Apple has boosted its investment in retail media, according to an analysis of WARC Digital Commerce's dComm Index data for Amazon. Yet this increase in commerce ad spend has not led to an improvement in sales on the e-commerce platform.
In Q2 2023, Apple expanded its paid share of voice (SOV) on Amazon’s first page in the consumer electronics category to 7.1%, up from 3.5% in Q4 2022.
However, the intriguing aspect of this analysis is the disparity between Apple's paid SOV dominance and its sales performance on Amazon.
Despite its commanding presence in paid SOV, Apple's sales numbers...