Amazon is introducing “Help Me Decide,” an AI-powered shopping feature that recommends the best product for users comparing similar items. The tool analyzes browsing patterns, search history, and purchase behavior to offer personalized suggestions, along with explanations based on customer reviews and key features. Initially rolling out to millions of US shoppers, it joins Amazon’s growing lineup of AI-driven tools like Interests, Shopping Guides, and Rufus. While Amazon and rivals such as Google, Meta, and OpenAI are all racing to integrate AI into ecommerce, the industry is still testing which approach will truly enhance the shopping experience.

A string of solid earnings from Kering, Prada, LVMH, and Hermès could be a sign of a broader sector turnaround. All four companies cited improving conditions in the US and China, the two largest markets for luxury goods. A recovery in China would be a particular relief, as brands have struggled to engage consumers worried about the country’s property crisis and other economic challenges.

Hasbro and Mattel enter the 2025 holiday season on divergent paths after contrasting Q3 results. Hasbro outperformed expectations and raised its outlook, fueled by strong growth in its Wizards of the Coast and digital gaming divisions, while Mattel missed estimates and kept guidance steady amid cautious retailer orders and tariff pressures. Despite broader industry growth, slowing consumer demand and higher costs pose headwinds. With Hasbro’s diversified mix offering resilience if toy sales weaken, Mattel’s reliance on traditional toys could make it more vulnerable to price-sensitive shoppers this holiday season.

Unilever said its core business grew in Q3 as sales in North America rose for the fifth straight quarter, fueled by demand for new deodorants and beauty products. Unilever’s focus as it restructures reflects a wider industry trend: Companies are expanding their beauty, well-being, and personal care product offerings to meet demand for clean, natural, and sustainable goods and position themselves as lifestyle brands. Earlier this week, Lysol maker Reckitt Benckiser reported rising Q3 sales as consumers bought its self-care and germ-protection products. Unilever will need to keep leaning into premium products and digital engagement to keep up with consumer changes in everyday wellness.

Adidas raised its full-year earnings guidance to about €2 billion ($2.32 billion) after stronger-than-expected global results. Currency-neutral sales rose 12% year-over-year, led by double-digit growth across all major regions, while operating profit surged 58%. Gross margin improved to 51.7% despite currency and tariff pressures. The company is countering headwinds through pricing strategies and supply shifts, gaining ground as Nike continues its turnaround. With demand for its Samba and Gazelle lines boosting apparel and accessories sales, Adidas appears to be solidifying its momentum and strengthening its competitive position in key markets.

LVMH is reportedly exploring a sale of its 50% stake in Fenty Beauty, according to Reuters. The move comes on the heels of Kering selling its beauty unit to L’Oréal for €4 billion ($4.3 billion)—suggesting that, after years of aggressive expansion, the two luxury conglomerates are taking a more targeted approach to growth. The market for beauty—particularly cosmetics—is showing signs of softening, which could explain LVMH’s desire to sell. But it’s more likely that LVMH is attempting to raise cash ahead of a potential bid for Armani

The US government shutdown has entered its fourth week, becoming the second-longest in modern history and increasingly straining the economy. The travel industry alone has lost nearly $3 billion, while companies like Unilever are delaying major moves due to halted SEC operations. Grocers fear SNAP benefit disruptions that could hit Walmart and Kroger hardest. Oxford Economics estimates GDP growth could fall by up to 2.4 percentage points if the shutdown persists through Q4. With holiday sales already under pressure from weak confidence and high rates, the timing couldn’t be worse for retailers or consumers.

TikTok is mandating that sellers buy ads using its new tool, GMV Max, in order to participate in Black Friday and other holiday promotions. At the same time, it is making it harder for sellers to drive sales to platforms outside its system. The company is limiting merchants’ ability to advertise videos linking to their websites and other outside sources. TikTok’s attempts to tie sellers to its platform make sense given parent ByteDance’s ambitious US ecommerce goals—but such efforts will only be successful if TikTok can prove its importance as a sales channel.

Airbnb opted against launching a third-party app integration with ChatGPT because it “didn’t think [the technology] was quite ready,” CEO Brian Chesky told Bloomberg. While the company hasn’t ruled out joining the platform, its measured approach contrasts sharply with the enthusiasm of competitors like Expedia and Booking.com. Airbnb is prudent to have reservations about OpenAI’s commerce capabilities. While chatbots could reshape travel discovery and booking, early reports indicate ChatGPT’s utility for now is hampered by a clunky, finicky interface that is more frustrating than helpful. Rather than forge commerce partnerships with AI companies, Airbnb is focused on making its service an indispensable travel resource to keep its platform sticky.

Amazon plans to replace over 500,000 human jobs with robots as part of a major automation drive aimed at speeding up deliveries and cutting costs, according to The New York Times. After years of workforce expansion, the company is now focused on streamlining operations, with new robotic warehouses like its Shreveport, Louisiana facility already reducing staffing needs by 25%. Amazon expects to replicate this model nationwide by 2027, maintaining headcount while doubling sales by 2033. The shift toward automation is designed to boost efficiency, cut per-package costs, and reinforce Amazon’s dominance in US ecommerce through faster, cheaper fulfillment.

