Asda partners with Amazon Ads to launch retail media on Asda.com and George.com
Asda has struck a retail media partnership with Amazon Ads, adopting the Retail Ad Service (RAS) platform to run advertising on Asda.com and launching retail media on George.com for the first time. Chief customer and digital officer Rachel Eyre says the aim is to become "the easiest retail media partner to work with in UK grocery." Asda says the deal is RAS's first deployment outside the US. UK retail media spend grew 18% year-on-year in 2025 to £3.8bn, according to the IAB UK Digital Adspend Study, and Eyre points to a market where brands face inconsistent planning, buying and measurement from one retailer to the next. The partnership follows Asda's earlier deal with Ocado this year to power its future online grocery platform, and expands Asda's retail media pitch beyond its existing FMCG suppliers to brands that do not sell in its stores but want to reach its customer base.
Campaigns across UK grocery retail media currently run on different platforms with different reporting, forcing brands to rebuild measurement and planning processes for each retailer. Amazon's technology behind Asda.com and George.com gives buyers a more familiar interface and reporting structure if they already run campaigns through Amazon Ads, easing the operational burden of managing budgets across fragmented retail media platforms. Asda's expanded ambitions, covering Asda, George, Money and Mobile audiences, also open new inventory to brands that don't sell through its stores, widening the pool of advertisers competing for grocery retail data and audience reach.