Making online shopping simpler at Asda - and what our new Amazon ad tech partnership means  

At Asda, we’re focused on one simple goal - making shopping easier for our customers.

That’s especially true online.

It’s about giving customers a consistent experience they can rely on every time they shop with us - whether that’s daily or weekly. And doing it well, not just occasionally, but every single time.

To make that happen, we’re revamping our digital capabilities from end to end.

This started a few weeks ago when we announced our partnership with Ocado. This will overhaul our online grocery platforms from 2027 onwards with upgrades to our website, app and in-store fulfilment technology.

In simple terms, it means more delivery slots, better reliability, and a smoother experience from the moment customers start shopping to when their order arrives.

It’s a big step forward. But it’s not the only one.

Today, we announced a new partnership with Amazon Ads to integrate their Retail Ad Service technology. This is a first-of-its-kind partnership and a milestone for not just our business, but for UK retail as a whole.

It’s the first time a retailer anywhere outside of the US will introduce Amazon Retail Ad Service to their online stores.

In doing so, we’re unlocking valuable new revenue streams that we can reinvest into improving the overall experience for our customers.

So what does this actually mean for customers? It means advertising content tailored to how you shop, which makes for a more personalised shopping experience allowing you to quickly find and buy what you need.

If you know what you’re looking for, you’ll get there faster. If you don’t, we’ll help you discover the right products - all in one place, without the extra effort.

For brands, the partnership makes advertising simpler. It gives our current and future brand partners a more effective way to reach customers. Campaigns can be planned and managed using the tools many already use with Amazon Ads, cutting down on the need for multiple systems. This makes it quicker to get ads live and easier to assess the impact of their Campaigns.

I’m acutely aware there’s still a lot of work to do, but we’re focused on making shopping with Asda – be it in-store or online – much better for the millions of customers who we serve each week.

Rachel Eyre, Chief Customer and Digital Officer