Hamish and Seb wrap up 2025 with an insight-packed conversation reflecting on the biggest shifts that defined Amazon this year, from their predictions that played out to how AI, AMC, shopper behaviour, and Amazon’s own platform moves changed the way brands win. They dig into the real impact of deal-event strategy, tariff turbulence, the rise of third-party sellers, Amazon’s unexpected Google Shopping switch-off, and why creative quality still separates the brands that scale from the ones that stall. With candid lessons from inside the agency and a look at what’s ahead for 2026, it’s a valuable episode for any brand wanting an edge in the year to come.