyond the chart:

• US Amazon sponsored product ads generated a $5.08 ROAS in Q3 2025, found Pacvue and Helium 10.
• Amazon’s worldwide ad revenues will grow 18.6% in 2026 to reach $81.41 billion, according to a December 2025 EMARKETER forecast.

Use this chart: If you manage retail media or commerce marketing, focus less on simply increasing spend and more on optimizing the system around it: Measurement, audience insights, and alignment with broader media plans. The biggest gains may come from making existing Amazon investment work harder, not just making it bigger.

Related EMARKETER reports:

• Commerce Media Ad Buyer Insights 2026 (EMARKETER subscription required)
• Commerce Media Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the January 2026 Skai and Stratably report titled "2026 State of Retail Media Report." 166 consumer brands and advertising agency professionals worldwide were surveyed during October-November 2025. Respondents included retail media managers, directors, and VPs of ecommerce and marketing, professionals with direct visibility into how their organizations approach this channel.