Asda has announced a partnership with Amazon Ads that will see the supermarket become the first retailer outside the United States to introduce Amazon Retail Ad Service across its online stores.
The collaboration is designed to enhance Asda's retail media capabilities and create new opportunities for brands to engage with shoppers across its online grocery and George platforms.
The rollout will begin in phases from the fourth quarter of this year and will use Amazon Retail Ad Service technology to deliver more relevant advertising based on customers' shopping behaviour and purchase intent.
Asda said the move will help shoppers find products more quickly while enabling brands to deliver more targeted and measurable campaigns.
Rachel Eyre, Asda's chief customer and digital officer, said the partnership would improve the online shopping experience while strengthening the retailer's proposition for brand partners.
"We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need," she said.
"At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns."
Eyre said the agreement builds on Asda's recently announced partnership with Ocado and reflects the retailer's continued investment in technology.
The partnership will allow advertisers to use familiar Amazon Ads tools to plan, execute and measure campaigns, while benefiting from consistent reporting across platforms.
Asda said the arrangement would also enable brands to extend campaigns across both its own digital properties and Amazon Ads inventory, helping advertisers reach more shoppers while simplifying campaign management.
Joseph Park, vice president of Creative Experiences and AI Solutions at Amazon Ads, said: "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.
"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."