Q4 2025 EU and UK Retail Media Benchmark Report

Discover how brands invested, performed, and adapted across Europe and the UK in the final months of 2025.

Explore trends from the most competitive shopping season of the year, with full-quarter advertising benchmarks across Amazon Sponsored Ads and DSP, including a spotlight on the biggest takeaways from seasonal tentpoles.

Pacvue’s Q4 2025 EU + UK Retail Media Benchmark Report delivers a deep dive into performance trends, revealing where advertisers invested, which tactics delivered the strongest returns, and how budgets shifted across categories. The report highlights how media costs, ROAS, and conversion rates changed quarter over quarter, offering data-driven context for brands planning 2026 campaigns.

You’ll gain access to comprehensive benchmarks powered by Pacvue, drawn from thousands of advertisers and billions in ad spend. Use these insights to compare your results to industry leaders in the EU and UK markets, refine your retail media strategy, and stay ahead of the competition as retail media continues to evolve.

EU + UK Ad Spend EU + UK ROAS EU + UK DSP

Amazon Ad Spend

EU budgets increased sharply in Q4, with Sponsored Brands growing faster than Sponsored Products. Advertisers increased investment across both Sponsored Brands and Sponsored Products in Q4 as demand built across multiple peak moments. Sponsored Products continued to account for more total spend, but Sponsored Brands grew more quickly quarter-over-quarter, suggesting advertisers leaned more heavily into that format during peak periods.

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Amazon Ad ROAS

Sponsored Brands stood out for stronger conversion and return trends across Q4, while Sponsored Products continued to account for most spend. This reflects a shift in how advertisers balanced formats during peak demand: Sponsored Products absorbed more budget, while Sponsored Brands played a larger role in Q4 performance.

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Amazon DSP Trends

Amazon DSP budgets increased sharply in Q4 compared to both Q3 and last year, driving a significant expansion in reach. While ROAS improved versus Q3, it remained lower year-over-year, highlighting that advertisers prioritized visibility during peak season even as returns remained lower year-over-year.

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