Asda teams up with Amazon on ‘first-of-its-kind’ retail media partnership
Asda is to become the first UK retailer to introduce Amazon Retail Ad Service to its online stores as part of a “first-of-its-kind” retail media partnership.
The supermarket said the move will give brands new opportunities to use retail media and commerce media solutions at scale.
Rolling out in phases from the fourth quarter of 2026, the partnership will use the Amazon Retail Ad Service with the aim of delivering more relevant ads based on real shopping behaviour and intent. This is expected to drive stronger engagement for brands across Asda’s online grocery and George platforms.
Subscribe to TRBAsda said shoppers with a specific product in mind will find it more quickly, while those without will be shown relevant suggestions in one place.
Rachel Eyre, Asda’s chief customer and digital officer, said: “We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need.
“At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns.”
“Amazon’s Retail Ad Service gives UK advertisers the signals, measurement and scale they need, in a way that is seamless and familiar from day one. This partnership is a significant step in making Asda the most effective and frictionless place for brands to reach British shoppers.”
Joseph Park, V of creative experiences and AI solutions at Amazon Ads, said: “Together, we’re helping customers see more of what’s relevant to them — and giving brands a simpler and highly effective way for them to consistently show up at the right moment through ad tech they already use and trust.”
