Asda partners with Amazon Ads in UK retail first

The integration leverages Amazon’s advertising technology to deliver tailored recommendations based on real-time shopping intent. By utilizing familiar Amazon Ads tools, the grocer intends to streamline the digital storefront, allowing customers to navigate product categories with greater efficiency. For brand partners, the partnership promises improved measurement and consistent cross-platform reporting, enabling more impactful campaigns across Asda’s digital ecosystem.

Rachel Eyre, Asda’s Chief Customer and Digital Officer, noted that the move is designed to enhance the overall shopping experience while creating a more robust retail media proposition. Joseph Park, Vice President of Creative Experiences and AI Solutions at Amazon Ads, added that the collaboration provides advertisers with a seamless way to reach consumers at critical moments in their purchase journey. This strategic shift follows Asda's recent technology-focused collaboration with Ocado, marking another phase in the retailer's broader digital transformation efforts.