The news: Companies including Amazon, Walmart, and Albertsons are rolling out ad formats designed to feel more natural, with the goal of driving higher engagement and conversion.

The examples:

Amazon launched Alexa+ Agentic Ads, which lets consumers complete purchases directly within conversations on Echo Show devices. The format surfaces sponsored prompts within Alexa+ conversations that enable purchases not only from Amazon but also third-party merchants such as Papa John’s and Ticketmaster. For example, when a user asks Alexa for dinner ideas, the assistant can suggest an order based on past preferences, confirm details, and place the order within the same interaction.

Albertsons Media Collective, the grocer’s retail media arm, is integrating Criteo-sponsored products into Albertsons’ Google-powered conversational search product that launched last September. The move enables advertisers to position products within recommendations as shoppers plan meals, discover items, and build grocery baskets.

Instacart is testing Immersive Feed, a TikTok-style vertical video experience within its app that lets shoppers discover meal ideas, recipes, and food trends and add ingredients to their carts. The format lets advertisers capitalize on consumers’ appetite for “snackable” short-form video content while turning inspiration into purchases directly within the grocery shopping journey. Brands can launch campaigns through Instacart Ads Manager using existing vertical video assets or newly created content.

Walmart is also blending content and commerce by connecting its retail media network with its Vizio streaming platform. Through programs like Backyard Escapes and the upcoming Join The Club, advertisers can feature products within connected TV content and enable viewers to purchase featured items.

Implications for advertisers: These launches reflect a race to make ads feel more native to the user experience. While the formats are unique, they share a common thread in trying to integrate ads into moments when consumers are already searching, planning, or discovering.

Doing so in a way that doesn’t feel intrusive or annoying is easier said than done, but formats that either solve a problem—such as discovering and buying concert tickets through Alexa+—or inspire action—like Instacart and Albertsons integrating products into discovery—are better positioned to capture consumers’ attention and drive conversion.