Stop Comparing RMNs Like They’re the Same

Retail media strategy now demands a shift from Amazon-centric models to a diversified approach across multiple platforms to effectively meet consumers where they shop. Brands face significant challenges in comparing performance across these networks due to inconsistent attribution windows, such as the discrepancy between online-only metrics and hybrid in-store tracking. Relying solely on ROAS or conversion rates often obscures the true customer journey, leading to potentially flawed budget allocations. Instead, prioritizing lift tests and leveraging advanced tools like Amazon Marketing Cloud provides a more accurate view of incrementality and brand influence. Ultimately, success in the current landscape requires moving beyond granular algorithm optimization to understand how various touchpoints collectively drive consumer behavior and long-term growth.