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H2 2025 Sponsored Products Benchmarks Report

Remember when Sponsored Products were the quiet workhorse of retail media?
Not anymore.

They’re up 7% year-over-year as retailers move beyond static in-grid placements—layering smarter algorithms, richer formats, and more flexible ad grids.

The result: broader keyword coverage, more diverse brand participation, and faster, more adaptive monetization systems.

Hard cover H2 2025 Benchmarks Sponsored Products Report image

What You’ll Learn:

1. Sponsored coverage is climbing fast.

Sponsored Products are up 7% YoY as retailers scale inventory and optimize distribution. Amazon, Walmart, and The Home Depot lead with 25+ ads per page load on average.

2. New formats are taking off.

Carousels and video placements are expanding Sponsored Products beyond the grid—creating richer, more engaging ad experiences.

3. Algorithms are getting smarter.

Improved ad serving and search precision are driving stronger long-tail coverage, helping smaller brands compete where it counts.

4. Ad grids are becoming fluid.

Retailers are shifting from fixed slots to dynamic layouts, experimenting with adaptive merchandising strategies.

5. The brand mix is diversifying.

The Torso and Tail are strengthening, as challenger and mid-sized brands capture more visibility across categories.

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Sponsored Products have evolved from a placement tactic to a performance engine.

See how leading retailers are building smarter, more flexible ad systems—and where the next wave of growth is coming from.

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Methodology

Between Q2 2024 and Q3 2025, we analyzed publicly available desktop search results from 12 major U.S. retail media networks.

Data includes over 2,500 keywords across categories like grocery, pharmacy, beauty, fashion, electronics, office, and furniture, as well as over 3,500 tracked brands. Sponsored ad units analyzed: in-grid, carousel, brand carousel, and video.

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⚠️ Please note: This data is not sourced internally from retailers but collected from publicly accessible websites, allowing for a small margin of error. “Impressions” refers to brand appearances on search results pages.