Amazon just dropped its Q2 2025 earnings—and the numbers sparked plenty of hot takes across the retail world. In this episode I distill the smartest analyst commentary into three can’t‑miss story lines: the unstoppable growth of Amazon Ads, the surprising resilience of its core retail engine, and how the company’s AI push might reshape shopping (for better or for noisier). Stick around to hear why paid media is becoming a non‑negotiable toll booth, how regional fulfillment hubs are juicing margins, and what tariffs—and talk of tariffs—really mean for sellers.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

• [0:00] Setting the stage – Q2 earnings “beat but disappoint,” and I flag the three themes we’ll follow.
• [0:42] Advertising juggernaut – $15.7 B in ad revenue (+23 % YoY) and why Amazon made big ad commitments a prerequisite for Prime Day promos.
• [1:45] Retail resilience – Amazon’s GMV grew 11 % while overall e‑commerce crawled at 7 %; I contrast that with Walmart’s e‑comm surge.
• [3:15] Supply‑chain shake‑up – How the new regional hub‑and‑spoke network slashed cost‑to‑serve and sped up delivery nationwide.
• [4:47] Tariff spin zone – CEO Andy Jassy says “no impact,” but sellers are juggling erratic POs and forward‑bought inventory.
• [6:54] Power‑buying consumers – Shoppers grow thriftier, not quieter, pouncing on coupons and switching brands on price.
• [8:42] AI & voice commerce – Alexa Plus and Rufus start flirting with ads; will consumers stick around if the bots start selling?

Links & Resources

• Amazon Q2 2025 Earnings Release – Investor Relations
• Jason & Scott Show podcast recap of Amazon Q2 results
• Bloomberg interview with Katherine Black (Kearney)
• Always Off Brand podcast
• Follow Kiri on LinkedIn 
• Subscribe to Retail Media Breakfast Club's daily newsletter