UK Retail Media Hits £2bn, Amazon Owns 63% of Germany

UK retail media just hit £2bn in a single half-year. Amazon controls nearly two-thirds of Germany's online retail. And Prime Day is quietly getting upper-funnel Amazon ad spend past CFO scrutiny. Three structural shifts every ecommerce brand needs to act on. In this episode: UK online retail media grew 32% year-on-year in H1 2026 to reach £2bn, outpacing social, search, and programmatic display to become the fastest-growing digital ad category in the country. Amazon holds a 63% share of Germany's online retail market — Europe's largest economy — meaning brands entering DACH must treat Amazon as mandatory infrastructure, not an optional channel. Advertisers tell Digiday that Prime Day is acting as a catalyst for Amazon DSP and video investment, with brands citing 'defensible to the CFO' performance data as the key to unlocking upper-funnel budgets beyond sponsored products. The Digital Commerce Daily is a concise briefing for ecommerce, retail media and digital commerce professionals, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Health Marketing Daily