Amazon Ads ranked #1 in global ad equity by Kantar

For the third consecutive year, Amazon Ads has claimed the top spot for ad equity among global media platforms. Published in the annual Media Reactions report, Kantar surveyed 1,000 marketers and 18,000 consumers across 27 markets about their feelings toward the top media channels and brands in the industry. Amazon Ads secured the top spot for global ad equity, or the measurement of advertising value to the end user, as well as the media brand with the most relevant ads.

Additionally, Amazon Ads also ranked in the top three for where marketers plan on increasing their ad spend in 2025. More than half of marketers plan to invest more in Amazon Ads solutions, suggesting that Amazon continues to be a destination for advertisers looking to expand reach.

“There’s not one exact thing you need to do to rank high with consumers. It’s just about doing your thing better, and Amazon Ads does its thing well,” explains Gonca Bubani, Global Media Thought Leadership Director at Kantar “Amazon Ads is very successful and has had the most relevant ads for three years among all global brands we survey.” Amazon Ads uses trillions of first-party signals to ensure the advertising that customers see—whether on Amazon or off—is relevant, brand safe, and reaching consumers in the moments that matter most.

Amazon also surveyed particularly high with consumers across generations. When ranking media brand preferences, Amazon was the only media brand that secured a position as a top three-preferred brand across Gen Z, Millennials, Gen X, and Baby Boomers. When assessing generational preference, Kantar surveyed consumers for both receptivity to advertising, as well as attitude toward the brand. When asked about the particular qualities that appeal to consumers, Amazon surveyed well above average for the relevance and usefulness of its ad offerings.

“Amazon Ads has advertising opportunities across a wide array of mediums,” Bubani explains. “Seeing it place across the top three for all generations makes you think—there must be something for everyone. That’s the nature of Amazon’s business… but there are other brands who have a lot of channels and they don’t necessarily end up at the top.”

With Amazon’s billions of first-party signals and its wide array of ad solutions across Amazon, Prime Video, Twitch, and more, Amazon has the ability to reach consumers with relevant ads that speak to their interests, in the places they most care about.