Amazon Ads announced on June 23, 2026 that Asda will deploy Amazon Retail Ad Service starting in Q4 2026, marking a significant international expansion for the retail media infrastructure product. The rollout will be phased across Asda’s online grocery store and the George fashion and home label, bringing Amazon’s ad-serving technology to one of the UK’s largest retailers.
Amazon Retail Ad Service allows retailers to run sponsored product ads on their own digital properties using Amazon’s ad-serving infrastructure, including its machine learning models for relevance ranking and bid optimization. The product effectively lets retailers operate retail media networks without building ad technology from scratch.
The Asda deal follows Amazon’s broader 2026 advertising strategy, which includes a merged Campaign Manager platform combining the Ads Console and DSP, an AI-powered Ads Agent managing campaigns across accounts, and location-based interactive video ads on Prime Video. Amazon’s advertising revenue is projected to reach .2 billion in 2026, reflecting 18.7% compound annual growth driven by expanded AI-powered ad placements.
For UK and European marketers, Asda’s adoption signals that Amazon’s retail media infrastructure is moving beyond its own marketplace to become an underlying platform layer for third-party retailers globally.
Related: Albertsons embedding sponsored products into AI-powered search | retail media vertical integration reaching streaming TV
