44% of agencies find “non-Amazon” retail media to be important.
This article cites a Digiday research stating that brands and retailers are increasingly moving towards retail media websites, mostly Amazon, as they want more direct, lower-funnel conversion and a “total wallet” perspective. 36% of respondents found Amazon to be an important retail media channel.
Comparatively, 91% and 92% of respondents said Instagram and Google were important, respectively. Over 50% of consumer brands and 30% of retailers, and agencies in retail marketing said Amazon was one of the most effective at driving sales.
Further, 80% of retailers said Amazon had good or very good ROI against the marketing spends. Though 37% of respondents said the retail giant helped in acquiring customers.
[7 minute read; article may be behind a paywall]