Amazon Advertisers Can Now Target Shoppers Who Buy at Walmart and Kroger

Amazon advertisers can now target display and video ads at shoppers who spend their money elsewhere — at Walmart, Dollar General, Kroger, Walgreens, or Sephora. The capability comes from a new integration between data firm Attain and Amazon's ad buying tool, Amazon Ads DVA+, and it is live now.

The partnership works differently from earlier Amazon data deals. According to ADWEEK, which first reported the news, Attain integrates directly with Amazon Ads APIs for targeting, without an intermediary sitting between the two companies. That distinction matters for practitioners who have watched previous Amazon data partnerships rely on third-party go-betweens to move audience information.

Where does the data come from?

Attain's audience pool is built on 15 million opted-in consumers. These shoppers share their purchase data with Attain through the firm's own rewards and budgeting platforms, meaning the data is consented at the point of collection rather than modeled from inferred behavior.

Advertisers can build audience segments based on purchase behavior across tens of thousands of merchants and brands in Attain's network. Once a segment is defined, it can be activated across Amazon's inventory — including Prime Video — as well as third-party inventory within Amazon's broader network.

What does this change for practitioners?

The core shift is visibility. Amazon's ad platform has historically excelled at closed-loop measurement of what happens inside Amazon's own storefront, while remaining largely blind to purchases made at rival retailers. This integration imports that outside signal directly into Amazon's targeting tools.

Attain CEO Brian Mandelbaum framed the deal in exactly those terms. He told ADWEEK the integration is "really bridging the gap between what happens on Amazon to what happens at retailers like Target and Walmart, and local grocery, etc."

For brands competing on the retail shelf, the practical use cases are direct:

• Target shoppers who buy a category at Kroger or Dollar General but have not bought it on Amazon
• Suppress or re-message audiences based on verified off-Amazon purchases
• Extend campaigns beyond Amazon's owned surfaces into Prime Video placements using cross-retailer signals

How should advertisers weigh it?

The 15-million-person panel is the number to test against. It is a sample of opted-in consumers, not a census of American shoppers, and advertisers accustomed to Amazon's full first-party footprint should calibrate segment sizes and expected reach accordingly.

The opt-in mechanism — rewards and budgeting apps — also shapes who is in the panel. As with any third-party data source, practitioners will want to benchmark campaign performance against their existing Amazon first-party audiences before shifting meaningful budget.

Early adoption will likely come from CPG and grocery brands, where the listed retail partners — Walmart, Kroger, Dollar General, Walgreens, Sephora — map tightly onto actual purchase cycles. Whether the direct API connection produces measurably better match rates than intermediary-based deals is the question the first wave of campaigns will answer.

If the integration performs, expect Amazon's ad stack to become the place where off-Amazon shopping behavior gets monetized — a reversal that rivals selling their own retail media networks will be watching closely.