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Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we’re tackling what might be the least glamourously named ad product out there: OLV, short for “Online Video.” But don’t let the name fool you. Behind that bland acronym lies a powerful tool that’s been driving some seriously impressive results.

To help us unpack the magic of OLV, we’re joined by two of the masterminds making it happen on the front lines: Ross Walker and Carel van Rooyen from our retail media team.

“It's getting more and more expensive to buy incremental traffic on Amazon itself. This is true especially for brands competing in premium beauty categories or even CPG grocery categories. It's tough to get an edge.”

Ross Walker

KEY TAKEAWAYS

In this episode, Julie, Jordan, Carel, and Ross discuss:

• Clarification of OLV as Online Video, distinct from sponsored brand video and streaming TV.

• Where OLV ads run (off Amazon, across the open web and apps via Amazon’s publisher network).

• How OLV has helped overcome challenges like declining traffic or flat sales on Amazon.

• OLV’s impact on increasing glance views, revenue, and generating a "halo effect" across product catalogs.

• The importance of keeping creatives fresh to avoid stagnation.

• Best-performing audience types so far: in-market and lifestyle audiences drive awareness and new-to-brand purchases.

• Early success testing retargeting and AMC (Amazon Marketing Cloud) lookalike audiences for higher click-through and page view rates.

• Value of demographic layering, even though it narrows reach, it lowers cost per action and improves efficiency.

• Lower costs and less competition compared to streaming/connected TV ads.

• Easier creative requirements: Repurposing existing sponsored brand videos can minimize barriers to entry.

• OLV fills a vital role in the funnel, driving external traffic before consumers start their Amazon search, improving overall channel performance.

• How to fund OLV: Testing with incremental budgets where possible, or reallocating spend from less efficient campaign buckets.

• Examples of positive results even from modest testing budgets (as low as $2,000/month).

• Why focusing solely on ROAS is limiting; OLV’s bigger impact shows up in incremental lifts in overall traffic and sales.

• Utilizing AMC Path to Purchase reports to demonstrate OLV’s role in the customer journey.

• Rising success with vertical video formats and Amazon’s support for new creative options in OLV.

🎙️News Review with Scott Ohsman, Armin Alispahic, and Ross Walker

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Welcome to another edition of The Retail Round Up: your monthly recap of the biggest headlines and developments in the retail world.

Today, we’re joined by a very special returning guest: Scott Ohsman from the Always Off Brand podcast.

We’re also bringing back our go-to experts: Armin Alispahic and Ross Walker, who always bring sharp insights and fresh perspective.

This is The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Let’s dive in.

Amazon is trying to evolve their platform, they're trying to go up to the next level. And if Walmart is there to scoop up, the scrappier brands that like need more flexibility, then then so be it.

Ross Walker

KEY TAKEAWAYS

In this episode, Julie, Scott, Jordan, Ross, and Armin discuss:

• Amazon pulls Google Shopping ads, potentially to cut costs, protect data, or prep for AI strategies — brands reliant on co-op traffic should review their agreements.

• Brand Tailored Promotions coming to vendors in 2026, bringing powerful seller tools to vendor central; brands should prepare to integrate these into their merchandising playbooks.

• New Competitive Summary API provides location-aware pricing data and programmatic repricing options — a game-changer for Buy Box and pricing strategies.

• Amazon expands video measurement and retargeting, including deeper insights for Amazon Live and video ad engagement, offering more precision in campaign targeting.

• Early Vine Reviews program launched, enabling reviews before FBA inventory goes live — helping brands launch products with social proof from day one.

• Amazon fulfillment delays and fee hikes continue to strain brands, especially seasonal sellers, highlighting the need to evaluate AWD, 3PLs, and packaging strategies.

🎙️Interview With Pat Petriello of Acadia

 DESCRIPTION

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

 Today, we’re excited to welcome back Pat Petriello, our Director of Retail Marketplace Strategy, for a deep dive into Amazon DSP. 

 We’ll explore how to know when it’s the right time to invest in DSP if it hasn’t yet been part of your core strategy, and what the journey looks like for brands already deep in the DSP ecosystem as they move toward greater maturity and impact.

