Launching or scaling a brand on Amazon in 2025–2026 is more complex than ever - and most e-commerce teams are still leaving a lot of money (and data) on the table. In this episode of the Envision Horizons podcast, VP of Client Services Reid Greenberg sits down with Victoria Reese (Account Director) and James Corley (Media Director) to break down what actually works for modern brands on Amazon.

They unpack the biggest mistakes brands make on day one of an Amazon launch, from going live before they’re truly retail-ready to overspending on upper-funnel media before they’ve earned relevance. You’ll hear how to approach creative, inventory, and keyword strategy so that your first 90 days set up long-term marketplace profitability instead of a “staggered start.”

The team then dives into connected commerce: how to use Prime Day and other tentpoles as performance accelerators, and why lead-in strategy and doorbuster SKUs can 2X your return versus focusing only on event-day spend. They also discuss when to layer on DSP, conquesting, and sponsored brand placements to break through plateaued growth.

Finally, Reid, Victoria, and James explore the evolving retail media landscape beyond Amazon - Walmart, Target, Chewy, and underdeveloped networks - and how early movers can “crack the code” and influence ad-tech roadmaps. If you’re a marketing or e-commerce leader owning P&L across Amazon, DTC, and retail, this conversation will help you re-think channel mix, audience strategy, and how to use data across silos to drive lifetime value.

Learn more about Envision Horizons and our Amazon & marketplace services: https://www.envisionhorizons.com