Amazon Ads vs Walmart Connect:Which is more popular by branded search?
In August 2026, Amazon Ads had more branded searches than Walmart Connect among retail media networks worldwide. Amazon Ads was estimated to have 74K branded searches compared to Walmart Connect’s 6.6K, and held a 55.9% Share of Search versus Walmart Connect’s 5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Amazon Ads or Walmart Connect?
Compare the ad networks retailers sell space on. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Amazon Ads, Walmart Connect. The figures are in the table below the chart.
View monthly share of search table
| Month | Amazon Ads | Criteo | Roundel | Walmart Connect | CitrusAd |
|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 35.5% | 7% | 3.8% | 1.4% |
| Nov 2025 | 56.1% | 31.3% | 7.5% | 4.1% | 0.99% |
| Dec 2025 | 60.4% | 27.5% | 8.1% | 3.6% | 0.48% |
| Jan 2026 | 51.2% | 34.9% | 8.4% | 4.6% | 0.9% |
| Feb 2026 | 51.4% | 35.1% | 8.4% | 4.6% | 0.5% |
| Mar 2026 | 55% | 30.7% | 9% | 4.9% | 0.44% |
| Apr 2026 | 51.5% | 35.1% | 8.4% | 4.6% | 0.41% |
| May 2026 | 55.9% | 31.2% | 7.5% | 5% | 0.45% |
| Jun 2026 | 51.7% | 35.3% | 6.9% | 5.7% | 0.41% |
| Jul 2026 | 52.3% | 35.7% | 7% | 4.7% | 0.34% |
| Aug 2026 | 55.9% | 31.3% | 7.5% | 5% | 0.36% |
| Sep 2026 | — | — | — | — | — |
How has the Amazon Ads and Walmart Connect comparison changed over the last 12 months?
3 findings
- Amazon Ads was ahead of Walmart Connect in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Amazon Ads’ estimated Share of Search among retail media networks worldwide moved from 52.3% to 55.9%, and its estimated monthly branded searches moved from 90.5K to 74K.
- Across the 11 months ending August 2026, Walmart Connect’s estimated Share of Search among retail media networks worldwide moved from 3.8% to 5%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for retail media networks worldwide in August 2026?
1 change
In August 2026, Amazon Ads gained estimated Share of Search among retail media networks worldwide, from 52.3% to 55.9%.
How each brand is measured
Brandwave collects information about searches that people make online using Amazon Ads’ and Walmart Connect’s 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
1 branded search term
- amazon ads
Walmart Connect
1 branded search term
- walmart connect
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.