What: Macy’s will allow advertisers to manage sponsored product campaigns on its website using Amazon’s ad-serving and measurement tools.

Why it is important: Macy’s adoption of Amazon’s ad tech demonstrates how retailers are using innovative partnerships to drive revenue growth and adapt to evolving digital marketing demands.

Macy’s is launching a pilot program with Amazon’s Retail Ads Service, enabling advertisers to manage sponsored product campaigns on Macy’s website through Amazon’s established ad console and APIs. This integration allows for streamlined campaign management, leveraging Amazon’s advanced targeting and measurement capabilities while maintaining Macy’s control over its ad experience. The partnership is set to begin in early Q4, strategically timed for the holiday season, and is designed to complement Macy’s existing self-serve and managed campaigns. By collaborating with Amazon, Macy’s aims to offer advertisers greater efficiency, scale, and performance, while addressing industry concerns about data privacy through dedicated systems and access controls. This move not only positions Macy’s at the forefront of retail media innovation but also reflects a broader trend among retailers to adopt sophisticated digital advertising solutions to enhance customer engagement and drive new revenue streams. The initiative underscores the growing importance of retail media networks in holiday marketing strategies and the ongoing evolution of digital advertising in the sector.

IADS Notes: Macy’s partnership with Amazon for retail ads is emblematic of a wider industry transformation, as seen in January 2025 when Amazon’s ad tech strategy raised both opportunities and concerns around data control. Macy’s ongoing innovation in media, highlighted by its February 2025 NBCUniversal deal, has already demonstrated the value of multi-platform engagement. The Coresight report from July 2024 documented Macy’s rapid retail media revenue growth, while October 2024 and April 2025 industry analyses emphasized the sector’s push for scale, efficiency, and standardization—trends that Macy’s is now actively shaping through this collaboration.

Macy’s partners with Amazon for retail ads ahead of holiday season