Podcast Summary
In the tenth episode of the Digital Shelf Insider Podcast, our host Shreshta sits down with Kiri Masters, a leading Retail Media Industry Analyst, to explore how online shopping behavior has changed over the last decade and what brands must do to stay ahead.
Kiri Masters, founder of Bobsled Marketing (now Acadia) and host of the Retail Media Breakfast Club podcast, shares her insights on the evolution of retail media, online shopper behavior, and Amazon search optimization. She highlights how retail media started with brands resisting Amazon, then moved into the “Get Rich Quick” Amazon FBA era, and finally matured into AI-driven search and product discovery.
One of the biggest shifts in recent years is the transition from keyword-driven search to AI-powered contextual search through Amazon Rufus, a shopping assistant that understands complex consumer queries beyond simple keyword matches. This means brands must rethink their digital shelf strategies to stay visible in Amazon’s evolving ecosystem.
Key themes
The Early Days of Amazon & Retail Media (2015-2017)
Brands were hesitant to sell on Amazon, seeing it as a low-margin, high-maintenance channel.
Smaller brands realized that Amazon reviews influenced physical retail buyers, pushing them to establish a presence on the platform.
Large brands lacked dedicated Amazon teams, making it hard to prioritize digital shelf strategies.
The “Get Rich Quick” Amazon Era (2017-2019)
The rise of FBA aggregators and private-label sellers turned Amazon into a gold rush.
Many sellers saw Amazon as a passive income opportunity, leading to an oversaturated market.
Short-term success led to long-term struggles, as competition increased and Amazon changed its policies.
The Pandemic Boom & Digital Shelf Evolution (2020-2021)
COVID-19 forced brands to prioritize eCommerce, with retail media taking center stage.
Supply chain disruptions led to inventory shortages, affecting search rankings and conversions.
Brands had to learn how to optimize digital shelf content, search behavior, and paid media strategies quickly.
Inflation, Price Sensitivity & Shifting Consumer Behavior (2022-Present)
As inflation hit, consumers traded down to smaller pack sizes and private-label brands.
Brands had to balance profitability with price competitiveness while maintaining brand loyalty.
Retail media spend became critical, forcing brands to integrate paid and organic strategies effectively.
The Rise of AI & Amazon Rufus: Search is Changing
Amazon Rufus is shifting the search landscape from keywords to contextual understanding.
AI-powered shopping assistants will soon replace traditional search bars, allowing users to ask detailed, conversational queries.
This transition forces brands to optimize their content differently, focusing on attributes, visual elements, and natural language processing.
Key Highlights
Brands once resisted Amazon, but now it’s a necessity
Initially, many brands viewed Amazon as a low-margin, high-maintenance channel that wasn’t worth their time. However, as consumer shopping behavior shifted online, Amazon became an essential platform that influences purchasing decisions even in physical retail.
Retail media started as an optional investment but is now critical for visibility
In the past, brands could rely on organic traffic and traditional advertising to drive sales. Today, retail media spend is essential for staying competitive, as Amazon and other retailers prioritize paid placements in search results.
COVID-19 accelerated digital shelf adoption, pushing brands to rethink their strategies
The pandemic forced brands to prioritize their eCommerce strategies, rapidly shifting focus from in-store sales to online platforms. Many companies had to invest in digital shelf optimization, SEO, and paid media strategies overnight to keep up with demand.
Consumer behavior is shifting toward AI-powered search and personalized recommendations
Shoppers are now expecting a more intuitive and conversational search experience rather than relying on simple keyword queries. AI-powered tools like Amazon Rufus are beginning to tailor results based on customer preferences, previous purchases, and detailed search intent.
Amazon Rufus is redefining product discovery, making traditional keyword-based SEO obsolete
Instead of simply matching keywords, Amazon Rufus understands context, product attributes, and customer needs. This means brands need to rethink their approach to SEO, focusing on comprehensive product descriptions, visual content, and AI-driven indexing rather than keyword stuffing.
Takeaways
Here are some actionable takeaways from our conversation with Kiri Masters that brands and online sellers can implement immediately:
Rethink Your Amazon Strategy
Amazon is no longer just an optional sales channel—it’s a core part of the digital shelf.
Ensure your brand has a dedicated Amazon team to manage retail media and organic search.
Optimize for AI-Driven Search (Amazon Rufus)
Move beyond keyword stuffing—focus on contextual, attribute-driven content.
Leverage visuals and AI-friendly descriptions to improve search discoverability.
Balance Price & Profitability in an Inflationary Market
Consumers are more price-sensitive than ever, making pack-size and pricing strategy key.
Monitor competitor pricing to ensure marketplace consistency.
Invest in Retail Media & Digital Shelf Optimization
Paid ads alone aren’t enough—organic ranking & PDP (Product Detail Page) content matter.
Monitor and optimize product listings continuously to stay competitive.
Prepare for the Future of AI Shopping
AI-driven shopping assistants are going to dominate retail media by 2027.
Brands must embrace personalization, automation, and AI-friendly content to stay relevant.
Conclusion
The retail media space has come a long way from 2015, where brands resisted Amazon, to today’s AI-powered shopping experience. As Amazon Rufus and similar AI tools take over, brands need to adapt their digital shelf strategies to stay ahead.
Whether it’s optimizing for AI-driven search, balancing price sensitivity, or leveraging retail media effectively, brands that embrace change will thrive. The future of eCommerce isn’t just about selling; it’s about understanding and anticipating consumer intent in a fast-changing digital world.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
