Macy’s has joined forces with Amazon to enable advertisers to use the Amazon Ads platform to purchase ads on the leading department store’s website.
The pilot collaboration between Macy’s Media Network and the Amazon Retail Ad Service gives advertisers a way to buy Macy’s sponsored product ads through the Amazon Ads console and APIs they’re already leveraging.
As a result, advertisers will be able to manage their Macy’s campaigns alongside their other retail media activity and be able to track the success of all of these campaigns with the same reporting and measurement tools.
“With Macy’s using Amazon Retail Ad Service, we’re thrilled to help brands activate high-performing sponsored product campaigns on Macys.com,” said Melissa Burdick, President at commerce platform Pacvue. “The combination of Macy’s engaged shoppers – who seamlessly move between online and in-store channels—and Amazon’s industry-leading ad technology allows brands to engage with relevant advertising at critical points in the shopping journey. This marks a pivotal shift in retail media.”
Macy’s is the first major retailer to partner with the Amazon Retail Ad Service, with many wary of going into business with Amazon in the retail media space. Macy’s has ensured that deal will see it maintain full control over the advertising experience.
Advertisers will be able to start creating Macy’s Campaigns on the Amazon Ad console from “early Q4” for the holiday season. Macy’s has promised that campaigns already running through Macy’s Media Network will continue to run as usual.
