Amazon Ads vs Instacart Ads:Which is more popular?
In September 2026, Amazon Ads had more branded searches than Instacart Ads among retail media networks worldwide. Amazon Ads had about 92,100 branded searches, while Instacart Ads had 1,600. Amazon Ads made up 58.7% of all retail media network searches we track, and Instacart Ads accounted for 1%. When we asked ChatGPT and Google AI Overviews about retail media networks, Amazon Ads appeared in all five answers and Instacart Ads in three. Amazon Ads was mentioned before Instacart Ads in every answer.
Who do people search for more?
Amazon Ads, about 58 searches for every 1 for Instacart Ads
Who does AI mention more?
Amazon Ads, mentioned in every answer we collected
Who does AI recommend more?
Amazon Ads, named ahead of Instacart Ads in every answer
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Top retail media networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Amazon Ads appeared in all five answers. Instacart Ads was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Amazon Ads was listed before Instacart Ads in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Amazon Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Roundel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Walmart Connect4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Kroger Precision Marketing4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Instacart Ads3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Criteo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
CitrusAd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about retail media networks
5 answers
Asked ChatGPT
“Which retail media network should I use?”
Asked ChatGPT
“What are the best retail media networks?”
Asked ChatGPT
“What's the best retail media network for an ecommerce advertiser?”
Searched Google, AI Overview
“retail media network”
Searched Google, AI Overview
“sponsored product ads”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Amazon Ads or Instacart Ads more popular in search?
This chart shows how often people search Google for Amazon Ads and Instacart Ads by name. Each line represents a brand's share of searches for all seven retail media networks we track, month by month, from English-language searches worldwide.
Share of searches by month for Amazon Ads, Instacart Ads. The figures are in the table below the chart.
View monthly share of searches table
| Month | Amazon Ads | Criteo | Roundel | Walmart Connect | Instacart Ads | CitrusAd | Kroger Precision Marketing |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 34.4% | 6.8% | 3.7% | 1.1% | 1.4% | 0.33% |
| Nov 2025 | 56.2% | 30.2% | 7.4% | 4% | 0.97% | 0.97% | 0.29% |
| Dec 2025 | 60.3% | 26.5% | 7.9% | 3.5% | 1% | 0.47% | 0.25% |
| Jan 2026 | 51.1% | 33.5% | 8.1% | 4.4% | 1.6% | 0.88% | 0.32% |
| Feb 2026 | 49.9% | 32.7% | 8% | 4.3% | 4.3% | 0.47% | 0.32% |
| Mar 2026 | 54.7% | 29.5% | 8.8% | 4.8% | 1.4% | 0.43% | 0.35% |
| Apr 2026 | 51.3% | 33.7% | 8.2% | 4.5% | 1.6% | 0.4% | 0.33% |
| May 2026 | 55.6% | 30.1% | 7.3% | 4.9% | 1.4% | 0.44% | 0.29% |
| Jun 2026 | 51.7% | 34% | 6.8% | 5.5% | 1.3% | 0.4% | 0.33% |
| Jul 2026 | 52.3% | 34.5% | 6.9% | 4.6% | 1.1% | 0.33% | 0.33% |
| Aug 2026 | 55.7% | 30.1% | 7.3% | 4.9% | 1.2% | 0.36% | 0.44% |
| Sep 2026 | 58.7% | 26% | 9.4% | 4.2% | 1% | 0.31% | 0.31% |
How has the Amazon Ads and Instacart Ads comparison changed over the last 12 months?
3 findings
- Amazon Ads was ahead of Instacart Ads in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Ads’ share of searches among retail media networks worldwide moved from 52.3% to 58.7%, and its estimated monthly branded searches moved from 92.4K to 92.1K.
- Across the 12 months ending September 2026, Instacart Ads’ share of searches among retail media networks worldwide moved from 1.1% to 1%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for retail media networks worldwide in September 2026?
2 changes
In September 2026, Amazon Ads gained share of searches among retail media networks worldwide, from 55.7% to 58.7%.
Estimated monthly branded searches for Instacart Ads worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Amazon Ads’ and Instacart Ads’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon Ads
2 branded search terms
- amazon ads
- amazonads
Instacart Ads
1 branded search term
- instacart ads
Other head-to-heads among retail media networks
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