• by Wayne Friedman , Staff Writer, 7 hours ago

Top retail advertiser and e-commerce powerhouse Amazon has been blitzing the TV marketplace with sharply higher TV ad impressions, according to a report by iSpot.tv.

Amazon has boosted impressions by over 60.7% to 18.2 billion impressions in a two-month period (October 1 through November 30) leading into the last month (December) of the busy 2025 holiday season.

Walmart was in second place -- up nearly 13% to 15.5 billion impressions, year-over-year.

After Amazon, the biggest gainers year-over-year were Home Depot, growing 28% (9.5 billion impressions) and Lowe’s, another home brand-building retailer, up 26% (to 7.2 billion impressions).

Authors of the iSpot report say retailers are shifting holiday creative away from discounts and toward convenience, efficiency, and fast product discovery -- messaging aimed at early, task-oriented shoppers.

Overall -- for all retailers -- holiday-related TV ad impressions are up 9.8% year-over-year to 111.5 billion (from 101.6 billion), per iSpot.

Brands that help consumers find what they need quickly -- “speed, simplicity, and low-friction journeys” -- are benefiting, the report says -- outpacing advertisers that focus only on discount pricing.

According to the ad research company, 15-second ads made up half of the 20 most-liked holiday spots over that two-month period.

Holiday visuals were a top advertising element for 18% of consumers.

The most likable holiday ads were from Chewy, (“Holidays: Junior,” with a 23% score above normal retailers) Hallmark ("Joy," 18% above) and Lowe’s ("Holiday Cheer," 15% higher).