Asda has partnered with Amazon Ads, becoming the first retailer outside the US to implement its Amazon Retail Ad Service across its online platforms.

The supermarket said the move will strengthen its retail media capabilities and help brands reach shoppers more effectively across its digital channels.

The rollout will begin in phases from the fourth quarter of 2026 and cover both Asda's online grocery business and its George clothing and home platform.

Asda said brands will be able to use Amazon's retail media technology to deliver advertising based on shopping behaviour and purchase intent, with the aim of improving product discovery and increasing engagement.

For advertisers, Asda said the partnership offers clearer insights and better measurement, alongside a simpler way to plan and execute campaigns through Amazon
Ads tools and consistent cross-platform reporting.

It also enables brands to scale activity across Asda’s platforms and Amazon Ads inventory, which Asda said would increase their reach across what is an increasingly fragmented retail media landscape.

The company added the technology will help customers find relevant products more easily while creating new advertising opportunities for brands looking to reach consumers at key points in the purchasing journey.

"We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need,” said Rachel Eyre, chief customer and digital officer at Asda. "At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns."

Earlier this month, Asda signed a long-term ecommerce partnership with Ocado Group which will see Ocado's Smart Platform technology rolled out across Asda's stores, fulfilment hubs and online operations from 2027.

The partnership is designed to upgrade Asda's ecommerce infrastructure and support its efforts to strengthen its position in the UK grocery delivery market.

The retailer said Ocado's technology will be introduced across its website, mobile app, in-store picking systems and home delivery operations, enabling services including scheduled deliveries, rapid delivery orders and click-and-collect.

The company is currently in the midst of a multi-year revamp in a bid to regain market share from other major markets, a decision that pushed its losses to nearly £1 billion in 2025.

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