Macy’s Media Network has integrated Amazon Retail Ad Service to allow advertisers to create sponsored product campaigns that seem on Macys.com and the Macy’s cell software. The partnership, which Amazon introduced in early November 2025, represents the primary main division retailer to undertake Amazon’s retail promoting expertise since its January 2025 launch.

In response to Amazon Advertisements, advertisers can now join with tens of millions of Macy’s consumers by means of sponsored merchandise adverts created utilizing Amazon’s marketing campaign administration instruments. The combination offers promoting companions who already use Amazon Advertisements a streamlined methodology to have interaction Macy’s digital viewers with out constructing separate marketing campaign infrastructure or studying new platforms.

Advertisers can handle their Sponsored Merchandise campaigns for Macy’s alongside different retail media investments by means of workflows already established inside the Amazon Advertisements console and APIs. The consolidated method supplies constant reporting and measurement instruments throughout a number of retail environments, based on documentation from Macy’s Media Community. Manufacturers can scale their attain to Macy’s extremely engaged viewers seamlessly by means of present Amazon Advertisements relationships.

The service operates by processing refined fashions that incorporate real-time product availability, pricing info, and contextual indicators reminiscent of search queries and looking conduct. This technical structure permits contextually related promoting that adapts to procuring circumstances as they modify. When consumers click on these commercials on Macy’s digital properties, transactions full inside the retailer’s on-line retailer fairly than redirecting to Amazon or different locations.

Macy’s had announced earlier this fall plans to work with Amazon Retail Advert Service, although the partnership formalization arrives a number of months after preliminary discussions. The timing aligns with the essential fourth quarter procuring interval when promoting demand reaches annual peaks throughout retail media networks.

Amazon launched Retail Advert Service on January 9, 2025, at CES as a cloud-based promoting expertise service constructed on Amazon Internet Providers infrastructure. The platform permits retailers to implement sponsored product commercials on their web sites and purposes whereas sustaining management over advert placements, inventive codecs, and frequency. A number of retailers joined the beta program together with iHerb, Oriental Buying and selling Firm, and Weee!, with Macy’s representing the most important retail companion up to now primarily based on annual income and retailer footprint.

Macy’s operates 508 shops throughout the US with $25.3 billion in annual income as of January 2023. The division retailer chain’s retail media community gives 60-plus advert placements throughout Macy’s and Bloomingdale’s properties, based on firm supplies. The community’s closed-loop reporting tracks each on-line and in-store conversion exercise together with new purchaser acquisition charges, offering advertisers with performance-driven measurement capabilities.

The combination enhances Macy’s present promoting partnerships and expertise stack, supporting what the retailer describes as its imaginative and prescient to simplify advertiser entry to its on-line shopper base. This technical collaboration maintains separation between Macy’s and Amazon’s core companies by means of devoted methods with stringent entry controls designed to maintain enterprise info safe and separate, based on Macy’s documentation.

Amazon maintains the service operates on AWS infrastructure with strict information separation protocols. Advert measurement takes place inside AWS Clear Rooms, facilitating what Amazon describes as privacy-enhancing collaboration to generate aggregated, anonymized experiences. Retailers preserve full management over their promoting expertise together with inventive codecs, advert placements, and frequency parameters.

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The broader retail media landscape has experienced significant consolidation throughout 2025, with expertise suppliers establishing partnerships to handle fragmentation challenges that restrict advertiser attain. Commerce media revenues rose 23% to $53.7 billion in 2024, based on trade information, reflecting rising advertiser curiosity in leveraging retailer information for privacy-compliant viewers focusing on as third-party cookies section out.

Promoting companions profit from Amazon’s machine studying fashions educated on procuring indicators throughout its retail ecosystem. The expertise processes contextual info to serve related commercials throughout search outcomes pages, product element pages, and looking pages inside Macy’s digital properties. Actual-time information about product availability and pricing combines with contextual indicators to find out which commercials seem for particular consumers at particular moments.

