Kantar X-Rays Amazon Search Advertisers in France
Updated: 6 days ago
TL;DR: Kantar Media has analysed Amazon Search advertisers in France for H1 2026, counting 5,356 advertisers — and finding that 44% of them use Amazon as their sole advertising channel.
Retail media's pull on advertising budgets just got a hard number in France. Kantar Media has launched a retail-media-search monitoring tool and published an analysis of advertisers on Amazon Search in France for the first half of 2026.
The findings
Kantar counted 5,356 advertisers on Amazon Search. Sponsored Products took 73% of sponsored placements versus 27% for Sponsored Brands. Most strikingly, 44% of identified advertisers use Amazon as their sole advertising channel.
By brand count, dietary supplements led (252 brands), ahead of cosmetics (152) and ready-to-wear (141).
Marketing Minute's read
That 44% figure is the headline. It means nearly half of these advertisers are not running Amazon alongside TV, social or search — they are running Amazon instead of everything else. Retail media isn't just taking budget share; for a large cohort it has become the whole media plan.
This is a structural shift with a risk baked in. Brands that live entirely inside one retailer's ad system are exposed to its pricing, its algorithm changes and its ownership of the customer relationship. Convenient today, fragile tomorrow.
What marketers should do
If you're an Amazon-only advertiser, treat that as a strategic risk to manage, not a steady state. Build at least one owned channel — email, your own site, a community — where you control the customer relationship, so your demand isn't entirely rented from a single platform.
Quick FAQ
How many brands advertise on Amazon Search in France?
Kantar counted 5,356 advertisers in H1 2026, with Sponsored Products taking 73% of sponsored placements and dietary supplements leading by brand count (252).
What's the risk of Amazon-only advertising?
Kantar found 44% of these advertisers use Amazon as their sole channel, leaving them exposed to one platform's pricing, algorithm changes and ownership of the customer relationship.
The number that should stop you is 44% advertising on Amazon alone. Retail media isn't just taking budget share — for nearly half these brands it has become the entire media plan. That's convenient today and fragile tomorrow: renting all your demand from one platform is a strategy with a single point of failure. — Daniel Nikolla, Founder of Merx Marketing
Retail media has become the whole media plan for many brands — build at least one owned channel so your demand isn't entirely rented from one platform.
How much of your demand would survive if your biggest ad platform changed its rules tomorrow?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, e-marketing.fr, The Media Leader.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
