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Retail Media Ad Spending Forecast and Trends H2 2025
Amazon and Walmart Are Running Away From Their Competitors
US advertisers will spend $69.33 billion on retail media in 2026, up from $58.79 billion in 2025, as brands continue to embrace the unique combination of data, audiences, and inventory offered by retail media networks (RMNs). But with $9.42 billion of that $10.53 billion in incremental spending going to Amazon Ads and Walmart Connect, the ecosystem must now start to reckon with a bifurcation that is getting more and more pronounced.
Key Question: How is ad spend migrating within the retail media ecosystem?
Key Stat: Walmart and Amazon will vacuum up over 89% of the incremental dollars spent in retail media in 2026.
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Clients can find the full version of this chart later in the report.
authors
Max Willens
Contributors
- Rahul Chadha
- Director, Report Editing
- Penelope Lin
- Director, Data Visualization
- Sarah Marzano
- Principal Analyst, Retail Media
- Andrew Spink
- Senior Forecasting Analyst
- Sakina Thanawala
- Copy Editor
- Matt Torpey
- Senior Chart Editor
- Emman Velasco
- Chart Editor
- Yoram Wurmser
- Principal Analyst
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