Digital marketers are moving up the funnel—we’re going in-store, the cookies are crumbling—and still, the humble place where it all started, search, is not only surviving but thriving. 

You might think sponsored search ad revenues of Amazon, the giant of retail media, would have slowed down by now. But nope. The market is predicting another double-digit year of growth for them. Other, younger retail platforms like Walmart, Instacart and Kroger still have a lot of room to grow—in part due to consumers increasingly using their platforms for categories that have not historically been online, especially in food, beverage and personal care. 

For any retailer today, including Amazon, sponsored search advertising includes several ad types like sponsored products, videos, ads and brands. The evolution we’re seeing has retail sites branching out not just in category but also in variations of search.

Yes, search is still relevant, but that’s not the headline. The story is how it’s evolving and where it’s headed, and the answer is up—as in up the funnel. Search from here forward will enable retailers and brands to overlap into discovery like never before, thanks to retail media. This is about raising the bar on search to a place outside what we normally expect; consumer expectations are accelerating fast, and search as we know it, everywhere, must innovate along with it. 

Where retail media search is headed 

Think about the kinds of searches you (and your customers) used to do just 10 years ago and where you did them. Now consider what’s happening today—not just with Gen Z, but with Gen Alpha (aged 13 and under), who is growing up with “connected everything,” who “reads” in video and does it at a volume and speed that obliterates the memory of dial-up internet connections. 

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