How big is Walmart's current ad business compared to Amazon's?

Walmart's ad business generated $6.4 billion（約1兆円） in revenue, which is about a tenth of what Amazon's ad business generated. While still a small percentage of Walmart's total revenue, it is highly profitable compared to the thin margins in its retail business.

Why is Vibe.co valuable to Walmart?

Vibe.co enables advertising through internet-connected televisions and streaming content, and focuses on serving small and medium-size advertisers that lack access to large ad-buying agencies. This targets an underserved market that Walmart wants to reach.

What other recent moves show Walmart's focus on advertising and tech?

In 2024, Walmart acquired Vizio, a connected-TV maker, to strengthen its Walmart Connect media and advertising business. In January 2025, CEO John Furner also hired Seth Dallaire, a veteran from Instacart and Amazon, as chief growth officer to develop tech-heavy businesses including advertising and online marketplace ventures.

Back to articles

Walmart is spending $1.4 billion（約2200億円） to acquire Vibe.co, a French ad-tech firm, to build its advertising business and compete directly with Amazon's dominant position in retail advertising.

Fortune AI19h ago4 min read

Key takeaway

Walmart is acquiring Vibe.co, a French advertising-technology firm, for $1.4 billion（約2200億円） to expand its advertising business as it competes with Amazon's dominant position in retail ads. Walmart's ad business currently generates $6.4 billion（約1兆円） in revenue—about a tenth of Amazon's—but is highly profitable and one of the retailer's fastest-growing segments. The deal follows Walmart's 2024 acquisition of connected-TV maker Vizio and signals CEO John Furner's strategic pivot toward tech-enabled, non-retail revenue streams.

Summaries like this, in your inbox every morning.

3 Key Points

What happened
Walmart announced it will pay $1.4 billion（約2200億円） to buy Vibe.co, a company that enables advertising through internet-connected televisions and streaming services. This is Walmart's largest acquisition in two years and builds on its 2024 purchase of connected-TV maker Vizio, both designed to strengthen its Walmart Connect advertising business.
Why it matters
Walmart's ad business generated $6.4 billion（約1兆円） in revenue—about a tenth of Amazon's advertising revenue—but it is highly profitable compared to the thin margins in retail sales. As Amazon surpassed Walmart in total revenue and became the No. 1 company in the Fortune 500, Walmart is strategically betting on advertising and other non-retail businesses as faster-growing and more profitable growth engines. Vibe.co specifically targets small and medium-size advertisers, a market segment that lacks access to large ad-buying agencies.
What to watch
CEO John Furner signaled his commitment to this direction by promoting the U.S. e-commerce chief to lead the $500-billion U.S. division and hiring a veteran from Instacart and Amazon as chief growth officer for tech-heavy businesses including advertising. Walmart also moved its stock listing from the New York Stock Exchange to the Nasdaq in 2025, marking a shift toward being perceived as a tech-focused company.

FAQ

How big is Walmart's current ad business compared to Amazon's?: Walmart's ad business generated $6.4 billion（約1兆円） in revenue, which is about a tenth of what Amazon's ad business generated. While still a small percentage of Walmart's total revenue, it is highly profitable compared to the thin margins in its retail business.
Why is Vibe.co valuable to Walmart?: Vibe.co enables advertising through internet-connected televisions and streaming content, and focuses on serving small and medium-size advertisers that lack access to large ad-buying agencies. This targets an underserved market that Walmart wants to reach.
What other recent moves show Walmart's focus on advertising and tech?: In 2024, Walmart acquired Vizio, a connected-TV maker, to strengthen its Walmart Connect media and advertising business. In January 2025, CEO John Furner also hired Seth Dallaire, a veteran from Instacart and Amazon, as chief growth officer to develop tech-heavy businesses including advertising and online marketplace ventures.

Discussion

No discussion yet for this article

Stay ahead with AI news

Get curated AI news from 200+ sources delivered daily to your inbox. Free to use.

Get Started Free

Free · takes 30 seconds · unsubscribe anytime

5 minutes a day. The AI essentials.

200+ sources · Email / LINE / Slack

Get it free →