The sponsored product format represents the central progress driver inside retail media, with 67% of manufacturers and companies redirecting efficiency promoting budgets towards retail media investments based on 2024 trade analysis. Manufacturers working with 4 to 6 retail media networks doubled in 2025, signaling diversification methods amongst advertisers who search entry to a number of retailer audiences fairly than concentrating spend with single platforms.

For promoting companions already managing campaigns by means of Amazon Advertisements, the Macy’s integration supplies an extra retail atmosphere to achieve consumers with out operational complexity. Marketing campaign creation follows acquainted processes established for Amazon’s personal market, although the marketed merchandise come from Macy’s catalog fairly than Amazon’s stock. Advertisers uncover Macy’s as an out there retail vacation spot throughout marketing campaign setup, then choose merchandise they wish to promote from Macy’s catalog.

Paula Despins, Vice President of Advertisements Measurement at Amazon, acknowledged in January that Amazon Retail Advert Service helps retailers improve their procuring expertise with extremely related promoting that guides clients by means of the procuring journey, serving to consumers with product discovery and making knowledgeable buy selections. The service goals to streamline operations for manufacturers whereas increasing attain to engaged retail audiences past Amazon’s personal properties.

Amazon’s advertising technology expansion has accelerated significantly all through 2025, with the corporate establishing its cloud infrastructure as foundational expertise for a number of points of digital promoting past its personal market. AWS RTB Material launched in October 2025 to supply specialised infrastructure for real-time bidding methods, whereas Amazon Advertising and marketing Cloud grew to become instantly accessible to sponsored adverts advertisers in September 2025.

The retail media sector initiatives progress exceeding $300 billion by 2030, representing roughly 20% of complete world promoting income based on analysis agency Omdia. This enlargement depends closely on first-party information and closed-loop measurement fairly than conventional real-time bidding mechanisms that dominated earlier programmatic promoting approaches. Retail media platforms require substantial infrastructure to course of transactions, retailer information, and serve commercials—features that AWS supplies by means of a number of providers.

Macy’s Media Community emphasizes that the Amazon Retail Advert Service collaboration operates as one part inside a broader promoting expertise technique. The retailer maintains present relationships with companions together with Criteo for different promoting capabilities, positioning the Amazon integration as complementary fairly than unique. This multi-partner method displays trade developments the place retailers keep away from dependency on single expertise suppliers.

The division retailer sector faces ongoing digital transformation challenges as shopper procuring patterns shift towards on-line channels and specialty retailers. Retail media networks characterize rising income streams that assist offset pressures on conventional division retailer economics. Macy’s reported delivering eight instances return on advert spend and 89% new buyer acquisition charges by means of its media community, based on firm supplies citing earlier marketing campaign efficiency.

Macy's mobile app displaying Bulova watch advertisement as sponsored product placement
Macy’s cell app displaying Bulova watch commercial as sponsored product placement

Advertisers utilizing the brand new functionality can begin planning vacation campaigns by allocating budgets and reaching out to Amazon groups for implementation assist. The early fourth quarter timing positions the combination to seize important seasonal promoting demand throughout November and December procuring intervals when retail promoting spending reaches annual peaks.

Pacvue, an advertising technology platform specializing in retail media, indicated that the mixture of Macy’s engaged consumers—who transfer seamlessly between on-line and in-store channels—and Amazon’s promoting expertise permits manufacturers to have interaction with related promoting at essential factors within the procuring journey. Melissa Burdick, President of Pacvue, described the event as marking “a pivotal shift in retail media” with advertisers quickly benefiting from unified platform capabilities to drive quick scale, efficiency, and effectivity.

The partnership addresses basic challenges inside retail media by eliminating obstacles that beforehand required manufacturers to work together with separate gross sales representatives and study distinct marketing campaign administration methods for every retail companion. Unified entry by means of Amazon Advertisements permits manufacturers to find promoting alternatives throughout a number of retailers whereas managing all the things by means of acquainted interfaces and APIs.

