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Retail Media · Market Size · Amazon · · Written by Joe Fitzgerald

Retail Media Ad Spending Forecast and Trends H2 2025

EMARKETER forecasts US retail media spending will reach $69B in 2026, with Amazon and Walmart capturing 89% of incremental dollars. The report highlights the growing bifurcation between dominant platforms and smaller networks, reinforcing the opportunity for differentiated non-retail commerce media.

Key Data Points

  • US retail media spending will grow from $58.8B in 2025 to $69.3B in 2026

  • Amazon and Walmart will capture 89% of incremental retail media spending

  • 17.2% CAGR through 2028 for the overall retail media category

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