Amazon and Walmart's $74 Billion Ad Market Faces an AI Test
Amazon and Walmart dominate the $74.4B U.S. retail media ad market, with 88% share. AI shopping agents may disrupt their ad revenue, as they could reduce exposure to sponsored items. Amazon's ad revenue grew 11% in Q3, its slowest in four years. Walmart is integrating external AI agents, while Amazon has not. Morgan Stanley predicts AI agents could drive 10-20% of U.S. e-commerce by 2030.