Major retailers including Best Buy have equally established partnerships with promoting expertise suppliers to scale their retail media capabilities all through 2025. The development displays broader trade motion towards specialised expertise partnerships fairly than proprietary improvement, significantly for mid-market retailers missing Amazon’s engineering sources and technical infrastructure.

Macy’s integration follows patterns established by different commerce media networks that leverage exterior expertise partnerships to speed up capabilities. RE/MAX expanded its commerce media network by means of LiveRamp and Magnite partnerships in 2025, whereas Mastercard launched its commerce media network in October 2025 leveraging transaction information from 160 billion annual funds.

The sponsored product format particularly addresses onsite retail media promoting the place adverts seem instantly inside retailer procuring environments fairly than exterior web sites or purposes. This placement supplies excessive relevance for consumers actively looking and contemplating purchases, differentiating onsite retail media from offsite show promoting that reaches audiences away from retail properties.

For Macy’s Media Community, the Amazon Retail Advert Service integration expands out there advertiser demand by tapping into Amazon’s in depth community of manufacturers and companies already managing campaigns by means of its platform. The retailer good points entry to promoting budgets which may not in any other case attain Macy’s properties on account of operational obstacles or restricted consciousness of promoting alternatives inside the division retailer’s digital ecosystem.

Technical implementation particulars point out that advertisers require an Amazon Advertisements account to launch campaigns throughout taking part retailers. These with out present Amazon Advertisements entry can set up accounts by means of commonplace registration processes. Marketing campaign setup entails choosing Macy’s because the goal retailer, selecting merchandise from Macy’s catalog, and defining focusing on parameters, key phrases, and bidding methods utilizing instruments acquainted to Amazon Advertisements customers.

The system helps each automated and handbook focusing on approaches. Computerized focusing on makes use of machine studying to pick key phrases primarily based on shopper searches associated to product info, offering fast marketing campaign activation for advertisers in search of streamlined setup. Handbook focusing on permits extra exact management by means of particular key phrase choice and bid administration together with detrimental key phrase exclusions to forestall adverts from showing for irrelevant searches.

Amazon supplies search time period reporting to gauge key phrase efficiency, enabling ongoing optimization primarily based on precise shopper question patterns noticed inside Macy’s digital properties. This measurement functionality helps efficiency enchancment over time as advertisers establish high-performing phrases and modify methods accordingly.

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Abstract

Who: Amazon Advertisements and Macy’s Media Community established the partnership enabling advertisers to buy sponsored product placements on Macy’s digital properties by means of Amazon’s promoting platform.

What: The combination permits advertisers to create and handle sponsored product campaigns showing on Macys.com and the Macy’s cell app utilizing Amazon Advertisements console and APIs. The system supplies unified marketing campaign administration, constant reporting, and measurement instruments for advertisers working throughout a number of retail media networks. Macy’s maintains management over advert placements and artistic codecs whereas leveraging Amazon’s machine studying expertise for contextual promoting.

When: Amazon introduced the Macy’s sponsored merchandise availability in early November 2025, following Macy’s September 2025 announcement of strategic partnership plans with Amazon Retail Advert Service. The combination arrives through the essential fourth quarter procuring interval.

The place: Sponsored product commercials seem inside Macy’s web site and cell software properties, together with search outcomes pages, product element pages, and looking pages. Advertisers handle campaigns by means of the Amazon Advertisements platform accessible globally, although preliminary Macy’s campaigns goal the US market the place the division retailer operates 508 areas.

Why: The partnership addresses advertiser demand for simplified buying workflows and unified marketing campaign administration throughout a number of retail media networks. For Macy’s, the combination expands out there advertiser demand by accessing Amazon’s in depth community of manufacturers and companies. For Amazon, the partnership validates its Retail Advert Service expertise and extends its promoting attain past its personal market properties into conventional retail environments.


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