UK supermarket chain Asda has forged a partnership with Amazon Ads to expand its retail media operations and create additional advertising options for brands across its digital channels.

As part of the agreement, Asda will deploy Amazon Retail Ad Service across its online business.

The introduction will start in stages from the fourth quarter of this year.

Amazon Retail Ad Service will be added to Asda’s online grocery platform and that of its George fashion and home label.

The technology applies machine learning and shopping behaviour data to serve advertisements intended to be more relevant to customers, based on purchasing intent and browsing activity.

Asda chief customer and digital officer Rachel Eyre said: “Amazon’s Retail Ad Service gives UK advertisers the signals, measurement and scale they need, in a way that is seamless and familiar from day one.

“This partnership is a significant step in making Asda the most effective and frictionless place for brands to reach British shoppers.”

Asda said the move is intended to make it easier for customers to find products, whether they are looking for particular items or browsing available choices.

For advertisers, the partnership is expected to offer improved campaign measurement and audience insights, as well as streamline campaign planning and execution through Amazon Ads tools.

The agreement will enable brands to manage campaigns across Asda’s digital channels and Amazon Ads inventory through a single advertising framework, extending reach across both.

Amazon Ads creative experiences and AI solutions vice-president Joseph Park said: “This partnership is the first of its kind in the UK and will make it easier for advertisers to reach Asda and George shoppers at key moments in their purchase journey.”