Forrester names Amazon Ads the omnichannel advertising platforms leader

Independent research firm Forrester has recognized Amazon Ads as the leader in omnichannel advertising platforms, according to The Forrester Wave™: Omnichannel Advertising Platforms, Q1 2026. Amazon Ads was among seven companies Forrester selected to research, analyze, and score based on their current offering, strategy, and market presence.

"We're honored to be recognized as the leader in 2026 Wave report from Forrester," said Kelly MacLean, VP, Engineering, Product & Science, Amazon Ads. "The recognition reflects our ongoing commitment to listening to customers and continuously innovating to help them achieve strong performance and their business goals. We remain focused on making it easier for advertisers to engage with verified and authenticated audiences with the right messages, and to measure the impact of their media spend to eliminate waste."

Amazon Ads Vendor Profile in the report states:

• “Amazon Ads unified its demand-side and commerce media platforms last year to realize its superior vision of ‘full-funnel advertising at scale for everyone.’ This consolidation facilitates sticky adoption among brands that sell through Amazon and those that want deeper customer understanding.”
• “Amazon Ads' ‘authenticated graph’ enables advertisers to deterministically reach approximately 90% of households across the US. Best-in-class audience creation and targeting capabilities are boosted by Ads Agent and Creative Agent, which lift media and creative SMEs’ workflow and analytical efficiencies.”
• “Customers appreciate the leaps and bounds Amazon Ads made in the past few years and plan to broaden and deepen adoption in the near term.”
• “Advertisers seeking deterministic reach and AI-powered, full-funnel performance should consider Amazon Ads.”

Sources

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