Amazon Ads’ Former Evangelist on the Future of Retail Media
Retail Remix
· with Jeff Cohen
· November 3, 2025
· 32 min
Summary
This episode of Retail Remix provides essential insights for ecommerce operators navigating the converging landscape of retail and commerce media. Featuring Jeff Cohen, former Principal Evangelist at Amazon Ads, it unpacks the evolution of advertising beyond walled gardens, emphasizing the impact of AI and unified data for reaching omnichannel shoppers.
Key takeaways
Understand the distinction between 'retail media' and 'commerce media' to better position your ad strategies for future growth.
Leverage agentic AI to optimize campaigns and consolidate fragmented data across various platforms, enhancing overall marketing effectiveness.
Move beyond Amazon's retail media dominance by adopting a cross-channel approach, learning from platforms like Skai to reach a broader audience.
Prioritize unified, actionable data over an abundance of metrics to drive more informed decisions and improve ROI.
Embrace innovation and calculated risks in your marketing strategies, drawing inspiration from Jeff Cohen's career trajectory.
Themes
ai in marketingdata unificationomnichannel marketingretail media
Retail media — or should we say commerce media — has exploded into one of the fastest-growing opportunities in marketing. But with so many players, platforms and acronyms, where is it all headed?In this episode of Retail Remix, host Nicole Silberstein sits down with Jeff Cohen, former Principal Evangelist at Amazon Ads and now Chief Business Development Officer at Skai, to unpack how the space has evolved and what’s coming next.Jeff shares how he went from building one of Amazon’s first third-party ad technologies to helping brands navigate a new era of connected, data-driven commerce. He breaks down the shift from retail media to commerce media, the impact of AI-powered shopping on marketing and how brands can move beyond walled gardens to reach today’s omnichannel shoppers.Key Takeaways:How retail media has evolved into commerce media — and why the distinction matters;The role of agentic AI in optimizing campaigns and connecting fragmented data;What brands can learn from Amazon’s retail media dominance and Skai’s cross-channel approach;Why unified, actionable data matters more than endless metrics;Lessons on innovation, adaptation and taking smart risks from Jeff’s eclectic career.Related LinksLearn how Skai is connecting brands and retailers through data-driven mediaRelated reading: New Research Reveals Agency Execs’ True Opinions on Retail MediaExplore more insights on the future of commerce media on Retail TouchPointsCatch up on all episodes of R
Frequently asked about this episode
What does this episode say about ai in marketing?
Understand the distinction between 'retail media' and 'commerce media' to better position your ad strategies for future growth.
What does this episode say about data unification?
Leverage agentic AI to optimize campaigns and consolidate fragmented data across various platforms, enhancing overall marketing effectiveness.
What does this episode say about omnichannel marketing?
Move beyond Amazon's retail media dominance by adopting a cross-channel approach, learning from platforms like Skai to reach a broader audience.
What does this episode say about retail media?
Prioritize unified, actionable data over an abundance of metrics to drive more informed decisions and improve ROI.
What does this episode say about ai in marketing?
Embrace innovation and calculated risks in your marketing strategies, drawing inspiration from Jeff Cohen's career trajectory.