“Long gone are the days when somebody shows up and does discovery, research, consideration, conversion, all in one session, all in one platform with really nice neat attribution for us marketers to be able to measure.” 

Pat Petriello

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Pat discuss:

• The 95/5 Rule Recap: Pat explains that at any given time, only 5% of shoppers are actively in-market for a product, while 95% are out-of-market. Most brands focus their budgets on that competitive 5%, risking long-term growth and getting stuck in "ROAS jail" instead of building lasting brand demand.

• Why DSP Matters Now: Three main dynamics are accelerating DSP’s importance:

  • A more competitive market forcing brands beyond search ads for growth.

  • Fragmented, non-linear shopper journeys requiring brands to reach consumers across various platforms and moments.

  • A rapid pace of development in DSP’s features and capabilities, now offering more robust audience targeting, premium inventory (like streaming TV), and richer campaign optimization tools.

• Rethinking DSP Budgets: Many brands default to moving funds from search to DSP, but the team argues that this is a false dichotomy. Instead, DSP should be evaluated against all upper- and mid-funnel brand-building activities, as it’s often more measurable and incremental than legacy brand media channels.

• How Brands Can Approach DSP: Pat outlines a practical progression:

  • “Foundational” DSP: Focuses on lower-funnel tactics like retargeting and cart abandonment.

  • “Intermediate” DSP: Moves into brand awareness and consideration, leveraging tools like AMC (Amazon Marketing Cloud).

  • “Advanced” DSP: Uses innovative functionalities like streaming TV, AMC lookalike audiences, and sophisticated audience targeting for incrementality and organic growth.

• Measurement and Justifying Investment: How success with DSP should be measured beyond immediate ROAS, stressing KPIs like new-to-brand customer acquisition, share of voice, branded search growth, and true incrementality.

• What’s Hot in DSP: Pat’s personal “hype meter” is highest for premium streaming TV inventory, OLV (online video) pulsing, AMC-powered lookalikes, advanced conversion path reporting, and detailed analysis of entry-point ASINs—showing brands can start simple and scale up to advanced tactics.

• Actionable Advice: Brands new to DSP are encouraged to begin even with basic tactics, while those already running foundational campaigns should explore more advanced features to capture future growth and brand loyalty.

Today, we’re delighted to welcome back a longtime friend of the show, Russ Dieringer. 

He’s here to share key insights from Stratably’s latest research, diving into how brands are navigating content optimization for Rufus and the evolving landscape of AI-driven search.

Tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Russ discuss:

• Russ shares his own experience as an Amazon shopper using Rufus, noting its usefulness for browsing and specific queries, but also highlighting that most everyday shoppers aren’t aware of Rufus by name.

• Stratable’s survey included 286 brands and agencies, focusing mainly on mid-sized and enterprise consumer brands, to understand industry attitudes and actions towards AI optimization.

• Despite AI being the industry buzzword, only 12% of brands and 20% of agencies have taken concrete steps to optimize product detail pages for Rufus. There’s a lot of talk, but relatively little action so far.

• A major barrier is a lack of clarity from Amazon about how Rufus works and what specifically brands should do to optimize for it. Many brands are still trying to perfect basic search optimization, let alone adapt to the new AI layer, with content under-resourcing being an ongoing issue.

• Evaluating the impact of AI-oriented content changes is tough—only about a quarter of those who have made changes report a positive effect, and tracking the influence of AI touchpoints (like review summaries) is still a gray area.

• Russ recommends a balanced approach: don’t ignore AI advancements or drop everything to chase the trend. Instead, start testing and learning now, so your brand can adapt as best practices and clearer measurement tools emerge.

• The episode closes with an emphasis on curiosity, experimentation, and the reality that there’s no perfect playbook—brands should embrace the unknown and be proactive in learning as the ecosystem evolves.

MENTIONED IN THIS EPISODE

Are Brands Actually Updating PDPs for Rufus?

What’s Holding Brands Back from Optimizing for Rufus?

Are Rufus-Driven PDP Updates Driving Results?

