Amazon Ads

https://advertising.amazon.com/
https://www.linkedin.com/showcase/amazonadvertising/

Amazon Ads, a privately owned entity headquartered in the US, and a subsidiary of Amazon, was founded in 2010 and operates with an estimated 10,010 employees. The company reported $56.2B in revenue as of 2024. It specializes in search, social, and retail media, and its subsidiaries include Sizmek by Amazon.

2024 Revenue

Founded

2010

Headcount

10,001

Headquarters

Primary Segment

Search, social, and retail media

Ownership

Privately Owned

Deployments

News Summary:

On March 5, 2026, Amazon Ads' collaboration with Mars Australia showcased how entertainment and engagement become the connective tissue for a full-funnel retail media strategy, addressing the need for retail media to build brands, drive clicks, and close sales simultaneously in a fragmented attention economy. Earlier on March 5, Lily Tong, Amazon Ads' Director of Brand and Cross-Channel Measurement, highlighted that advertisers utilize measures like brand lift, reach frequency analysis, and other key performance indicators to establish the success of brand-building campaigns. This followed the March 3 release by Mars Australia and Amazon Ads of the results for their DINE ‘Cat Decoder’ campaign, executed via EssenceMediacom. This full-funnel experience by Amazon Ads aimed to reveal cats' thoughts, helping Mars’ DINE brand strengthen its positioning and reach younger adult cat owners at scale. Previously, on March 1, Mars Australia and Amazon Ads unveiled the results of the DINE ‘Cat Decoder’ campaign, which achieved a 73% sales uplift. The full-funnel experience sought to reinforce DINE’s premium brand positioning and engage younger adult cat owners.

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Amazon Ads offers 5 products in the media and telecoms services, ad tech and services and media tech industries. Amazon Ads's product portfolio comprises of search, social, and retail media, tV and streaming ad tech, RTB and programmatic and data, targeting and identity.

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Amazon Ads's revenues were over $1B in 2024. Caretta Research has split Amazon Ads's revenue into 6 different product categories, the largest of which is retail Media Network (RMN). For full access to Amazon Ads's revenue breakdown subscribe to Caretta Portal.

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Mar

10th

2026

18:30

Artificial Intelligence, B2B Tag

How AI transforms streaming TV advertising for brands

The streaming TV landscape has evolved from a fragmented, complex marketplace into a sophisticated advertising channel powered by artificial intelligence (AI) and authenticated signals. For brands navigating this transformation, the challenge isn't just reaching audiences—it's reaching them with relevance, at scale, and without overwhelming viewers with repetitive messaging.

Advertising Amazon

Mar

8th

2026

02:00

B2B Tag

Mars and Amazon Ads accelerate growth for Dine

Mars Australia and Amazon Ads have unveiled the results of their Dine ‘Cat Decoder’ campaign, promoted as a “full-funnel experience by Amazon Ads to reveal what your cat is really thinking”. Marketed as the premium choice in the cat food category, Mars’ Dine brand sought to strengthen its positioning while reaching younger adult cat owners at scale.

Retail World

Mar

5th

2026

18:30

Artificial Intelligence, B2B Tag

What an AI pet psychic reveals about full-funnel retail media

In a fragmented attention economy, retail media is increasingly being asked to do it all: build brands, drive clicks and close the sale in the same breath. The collaboration between Mars Australia and Amazon Ads shows how entertainment and engagement are becoming the connective tissue of a genuinely full-funnel strategy, rather than just a creative flourish tacked onto performance media.

Inside Retail Asia

Mar

5th

2026

11:41

Big Data/Analytics, B2B Tag

How brands are measuring value across the entire customer journey

“There are measures like brand lift, reach, frequency analysis and other KPIs that advertisers use to ground the success of brand-building campaigns,” said Lily Tong, director of brand and cross-channel measurement at Amazon Ads.

Digiday

Mar

5th

2026

03:49

Partnerships and Alliances, Emerging Tech

Mercedes-Benz Taps Prime Video for NBA Campaign

Mercedes-Benz partners with Amazon Ads to launch NBA-themed Prime Video campaign, blending sports storytelling with luxury branding. Mercedes-Benz USA is expanding its sports marketing strategy through a collaboration with Amazon Ads, launching a series of custom creative spots during Prime Video’s NBA broadcasts earlier this year.

Martechview

Mar

3rd

2026

06:19

Partnerships and Alliances, Artificial Intelligence

Mars And Amazon Ads Partner Up To Show Owners What Their Felines Are Really Feeling

Mars Australia and Amazon Ads have released the results of their DINE ‘Cat Decoder’ campaign via EssenceMediacom . It is a full-funnel experience by Amazon Ads to reveal what your cat is really thinking. Mars’ DINE brand sought to strengthen its positioning while reaching younger adult cat owners at scale.

B&T

Mar

1st

2026

18:30

Artificial Intelligence, B2B Tag

What an AI pet psychic reveals about full-funnel retail media

Inside Retail Australia

Mar

1st

2026

17:49

Financial Results, B2B Tag

Mars Australia and Amazon Ads' Cat Decoder Campaign Drives 73% Sales Uplift

Mars Australia and Amazon Ads have unveiled the results of their innovative DINE ‘Cat Decoder’ campaign, a full-funnel experience by Amazon Ads to reveal what your cat is really thinking. As the premium choice in the cat food category, Mars’ DINE brand sought to strengthen its positioning while reaching younger adult cat owners at scale.

Little Black Book

Feb

28th

2026

18:30

Artificial Intelligence, B2B Tag

How an AI cat campaign drove DINE ales

An AI-powered campaign for DINE cat food brand generated more than 9,500 personalised videos and drove a 73% increase in units sold during its six-week run, according to results released by Mars Australia and Amazon Ads.

AdNews Australia

Feb

26th

2026

18:30

Big Data/Analytics, B2B Tag

Improved postal code coverage enhances location targeting

We have improved the postal code coverage in Amazon DSP. This enhancement provides better geographic resolution for real time location targeting, which may result in an increased number of distinct postal codes appearing in your location targeting reports.

Advertising Amazon

Feb

26th

2026

18:30

Big Data/Analytics, B2B Tag

What is an ad network? How it works, types, and examples

Table of contents The marketing landscape is continuously evolving, and new technology is transforming how brands connect with consumers. At the heart of this transformation lies the ad network, a crucial component in the ad tech ecosystem.

Advertising Amazon

Feb

26th

2026

18:30

Big Data/Analytics, B2B Tag

What is an ad network? How it works, types, and examples

Amazon

Amazon Ads's customers primarily consist of media and TV services and tV and streaming ad tech companies. Examples of Amazon Ads's customers include Netflix, Prime Video & Amazon Studios and FOX Advertising. Amazon Ads has commercial and technical partners like Macy's, Magnite and PubMatic. Amazon Ads has suppliers like Moments Lab.

Analysis

Data

Analysis

Data

Amazon Ads

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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