Asda today announced a new partnership with Amazon Ads to transform how brands reach and engage with millions of customers across its digital platforms, marking a significant step forward in the evolution of its retail media offering
In a first-of-its-kind partnership, Asda will become the first retailer anywhere outside of the US to introduce Amazon Retail Ad Service to its online stores, creating new opportunities for brands to leverage retail media and commerce media solutions at scale.
Rolling out in phases from Q4 this year, the partnership will use Amazon Retail Ad Service – built on two decades of expertise and powered by advanced machine learning – to deliver 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.
In practical terms, customers who know what they’re looking for will find it faster, while those who don’t will be guided to relevant products in one place, with less effort.
Rachel Eyre, Asda’s chief customer & 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. This builds on the partnership with Ocado we announced recently and is another clear step forward in how we’re using technology to improve the Asda shopping experience.”
“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.”
For advertisers, the partnership offers clearer insights and better measurement, alongside a simpler way to plan and execute campaigns through familiar Amazon Ads tools and consistent cross-platform reporting. It also enables brands to scale activity across Asda’s platforms and Amazon Ads inventory, thereby extending reach while reducing complexity in an increasingly fragmented retail media landscape.
“This partnership is the first of its kind in the UK and will make it easier for advertisers to reach ASDA and George shoppers at key moments in their purchase journey” said Joseph Park, VP, creative experiences and AI solutions, Amazon Ads.
“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.”