Connect with Stratably’s Founder & CEO, Russ Dieringer

Learn more about Stratably

Connect with our host, Julie Spear

Connect with our host, Jordan Ripley

Learn more about Acadia

🎙️Prime Day Data Breakdown With the Acadia Team

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Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Amazon has made it official: this year’s Prime Day was the biggest one yet. We’re recording this episode on the afternoon of Monday, July 14th, just 48 hours after the event wrapped, and we’re excited to dig into the early insights.

And just as Amazon has extended Prime Day into a four-day marathon, we’re expanding our post-event panel with four sharp minds to help us unpack what really happened last week.

Joining us today are:

• Covering the operations side of things, a familiar voice on this podcast and contributor to The Retail Roundup, Armin Alispahic.

• Bringing the account strategy perspective: Senior Account Manager, Gavin Farnan

• And rounding it out on the media side, we have not one but two experts: Senior Media Managers Damiano Ciarrocchi and  Rhen McLeod.

The data is just starting to settle, but that’s not stopping us from diving into some early hot takes and insights. Tune in to find out more!

“I don’t think that the shopper demand necessarily weakened throughout the event, as the data shows, but the budget may have simply started to run out.”

Damiano Ciarrocchi

KEY TAKEAWAYS

In this episode, the team discusses:

• Prime Day Purchases & AI Features: The panel kicks off by sharing what they bought during Prime Day and their experiences with Amazon’s new AI shopping assistant, Rufus, highlighting its value for mood-based, “vibe shopping” and customer review summaries.

• Prime Day Performance Data: An in-depth look at sales distribution across the new four-day format, including how revenue lifts compared to past events.

• Operational Insights & Promo Strategies: Discussion on how the elongated event affected promotion pacing, ad budget allocation, and the shopper response to an extended sale window, along with the impact on category performance.

• Technical Performance & Glitches: A notably smooth Amazon ad and promo experience this year. No major outages or surprises, plus some minor issues with inventory caps and VC account eligibility.

• Advancement in Amazon Advertising Tools: The group explores cutting-edge ad features, especially the rollout of AMC (Amazon Marketing Cloud) audiences for sponsored product ads, offering more precise results tracking and targeting.

• Organic & Operational Adjustments: Implications for inventory capacity, stricter Amazon requirements, creative price strategies by brands, and shifting promo tactics to manage margin pressure and secure Prime Day badging.

• Post-Prime Day Lead-Out Strategies: Key recommendations for capturing post-event demand via retargeting, subscribe & save coupons, and utilizing new promo types to leverage traffic from Prime Day.

• Preparing for an AI-Driven Future: The episode wraps up with a forward-looking discussion on the rising role of agentic AI in online shopping, recommended optimizations for both paid and organic to better capture traffic from conversational and personalized shopping queries.

🎙️News Review with Armin Alispahic and Ross Walker

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Welcome to another edition of The Retail Round-Up: your monthly recap of the biggest headlines and developments in the retail world.

Prime Day may be breathing down our necks, but that’s not stopping Armin Alispahic and Ross Walker from jumping in to help us unpack a wave of industry news, from monumental partnerships to the biggest retailer developments you’ll want to keep an eye on.

Let’s get into it. 

If you serve ads 10 times on one DSP and 20 times on another DSP, that’s already 30 exposures. It’s way too much. But now you can cap it all in one place, and that’s incredibly helpful.

Ross Walker

KEY TAKEAWAYS

In this episode, Jordan, Ross, and Armin discuss:

• Deprecation of Amazon Posts: Insights on Amazon dropping its social media-inspired Posts feature.

• Amazon’s Big Partnerships: Deep dive into Amazon’s new collaborations with Roku and Disney, what this means for DSP buyers, premium ad inventory, and holistic audience measurement.

• Operational Updates at Amazon:

• Stricter Seller Fulfilled Prime (SFP) requirements: New limits, minimum order volumes, and tighter appeal windows.

• Return rate badging tightening for vendors: Financial implications for frequently returned items and changes in how returns are processed.

• Introduction of the “Final Sale” badge on apparel, and what that means for consumer experience and liquidation.

