Amazon, Walmart, Target, and Kroger. There are literally hundreds of major players in the retail media game, and it can be super challenging for companies to know where to place their ads

With more ecommerce marketplace options available to third-party sellers than ever before, it can be difficult to determine the best avenue to connect with the most relevant customers and conduct successful sales.

The retail media marketplace competition is perpetually growing, featuring huge companies like Amazon and smaller online retailers making a big name for themselves, like Etsy. Amazon stands at a level above other retailers in the space, owning more than 80 percent of the retail media spend worldwide.

In this complete guide, we explore what Amazon Ads is, its benefits, how it works, and how you can start advertising with Amazon, as well as a few of the key differences between advertising with Amazon and one of its top competitors: Walmart Connect. Start at the beginning, or feel free to jump around by using our table of contents: