ADVANTAGE REPORT 2025
How to Win with Walmart, Amazon, Target and other top US retailers
See what Walmart & other retailers really value.
Learn the ten supplier competencies Walmart and others use to rate partners—and what separates top performers.
See what Walmart & other retailers really value.
Learn the ten supplier competencies Walmart and others use to rate partners—and what separates top performers.
Pinpoint your biggest gaps.
Spot where your team’s approach may fall short of Walmart’s and others’ expectations and where to focus improvement.
Pinpoint your biggest gaps.
Spot where your team’s approach may fall short of Walmart’s and others’ expectations and where to focus improvement.
Get actionable steps to win.
Follow proven actions from best-in-class suppliers to strengthen partnership, supply chain, and alignment with Walmart, Amazon, Target, and other major US retailers.
Get actionable steps to win.
Follow proven actions from best-in-class suppliers to strengthen partnership, supply chain, and alignment with Walmart, Amazon, Target, and other major US retailers.
How major retailers frame supplier relationships
What's in the report?
This report gives you an analysis of Advantage Report data and insights on Walmart and other retailers so you can refine your approach and develop targeted action plans.
Get the report here
Trusted by household names
(And probably your competitors, too)
Trusted by household names
(And probably your competitors, too)
Trusted by household names
(And probably your competitors, too)
Proven insights on mass retailers, trusted worldwide
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
Proven insights, trusted worldwide
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
Proven insights, trusted worldwide
37
The number of years in business
40
The number of CPG markets we research
+53,000
The number of unique respondents who provide feedback in our annual survey
+1,100
The number of supplier clients we service
+83,000
The number of survey responses we collect across all programs
+12,000
The number of industry interviews we conduct across all programs
1,400
The number of retailer clients we service
~$3.1T
The retail coverage of our research by annual sales (USD)
65%
The retail coverage of our research globally by market share
Frequently asked questions
How does Advantage Report collect and verify feedback from my retailers?
How does Advantage Report collect and verify feedback from my retailers?
How does Advantage Report collect and verify feedback from my retailers?
How is Advantage Report different from other industry benchmarking tools?
How is Advantage Report different from other industry benchmarking tools?
How is Advantage Report different from other industry benchmarking tools?
What types of suppliers benefit the most from Advantage Report?
What types of suppliers benefit the most from Advantage Report?
What types of suppliers benefit the most from Advantage Report?
What qualifies Advantage Report to make recommendations?
What qualifies Advantage Report to make recommendations?
What qualifies Advantage Report to make recommendations?
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