• Walmart Retail Media Upgrades:

• Launch of negative keyword targeting for sponsored products and officially allowing competitor keyword conquesting.

• Discussion on new measurement items and how these tools help brands get better data and incrementality on Walmart Connect.

• Walmart Marketplace Fulfillment Update:

• Walmart now allows sellers to use Amazon’s Multichannel Fulfillment (MCF) to fulfill Walmart orders, a major change to how sellers can test and scale on both platforms.

🎙️Interview with Erica Groussman of TRUBAR

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This final Category Disruptors episode brings the series full circle in the best way. We hope you enjoyed it!

In this final episode of the series spotlighting powerhouse female CEOs and founders, we’re joined by Erica Groussman, co-founder and CEO of TRUBRANDS, the company behind the fan-favorite TRUBAR and its mission to bring “Indulgent Nutrition” to the masses.

It’s a high-energy, insightful conversation that captures exactly what this series is all about: bold ideas, fearless leadership, and brands rewriting the rules in their categories.

A fitting finale to an inspiring lineup. Don’t miss it!

It felt like a million challenges. From finances to ingredients, or packaging, we had issues along the way in every aspect. But we try to forget the hard parts. Because nothing worthwhile is ever easy.

Erica Groussman

KEY TAKEAWAYS

In this episode, Erica, Julie, and Jordan discuss: 

• Erica’s entrepreneurial background and what inspired her to found TRUBAR, identifying a gap in the protein bar market.

• The importance of developing bars that don’t sacrifice taste or make you feel bad after eating—her “indulgent nutrition” philosophy.

• How Erica approaches product development, drawing inspiration from popular desserts and comfort foods, and turning them into healthy snacks.

• Real talk on challenges during development—including flavors that didn’t work out and the persistence needed to get them right.

• How TRUBAR prioritizes women in leadership, pay equity, and employs organizations that support mothers and women returning to work.

• Erica’s methods for celebrating every win—big and small—while overcoming countless challenges in supply chain, packaging, and scaling distribution.

• Lessons learned along the founder journey, such as the value of redundancy and preparedness, especially in the face of supply chain disruptions.

• The evolution of TRUBAR e-commerce strategy—from direct-to-consumer startup struggles to explosive Amazon growth—and the ongoing importance of controlling the brand experience online.

• Sneak peeks at what’s next: new flavors, the launch of a kids’ collection, and hints at future product innovations for Trubrands.

DESCRIPTION

The Category Disruptors Series continues!

It’s time for Part 3 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories.

In this episode, we spotlight Laurel Orley, co-founder and CEO of Daily Crunch—the sprouted nut snack brand shaking up what they call the “trusty but dusty” nut category.

It’s a thoughtful conversation and another strong addition to the series—tune in for the full story.

"There's a lot of FOMO out there. You see unicorn brands doing amazing, and it's so easy to think: how did they make $1M in 5 minutes? Why not me? But you have to stay on your path."

Laurel Orley

KEY TAKEAWAYS

In this episode, Laurel, Julie, and Jordan discuss: 

• Laurel Orley’s transition from a career at major brands like Unilever to founding Daily Crunch Snacks, inspired by her aunt’s unique sprouted nut process.

• How Daily Crunch’s sprouted, dehydrated nuts stand out for their crunch, health benefits, and clean label.

• The creative process behind their flavors, including collaborations with other brand and the upcycling of pickle ends for sustainability.

• Daily Crunch’s commitment to women-owned certification and giving back through mental health initiatives

• Laurel shares how her corporate background provided valuable skills, but also discusses the steep learning curve and differences when moving to a founder role.

• The role of accelerators like SKU, mentorship, and the Vanderbilt intern pipeline in helping Daily Crunch grow and evolve.

• Hard-earned lessons in supply chain, pricing, product launches, and the realities of growing a snack brand during the pandemic.

• Exciting updates for 2025, including a new flavor and refreshed packaging highlighting nutritional benefits.

• The importance of staying focused on your own brand journey, leveraging available resources, and maintaining a mindset of continual learning.

