AI shopping agents are giving consumers another way to research and purchase products, raising questions about how retailers such as Amazon and Walmart generate advertising revenue. These tools allow shoppers to compare products and make purchases through digital assistants without necessarily visiting retailers’ websites or apps.
US retail media advertising spending is projected to reach US$74.4 billion in 2026, up from US$60.7 billion in 2025, according to EMARKETER estimates. Amazon and Walmart account for a combined 88% of the estimated market. Their advertising businesses rely partly on sponsored product listings and customer shopping data, which brands use to reach consumers and measure campaign performance.
Amazon generated US$19.64 billion in advertising services revenue during the third quarter of 2026, an 11% increase from a year earlier. Advertising accounted for nearly 10% of the company’s US$201.9 billion in quarterly net sales. The company reported…
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