B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30%
30% -- category retail volume shift to non amazon channels for US retail media categories (2026)
Category-level concentration can shift 30% or more of retail volume toward non-Amazon retail media channels.
- Applies to specific product categories with high retailer concentration (e.g., grocery, staples, premium beauty)
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2026
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier C
https://www.darkroomagency.com/observatory/amazon-vs-retail-media-networks-2026 ↗
Source Article
Amazon vs Retail Media Networks: Where Brands Should Spend i
AMAZON AND RETAIL MEDIA
Amazon vs Retail Media Networks: Where Brands Should Actually Spend in 2026
Written by Darkroom leardership
Written & peer reviewed by 4 Darkroom team members
The Retail Media Reality Check
The retail media network conversation often oversells diversification as a growth stra…
Original Research
eMarketer
· Original study ↗
Methodology
Cited to eMarketer retail media forecast.
Methodology documented
Segmentation
IndustryRetail
RegionUS
Channelmulti-channel
Cite this stat
Plain Text
US retail media categories: 30% category retail volume shift to non amazon channels. Source: eMarketer (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/category-concentration-non-amazon-retail
HTML Embed
<blockquote cite="https://lighthousedata.io/data/category-concentration-non-amazon-retail" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- category retail volume shift to non amazon channels for US retail media categories<br><small>Source: eMarketer (2026) · <a href="https://lighthousedata.io/data/category-concentration-non-amazon-retail" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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