The milestone: Amazon recently deployed its 1 millionth robot in its fulfillment centers—a figure approaching the number of human workers at those facilities. Our take: Automation is a central element within Amazon’s relentless push to narrow the gap between click and doorstep. Fast delivery isn’t just about convenience; it transforms how consumers shop. The faster Amazon gets everyday essentials like toothpaste into customers’ hands—especially with free delivery for Prime members—the harder it becomes for other retailers to compete. That gives Amazon a durable edge as it looks to expand its share of US ecommerce sales.

The news: US shopper interest in generative AI (genAI) assistants has spiked 223% between 2023 and 2025, per Chain Store Age. 69% of US consumers surveyed by CouponFollow have used AI assistants for shopping. Our take: Retail AI strategies must match their audiences. Those geared toward younger consumers should highlight AI use and innovation and even let AI guide purchases. For older consumers, focus on AI to inform, not take control.

Our analysts took a look at the first half of this eventful year and provided their own very specific—albeit unlikely—predictions at what could happen in the second half of the year and beyond.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

The news: Amazon plans to bring same- and next-day delivery to more than 4,000 smaller cities and rural communities by year’s end. Our take: Amazon’s growing focus on rural delivery is squarely aimed at deepening Prime’s value, driving higher engagement, and unlocking long-term loyalty in a market that still holds plenty of untapped potential.

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

The insight: Amazon is trying to make a bigger name for itself in the luxury sphere—a strategy that could help soften the blow from tariffs. Our take: That designer brands and retailers are eager to partner with Amazon despite its mixed track record in luxury shows the state of the industry, which is under serious pressure as economic uncertainty saps even affluent consumers’ desire to shop. Amazon’s extensive reach—three-quarters of US households are Prime users, per our forecast—and ability to drive spending even in times of volatility are making it an increasingly valuable partner for any brand looking to drive sales in an unsettled environment.

The insight: Amazon is trying to figure out how it can benefit from the AI agentic boom without giving shopping agents unfettered access to its site, according to a report by The Information. Our take: While agentic commerce is far from the norm for the time being, retailers need to be prepared. That’s especially true for companies with retail media businesses, given the potential for AI agents to upend their ability to monetize their sites.

US retail and ecommerce sales growth will take a hit in 2025 as unpredictable changes in tariff policies ripple through the economy, shaking consumer confidence.

The news: Amazon CEO Andy Jassy said AI-driven efficiencies will reduce the company’s headcount. “As we roll out more generative AI and agents …we will need fewer people doing some of the jobs that are being done today, and more people doing other types of jobs,” Jassy said in a letter to employees. “In the next few years, we expect that this will reduce our total corporate workforce.” Our take: Companies that pursue an AI-first mission by laying off employees risk lower team morale, a resistance to AI adoption among workers, and damaged consumer trust. Still, Amazon’s scale, deep pockets, and cloud infrastructure dominance may insulate it from backlash or major fallout.

A new four-day format for Amazon’s tentpole event will shake up the playing field.

The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.

The news: Amazon will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025. Our take: Amazon’s Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.

The news: Global ad spend growth is slowing but staying positive, with WARC projecting a 6.2% rise to $1.16 trillion in 2025 and MAGNA forecasting a 4.9% climb to $979 billion. Retail media is outpacing linear TV for the first time, and Alphabet, Meta, and Amazon continue to control the majority of digital revenues. Measurable channels like short-form video, retail media, and ad-supported VOD are gaining ground. Our take: Amid economic pressures and trade concerns, advertisers are prioritizing performance, shifting budgets geographically and platform-wise. With elections, AI, and major global events on the horizon, platforms that prove outcomes—not impressions—will shape the next era.

Grocery delivery intermediaries like DoorDash and Uber are gaining ground, offering new ways to reach high-intent shoppers. Meanwhile, retailers like Walmart and Amazon continue to lead with strong delivery infrastructure and valuable customer data.

The news: Pinterest will host high-performing influencer content posted on affiliate shopping platform LTK, automatically bringing popular images from the platform to Pinterest, according to The Verge. Pinterest also hired Chip Jessopp, former Amazon director of global accounts and ad tech sales, as head of programmatic, per Digiday. Jessopp will help Pinterest create new demand channels while scaling its programmatic abilities. Our take: Pinterest’s moves could better position it as a legitimate competitor in digital advertising and a promising growth area for influencers and marketers—giving the platform more legs against social commerce giants like Meta and TikTok.

The news: Shopify partnered with Coinbase and Stripe so customers can pay with the USDC stablecoin at checkout. Our take: Coinbase is the biggest winner in this partnership. Cryptocurrency needs to gain traction with a wide merchant network to accelerate its use, and Shopify represents a huge score for Base.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour—up from 2 to 3.5—placing it alongside Hulu and Paramount+ in volume. This aligns with Amazon’s effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video’s role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.