Asda will become the first retailer outside of the U.S. to launch Amazon Ads across its online stores, as the supermarket accelerates its retail media offering and looks to connect brands with customers across its digital platforms.

Announcing its new partnership with Amazon Ads, which will rollout in Q4 2026, Asda said the move would create new opportunities for third-party brands and advertisers to leverage commerce media at scale.

The partnership will use advanced machine learning to deliver more relevant ads to customers, based on shopping behaviour and intent insights, to drive stronger engagement and ROAS across Asda’s online grocery and George platforms.

“This partnership is about using technology to improve the online shopping experience by helping [customers] quickly find what they need,” Rachel Eyre, Chief Customer & Digital Officer at Asda, commented.

“At the same time, it creates a stronger retail media proposition, giving our brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns,” she added.

Asda said the move would also enables brands to scale their commerce media activity across its platforms and Amazon Ads inventory, extending reach while reducing complexity in an increasingly fragmented retail media landscape.

“This partnership is the first of its kind in the UK and will make it easier for advertisers to reach ASDA and George shoppers at key moments in their purchase journey” said Joseph Park, VP, Creative Experiences and AI Solutions at Amazon Ads.

“Together, we’re helping customers see more of what’s relevant to them — and giving brands a simpler and highly effective way for them to consistently show up at the right moment through ad tech they already use and trust.”