What is retail media?

Retail media is advertising sold by a retailer or marketplace using its own channels and shopper data. It includes sponsored listings on the retailer's site and app, offsite ads targeted with the retailer's data, and in-store media such as screens and radio. Its main appeal is the ability to link ads to sales.

What is the difference between Cartology and Coles 360?

Cartology is Woolworths Group's retail media business, covering Woolworths and BIG W and built on Everyday Rewards data. Coles 360 is Coles Group's equivalent, covering Coles and Liquorland and built on Flybuys data. The right choice usually depends on where your products are ranged and where your buyers shop.

Do I need to be stocked by a retailer to advertise with them?

For onsite and in-store placements, generally yes. Coles 360's media kit, for example, requires 95% ranging in the market where an ad runs. Some formats are more open: Amazon has said brands do not need to sell on Amazon to run Prime Video ads.

How do I know if retail media is working?

Agree the measurement approach before you spend, including whether results are attributed or incremental and how long the post-campaign window is. Then compare network reporting with your own total sales and margin. Incrementality tests and holdouts give the most reliable read.

Retail Media in Australia: Amazon, Cartology and Coles 360 Explained

What retail media actually is

Retail media is advertising sold by a retailer or marketplace, using its own channels and its own shopper data. It shows up in three places:

Onsite: sponsored listings and banners on the retailer's website and app, often in search results and category pages.
Offsite: ads on social, video and other channels, targeted using the retailer's shopper data.
In-store: digital screens, in-store radio, magazines and point-of-sale displays.

The appeal is proximity to the sale. Because retailers can connect ad exposure to purchases, often through loyalty programmes, they can report on sales in a way most other media cannot.

Why it is growing in Australia

IAB Australia's Retail and Commerce Media State of the Nation 2026 found that 87% of the advertising decision makers surveyed say retail media is now a significant or regular part of their activity. Among active buyers, 63% increased spend on retailers' own sites and apps over the past year, 65% increased spend on retailer-powered advertising outside those channels, and nearly half of the investment was reallocated from other budgets, mainly trade and traditional advertising.

The same report is clear about the weak spot. 73% of active buyers named inconsistent metrics and definitions across networks as a top measurement challenge, and 59% had difficulty measuring ROAS or ROI.

Amazon Ads: marketplace and streaming

On amazon.com.au, Amazon's self-serve sponsored ads include Sponsored Products and Sponsored Brands, both mostly charged per click, and Sponsored Display, plus free brand Stores. Sellers need an active Professional seller account, and Sponsored Brands and Stores require enrolment in Amazon Brand Registry, which needs a registered trademark.

Amazon also sells video and programmatic advertising through Prime Video ads and Amazon DSP. Amazon Ads reports that Prime Video's average monthly ad-supported reach in Australia is more than 5.5 million viewers, and it has said brands do not need to sell on Amazon to run Prime Video ads.

Best suited to: brands that sell on amazon.com.au, where search ads directly influence product visibility and sales.

Cartology: Woolworths Group

Cartology is Woolworths Group's retail media business, covering Woolworths and BIG W. It sells media in-store, online, off-network and through retail out-of-home screens, and lists more than 11 million active Everyday Rewards members and more than 3,600 digital screens.

In its F26 results, Woolworths reported Cartology revenue growth of 7.8%, completion of its aisle-entry screen rollout across Woolworths Supermarkets, faster progress on self-service in Cartology Ads Manager and the launch of BIG W sponsored search. Earlier in 2026 Cartology outlined a roadmap that includes off-network partnerships, a self-serve platform and expanded measurement, including incrementality testing.

Coles 360: Coles Group

Coles 360 is Coles Group's retail media business. Its FY27 media kit lists more than 10.4 million active Flybuys members, more than 850 supermarkets and entry screens in more than 690 stores, plus in-store radio, Coles Magazine and Liquorland screens. Onsite placements on Coles Online can be bought direct or through Citrus self-serve sponsored listings, and offsite activity runs across channels including Meta, TikTok, Pinterest, Snapchat, YouTube and Uber Eats.

Coles 360 reported 13.5% revenue growth in FY25, appointed a new general manager in January 2026, and in May 2026 added dedicated ad product and measurement leads focused on closed-loop attribution and incrementality. Note the ranging rule in the media kit: products generally need 95% ranging in the market where the ad runs.

The newer networks

The supermarkets and Amazon are no longer the only options:

Bunnings launched Hammer Media in 2025, covering its website, in-store placements, social media and the Bunnings magazine.
JB Hi-Fi launched a retail media network with Retail MediaWorks in February 2026.
Myer launched the Myer Media Network in July 2026, using MYER one loyalty data and sponsored placements on myer.com.au.

How the big three compare

	Amazon Ads	Cartology	Coles 360
Owner	Amazon	Woolworths Group	Coles Group
Core data	Amazon shopping and streaming signals	Everyday Rewards	Flybuys
Main surfaces	amazon.com.au, Prime Video, Amazon DSP	Woolworths and BIG W online, in-store screens, off-network	Coles Online and app, in-store screens and radio, Liquorland, offsite
Self-serve	Sponsored ads console	Cartology Ads Manager	Citrus self-serve sponsored listings
Who it suits	Brands selling on Amazon; video advertisers	Brands ranged in Woolworths or BIG W	Brands ranged in Coles or Liquorland

Choosing where to begin

Most brands do not need every network at once. If you sell on amazon.com.au, Amazon sponsored ads are usually the first priority, because paid visibility there feeds directly into sales. If your products are in supermarkets, start with the network of the retailer that sells the most of your range, then add the second once you can compare results. The newer networks are worth a look when their customers match your category closely, such as hardware, electronics or department store ranges.

How to get started

Start where you are ranged. Onsite and in-store retail media only works where shoppers can buy your product. Check ranging and stock depth before you book.
Set one clear objective. Sales of an existing range, new-to-brand customers or a product launch each need a different plan.
Agree measurement before you spend. Ask whether results are attributed or incremental, how control groups work and how long the post-campaign window is. Definitions vary between networks, so get them in writing.
Fix the product page first. Titles, images, ratings and availability decide whether paid traffic converts.
Begin with onsite search. It sits closest to purchase and is the easiest to read. Expand to offsite and in-store once you have a baseline.
Bring trade and media teams together. IAB Australia lists internal disconnects between commercial, marketing, merchandising and media teams as a key barrier to adoption.
Judge every network by your own numbers. Compare results against total sales and margin, not just each network's own reporting.

What to watch for

Retail media reporting is produced by the same company selling the media, so treat it as useful but not neutral. Attributed sales are not the same as incremental sales: some shoppers would have bought anyway. Ask for incrementality tests where they are offered, keep a holdout where you can, and be wary of packages built around impressions with no link to sales.

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