The Limits of Copying Amazon
Retail Media 1.0 – built on Amazon’s digital-first model focused on programmatic tools and online shopper data – is increasingly seen as a narrow framework. Retailers are realizing that mimicking Amazon’s approach may be more of a constraint than a competitive advantage.
Enter Retail Media 2.0: Hybrid, Flexible, and Native
This new phase emphasizes adaptability, asset ownership, and seamless shopper experiences across both physical and digital touchpoints. Instead of relying solely on external ad tech, retailers are becoming builders of their own media ecosystems, integrating in-store screens, mobile interactions and owned user data to deliver immersive, measurable engagements.
A Strategic Opening for Mid‑Tier & Niche Retailers
Regional or category-focused retailers now have the opportunity to stand out by embedding their media within the shopping journey whether in app, at the shelf or during curbside pickup, offering authentic, high-impact touchpoints tailored to real omnichannel behaviors. This also appeals to brand partners, especially amid concerns over signal loss and waning third-party data.From Ads to Holistic Experiences
Retail Media is shifting from simple ad placements to fully integrated, full-funnel experiences. Retailers who prioritize context-rich interactions, unified analytics, and embedded marketing in the shopper path – not just overlaying ads – will drive better long-term ROI.
