H1 2025 Sponsored Products Benchmarks Report

What You’ll Learn:

Which retailers dominate sponsored products coverage?

Amazon, Walmart, and The Home Depot. Average sponsored products coverage by retailer has stabilized at three percentage points growth year-over-year.

Which retailers are experimenting with more sponsored products?

See how retailers are experimenting with fluid and fixed sponsored products placements to drive relevancy and efficiency—especially Staples, CVS, and more.

‍What’s driving monetization growth?

Advertising trends over the past 18 months reveal a dominance of electronics and office supplies competing for more ads per page, while fashion and grocery sees a higher percentage of coverage.

‍What’s driving the democratization of retail media?

Since our H2 2024 report, we see retailers becoming less reliant on a handful of giant advertisers as more, smaller brands are entering the space.

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‍Bonus: Meet the rising RMNs.

Discover which retail media networks are quietly scaling their strategy and punching above their weight.

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Methodology

Between Q3 2023 and Q1 2025, we analyzed publicly available desktop search results from 10 major U.S. retail media networks.

Data includes over 2,500 keywords across categories like grocery, pharmacy, beauty, fashion, electronics, office, and furniture, as well as over 3,500 tracked brands. Sponsored ad units analyzed: in-grid, carousel, brand carousel, and video.

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⚠️ Please note: This data is not sourced internally from retailers but collected from publicly accessible websites, allowing for a small margin of error. “Impressions” refers to brand appearances on search results pages.