While we were right that retailers would offer richer in-store experiences to attract shoppers, we were wrong about how Amazon, discount retailers, and dollar stores would evolve their physical and digital strategies. From AI tools that stayed online to unfulfilled marketplace ambitions, here’s how we did with our 2025 predictions.

On today’s podcast episode, we discuss our “very specific but highly unlikely” predictions for 2026: what Amazon will do with the price of Prime; between OpenAI and Apple, who’s most likely to buy whom; and why a potential WBD acquisition by Netflix might not go through in 2026—if at all. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Nate Elliott, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna. Listen everywhere, and watch on YouTube and Spotify.

Amazon has partnered with the fintech Slope to offer AI-underwritten financing to Amazon sellers and reduce friction in the lending process. Eligible US Amazon merchants will be able to apply for and access loans through their seller accounts. Amazon could position itself as the go-to platform for higher-volume sellers as well as a more sophisticated alternative to financial institutions—and compete aggressively based on accuracy of underwriting and the time between applications and loan funding. It is the wise move for banks to move into embedded lending for ecommerce rather than try to sell loans to these merchants directly.

Digital ad spending remains resilient although economic signals are wobbly. AI-driven optimization, richer first-party data, and surging digital video will keep growth strong even as search shifts and traditional budgets fade.

As consumers grow more comfortable with using AI, retail industry leaders see 2026 as a pivotal year in shaping how the emerging technology disrupts the way people shop.

Generational splits shape how consumers find, research, and trust banks. Younger adults move through digital channels with ease, while older adults rely on branches, human support, and established institutions.

In 2026, personal lines insurers will face a market reshaped by changing demand, risk, and consumer expectations. Growth hinges on smarter digital engagement, genAI transformation, richer data, real-time risk insights, and emerging coverage areas.

Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Amazon's recent business moves, examining corporate layoffs, AI-powered shopping features, and new smart glasses technology for delivery workers paint an interesting view of its immediate future and what it could mean for consumers.

Q3 consumer spending looked steady, but the gains were fueled mainly by higher-income shoppers, revealing a split landscape that bolstered value and essentials retailers while squeezing brands dependent on discretionary and big-ticket projects.

Amazon’s move to fold perishable groceries into same-day delivery is paying off quickly, with nine of the top 10 best-selling items in eligible markets now perishables—a sign that shoppers trust the faster service for everyday needs. The shift supports CEO Andy Jassy’s bullish stance on grocery as Amazon expands same-day perishables to more than 2,300 locations and builds on more than $100 billion in online grocery sales over the past year. With Walmart and Kroger also ramping up rapid fulfillment, the stakes are rising in a grocery ecommerce market surging in both order frequency and value.

AI enters 2026 facing energy bottlenecks, regulatory battles, and a gap between promise and performance. From market corrections to voice assistant limits and physical AI’s unreadiness, hype is meeting reality.

Despite multiple pivots and significant investments, Amazon continues to struggle in a sector that represents one of the largest consumer spending categories. "Amazon dominates ecommerce with nearly 40% market share, but grocery remains the category it just can't crack," said our analyst Suzy Davidkhanian on a recent episode of “Behind the Numbers.”

Canada’s digital economy is entering a faster, more competitive phase in 2026 as ad spending accelerates, short video surges, ecommerce climbs, and AI-driven search reshapes how audiences discover content.

In 2026, commerce media will shift toward the core mechanics of shopping, as retailers reorganize, stores become high-impact media showcases, agentic AI opens new monetization, and financial platforms move closer to shoppable environments.

Amazon, Target, and Walmart are stepping up their holiday fulfillment efforts to reassure late shoppers that gifts will arrive before Christmas. Amazon is adding clear “Arrives before Christmas” messaging and enabling delivery or pickup on many items through Christmas Eve, while Target is extending store hours and leaning on rapid curbside, in-store pickup, and same-day delivery. Walmart is expected to match or exceed last year’s Christmas Eve express cutoffs. These moves highlight how crucial last-minute reliability has become, as faster delivery speeds increasingly shape where shoppers spend and give retailers with strong fulfillment networks a powerful competitive edge.

Amazon remains in negotiations to extend its USPS partnership but is reassessing its delivery strategy after learning the Postal Service may hold a reverse auction that would require major shippers to bid for facility access. The unexpected shift injects uncertainty into Amazon’s network at a time when it is rapidly expanding Amazon Logistics and investing heavily in rural delivery. Because Amazon accounts for a sizable share of USPS revenue, a split would significantly strain the agency and could accelerate Amazon’s rise as a competing carrier, reshaping how retailers meet growing consumer expectations for fast, reliable delivery.

On today’s podcast episode, we discuss what’s still holding Amazon back in grocery — and what could finally move the needle. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sky Canaves, and Senior Analyst Blake Droesch.

Agencies tell Digiday that The Trade Desk (TTD) is softening its long-held stance on pricing, opening the door to fee negotiations as Amazon DSP gains traction with lower costs and competitive performance. Advertisers should revisit programmatic fee structures, elevate competitive benchmarking in annual planning, and negotiate for joint business plans that tie costs to incremental spend or measurable outcomes.

WPP, once the top advertising group globally, will be retired from the FTSE 100 after almost 30 years as its market value has fallen dramatically in recent years. Removal from the FTSE 100 and a plummeting market value indicates that WPP’s struggles are deep-rooted and unlikely to vanish in the near future. For advertisers, the current imperative is to rethink partnerships, explore alternatives, and increase diligence.