Amazon and Walmart Double Down on Onsite Retail Media
Yahoo Finance ·
During the first half of 2026, Amazon secured 56% of its retail-media impressions onsite, outpacing the 44% recorded offsite, according to Sensor Tower data. Walmart made an even more dramatic pivot, boosting its onsite share to 44%, which marks a 27 percentage point jump year over year. This strategy sharply contrasts with competitors like Best Buy and Target, which channeled over 90% of their measured impressions offsite, while Instacart and Sephora relied entirely on external placements. Overall market conditions softened, as total impressions across 32 tracked U.S. networks dropped 17% from a year prior to 223 billion. Nevertheless, Amazon maintained dominance by controlling roughly 60% of those impressions despite a 16% decline in its own volume. Backed by a $19.8 billion quarterly advertising business, Amazon continues to leverage strong earnings, whereas Walmart's 43% expansion in Walmart Connect indicates a rapidly advancing competitive profit engine.
AI 시장 분석
According to Sensor Tower data for the first half of 2026, Amazon and Walmart strengthened their competitiveness by expanding the proportion of onsite advertising within their platforms to 56% and 44%, respectively. Although total US retail media impressions decreased by 17% year-over-year, Amazon captured about 60% of total impressions, proving solid earnings leverage. Investors should closely monitor the widening gap in digital advertising monetization among traditional retailers.
상승 영향
- E-commerce — Profitability strengthened as Amazon and Walmart expanded onsite ad shares, recording a 19.8 billion dollar high-margin ad business and 43% growth in Walmart Connect.
하락 영향
- Consumer Goods — Total US retail media impressions declined by 17%, showing market-wide weakness, while Best Buy and Target fell behind in competition due to an excessive offsite share.
DYAX 전담 분석
As Amazon and Walmart aggressively expand their onsite advertising share, performance differentiation from offsite-focused competitors like Best Buy and Target is becoming distinct. Amazon's quarterly advertising business revenue reached 19.8 billion dollars, and Walmart Connect also recorded a 43% growth rate, enhancing corporate value as a high-margin venture.
Going forward, if these giants maintain their onsite ad market share amid a general ad market contraction, it will act as a positive earnings momentum for their stock prices. On the other hand, if advertising execution cuts due to the consumer goods economic slowdown persist, the possibility of further profitability deterioration for Target and Best Buy must be monitored.
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