Asda has announced a partnership with Amazon to transform how brands reach customers across its digital platforms. The grocer will use Amazon Retail Ad Service to target customers with adverts based on shopping behaviour and intent, with a phased roll-out beginning in the last quarter of 2026.
First Non-US Retailer to Use Amazon's Service
Asda is the first retailer outside the United States to deploy this service on its online platforms. The collaboration aims to help customers who know what they are looking for find it faster, while guiding those who are undecided to relevant products in one place.
Rachel Eyre, Asda’s chief customer and digital officer, described the move as a significant step in making Asda a frictionless place for brands to reach British shoppers. She said: “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.”
Strengthening Retail Media Proposition
Eyre added that the partnership creates a stronger retail media proposition, giving current and future brand partners a more effective way to reach customers using deeper insight to deliver impactful and measurable campaigns. She noted that this builds on the recent partnership with Ocado and represents another clear step forward in using technology to improve the Asda shopping experience.
“Amazon’s Retail Ad Service gives UK advertisers the signals, measurement and scale they need, in a way that is seamless and familiar from day one,” she said.
Advertiser Benefits and Future Rollout
Joseph Park, vice president of creative experiences and AI solutions at Amazon Ads, said the service will make it easier for advertisers to reach Asda and George shoppers at key moments in their purchase journey. He added: “Together, we're helping customers see more of what's relevant to them — and giving brands a simpler and highly effective way for them to consistently show up at the right moment through ad tech they already use and trust.”
The phased roll-out across stores from the last quarter of 2026 will allow Asda to integrate the technology gradually, ensuring a smooth transition for both customers and brand partners.