🎙️Interview with Anouck Gotlib of Belgian Boys

The Category Disruptors Series continues!

We’re excited to share Part 2 in our series spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their categories.

This episode features Anouck Gotlib, co-founder and CEO of Belgian Boys—the company behind the high-quality, ready-to-eat Belgian waffles, pancakes, and crêpes we all know and love. 

Belgian Boys was recently named Instacart’s #1 Fastest-Growing Emerging Brand in 2024, a reflection of its strong momentum and growing presence in the market.

Don’t miss the full story—it’s another great one in the series.

"Beyond the ingredients or the packaging that evokes emotion, we found our success in solving a real problem. I'm a mom of now three kids, I get it, those mornings are stressful.”

Anouck Gotlib

KEY TAKEAWAYS

In this episode, Anouck, Julie, and Jordan discuss: 

• Brand Origin Story: How Anouck’s background in fashion design and her husband Greg’s experiences as Belgian expats inspired the founding of Belgian Boys and the mission to "spark a moment of joy" through food.

• Values & Family Influence: The importance of joy, warmth, and food in their families and how those values shaped both their business and personal lives.

• Navigating Partnership: Insights on co-founding and running a business with a life partner, including the keys to aligning on big-picture goals, embracing trust, role evolution, and supporting each other's strengths.

• Product and Retail Strategy: The decision to focus on breakfast products, the innovation of introducing refrigerated breakfast to the US market, and the challenges of discontinuing products to build a more focused core lineup.

• Female-Led Culture: Evolution of Belgian Boys into a female-focused brand and workplace, with women-led initiatives, a majority-female board, and organic team dynamics.

• Adaptation & Growth: Pivoting quickly during the pandemic, lessons learned from ecommerce expansion, and leveraging platforms like Instacart for online growth.

• Personal & Team Growth: Anouck’s journey of building CEO confidence without a traditional business background, the power of coaching, prioritizing strengths over weaknesses, and assembling a dynamic, diverse team.

Looking Ahead: Sneak peeks into innovation in breakfast products, partnerships (including with Costco), a back-to-school focus, and what’s coming next for Belgian Boys.

🎙️Interview with Loren Castle of Sweet Loren’s

DESCRIPTION

The Category Disruptors Series is finally here! 🎉

We are releasing 4 parts spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their respective categories.

We’re thrilled to kick things off with a true trailblazer—Loren Castle, founder of the wildly popular cookie brand, Sweet Loren’s. 

Loren's story is as bold and inspiring as the cookies she bakes. Diagnosed with cancer at just 22, she completely transformed her lifestyle and turned to clean eating. But when she couldn’t find a dessert that met her new standards, she made her own. What started as a personal health mission became a national movement in the freezer aisle.

Don’t miss the full story—it’s one you’ll want to hear.

Quote:

“It was obvious to me I wasn't going to improve the product, sales, and the relationship with the consumer if I didn't improve the packaging. So I just kept listening, testing, and learning.”

Loren Castle

KEY TAKEAWAYS

In this episode, Loren will share: 

• The incredible origin story behind Loren and creating Sweet Loren’s: Surviving Hodgkin’s lymphoma and how it inspired her passion for health, wellness, and clean eating.

• The creation of Sweet Loren’s: Identifying a white space in the market for delicious, healthier baked goods made with simple, non-inflammatory ingredients.

• Product development: The journey from home kitchen experiments to national distribution, including the challenges of perfecting recipes and scaling up.

• Navigating growth: How Loren managed the operational demands as the company scaled, including key hires and delegating roles to focus on her strengths.

• Standing out in a crowded CPG category: Challenges convincing retailers to shelve Sweet Loren’s alongside traditional brands and the importance of allergen-friendly, non-GMO options.

• The evolving consumer: Discussion on how today’s shoppers are increasingly health-conscious and driving demand for “better for you” products.

• Balancing entrepreneurship with motherhood: Loren’s reflections on guilt, role modeling for her children, and the importance of building a supportive team.

• Future plans: Sweet Loren’s new R&D center, exciting upcoming product launches, and continued growth in both grocery and food service channels.