Amazon and Walmart Battle to Become Retail’s Most Powerful Data Broker

For years, the rivalry between Amazon and Walmart was easy to understand. One company dominated eCommerce, the other dominated physical retail. Their competition revolved around familiar metrics: market share, delivery speed, pricing power and store traffic.

At least it used to revolve around those pillars. This week’s retail headlines, and the past year of digital commerce evolution, offered a reminder that the battle between the two retail giants has evolved into something far more complex.

Amazon generated headlines around Prime Day and advances in its custom AI chip strategy, reinforcing its push to control more of the infrastructure powering its technology ecosystem. Walmart expanded its retail media ambitions through a new partnership with Google and YouTube, while simultaneously investing in higher-end grocery offerings aimed at attracting increasingly selective consumers.

Taken at face value, the announcements underscore that most important competitive advantages in retail today have little to do with retail itself. Instead, they revolve around who controls the data, infrastructure, advertising and discovery layers that surround every transaction.

As a result, the world’s two largest retailers are moving beyond the battle for just shopper spend to competing over something even more consequential: becoming the operating systems that sit between consumers, brands, advertisers and the infrastructure of commerce itself.

Read more: AI Can Pick the Shoes but Amazon Still Moves the Box

The Week’s Developments

Several developments stood out:

Amazon continued reinforcing Prime Day as a membership and ecosystem engine rather than merely a shopping event.

Amazon advanced its efforts around custom AI chips, expanding its control over the infrastructure that powers its cloud and AI businesses.

Walmart expanded its retail media ambitions through a new partnership with Google and YouTube, giving advertisers greater access to Walmart shopper data and closed-loop measurement capabilities.

Walmart pushed further into premium grocery categories with a new beef offering aimed at consumers who continue to spend selectively despite broader economic pressures.

Individually, these stories appear disconnected. Collectively, they point toward a single conclusion: the future of retail may depend less on who sells products and more on who controls the systems that influence how products are discovered, marketed and purchased.

Amazon found those opportunities in cloud computing, advertising and subscriptions.

Walmart sees them in advertising, marketplace services, memberships and data monetization.

The retail business, which historically generated profits primarily through merchandise sales, is becoming an acquisition engine for higher-margin businesses. Retail still matters. But increasingly it serves as the mechanism through which retailers acquire participants for larger ecosystems.

See also: Amazon and Walmart Compete to Shape What Shoppers Buy Next

Why Retail Data Has Become So Valuable

Just as operating systems became essential layers connecting users and applications, modern retail platforms increasingly sit between consumers and the broader commercial ecosystem. Brands do not merely sell through Amazon or Walmart. They build businesses on top of them.

Unlike social media platforms that infer consumer interests from clicks, likes and browsing behavior, retailers observe actual transactions. They know what customers purchase, how frequently they buy, which products they compare, and how spending patterns evolve over time.

That’s only becoming more important as economic pressures dampen retail spending. Findings in the report, “Consumer Wallet Reset: How Amazon Wins Discretionary Spend and Walmart Holds Necessities,” a new PYMNTS Intelligence research study, show retail is claiming a smaller share of total consumer spending as households devote more money to housing, healthcare and financial services.

After all, retail, which is one of the world’s largest industries, is also one of the most unforgiving. The result is a paradox: scale creates power, but scale alone rarely creates the kind of margins businesses want. Even the most successful retailers face constant pressure to improve efficiency while keeping prices low enough to remain competitive.

The emerging competition is no longer about who sells more goods. It’s about who can build the most profitable ecosystem around the act of buying them. And that suggests the next chapter of their rivalry will be fought far beyond the shopping cart.