Consumers’ desire to find “better for you” versions of their favorite products is working in Coca-Cola’s favor. Sales of Coca-Cola Zero Sugar soared 14% YoY in Q2, while Diet Coke sales grew 2%. Reconfiguring CPG portfolios for the MAHA (Make American Healthy Again) and GLP-1 consumer may be less daunting than brands think. Shoppers are extremely receptive at the moment to products with purported health benefits—so rather than rolling out high-protein versions of every product, companies should look for ways to emphasize the health or functional benefits of their existing assortment.

Latin America’s retail ecommerce market is set to surge 12.2% in 2025 to $191.25 billion, outpacing global growth and making it the fastest-growing region worldwide. Argentina, Brazil, and Mexico will drive 84.5% of total sales, with Argentina rebounding strongly, Brazil expanding through fierce platform competition, and Mexico surpassing the US in ecommerce penetration next year. Despite tariff threats and softening consumer sentiment, steady inflation and wage gains sustain momentum. EMARKETER analysts note that future success will depend on retailers’ agility amid shifting political and economic conditions across key Latin American markets.

Saks Global has halved its full-year profit forecast to about $150 million after reporting a 13% year-over-year sales drop and a $77 million quarterly loss, Bloomberg reports. Less than a year after acquiring Neiman Marcus, the merger’s promise of creating a luxury powerhouse is faltering as Saks struggles with vendor payments, mounting debt, and withheld merchandise ahead of the holidays. The company’s weakened position gives competitors like Nordstrom and Bloomingdale’s an opening to capture its customer base, underscoring how fragile even top-tier retailers can be in today’s shifting luxury market.

Kering is selling its beauty business to L’Oréal for €4 billion ($4.3 billion). The move will give Kering a much-needed cash infusion as it carries out a turnaround under new CEO Luca de Meo, while positioning L’Oreal to become a leader in luxury fragrance and beauty. The sale marks a bold first step by de Meo, who has the challenge of revitalizing Kering’s business amid considerable uncertainty in the luxury market. And it is a major strategic move for L’Oréal, positioning it as one of the world’s top producers of luxury fragrances at a time when the category is a driving force behind beauty growth.

Consumers have grown more accepting of sponsored ads—according to a recent survey by Bain and ROI Rocket. Roughly 3 in 5 US consumers (61%) say they don’t mind seeing sponsored ads for relevant brands and products, up 14 percentage points from last year. But just 42% agree that the sponsored ads they see are usually pertinent to them, showing that advertisers—and the retailers they’re buying inventory from—have a lot more work to do to deliver maximum outcomes from their ads, and consequently ROI.

Starbucks is piloting a new rewards initiative called Coffee Loop, which offers customers a free drink after every nine purchases, according to Modern Retail. The invite-only test, hosted on a separate website, aims to reengage customers amid six consecutive quarters of declining US sales. CEO Brian Niccol has criticized the current rewards model as too generic, signaling a push toward simpler, more targeted incentives. While Coffee Loop mirrors the punch-card approach used by smaller cafés, it’s just one part of Starbucks’ broader effort to reignite growth through faster service, refreshed menus, and stronger store experiences.

The vast majority—86%—of citations from AI-generated responses come from sources that brands either directly control or strongly influence, according to an analysis by Yext. That includes their own websites, listings, and reviews. It’s imperative for companies to act quickly to optimize their websites, product listings, and other content for AI-driven discovery.

Twitch introduced livestream shopping ads powered by Amazon’s advertising platform. The ad launch reflects the burgeoning popularity of livestream commerce, which despite being slow to take off in the US is now gaining traction thanks to TikTok, a booming collectibles market, and the rise of “shoppertainment.” Amazon is betting that an easier path to purchase will encourage more viewers to pull the trigger on products they discover via livestreams. However, a successful live shopping strategy requires thinking about the channel less as an avenue for direct conversions and more as an opportunity to engage potential customers and build lasting relationships.

Retailers expect 15.8% of annual sales, or about $849.9 billion, to be returned this year, a slight drop from 16.9% in 2024, according to a new report from the National Retail Federation and Happy Returns. The shift suggests stricter return policies, such as charging fees, are discouraging some returns but also risking customer loyalty. With most shoppers prioritizing free and flexible return options, retailers are expanding in-store, QR-based, and “no box, no label” methods to boost convenience. Balancing return costs with shopper expectations remains key to maintaining satisfaction and long-term loyalty.

While many Amazon Big Deal Days shoppers sought savings on essentials, nearly one in three participated “just for fun,” per a new CivicScience survey. About 41% planned purchases in advance, while 38% made impulse buys, showing a mix of deliberate and spontaneous shopping. Despite signs the event may have underperformed, it still offered strategic value by driving engagement, boosting retail media investment, and generating incremental sales. Retailers can build on this momentum by personalizing offers, sustaining engagement post-event, and using campaign data to refine future promotions and deepen shopper loyalty.