The Commerce Collective Podcast

In this episode, Emma Irwinand Patrick Miller close out the year by unpacking Black Friday Cyber Monday fatigue and how Amazon's asynchronous basket building and robust supply chain stand out. They dig into ChatGPT and Google Gemini, analyzing what truly has time, signal, and points of distribution, and how retailer partnerships with LLMs will shape shopping. Lastly, they cover what the potential Netflix x Warner Brothers deal means for consumers and advertisers. As a bonus, Patrick also names his retailer of the year, the most overrated story, and the one thing advertisers should leave behind in 2025.

In this episode, Emma sits down with Mike O’Donnell, SVP Innovation and Business Transformation at Flywheel, to break down the real impact of AI-powered search on consumer behavior and brand strategy. Mike shares why consumers are embracing generative tools like Amazon’s Rufus, how brands can adapt their content and measurement strategies for the new world of AI search, and what mass personalization means for the future of commerce. The conversation covers why consistent product data matters more than ever, how clean rooms and AI are unlocking audience-led advertising, and what Flywheel is building to help brands move from channel-based thinking to true return on consumer. Packed with practical insights, this episode is a must-listen for anyone looking to stay ahead in the evolving commerce landscape.

Read the white paper, "From powerless to proactive: How brands can own the AI search revolution" here.

What’s the real impact of your advertising - and how do you know when you’ve reached the point of diminishing returns? In this episode, Emma sits down with Iñigo Gutierrez Fernandez, Analytics & Insights Associate Principal at Amazon Ads, for a behind-the-scenes look at the science powering smarter budget decisions.

Iñigo unpacks Amazon’s holistic measurement framework, from pinpointing the “tipping point” for ad efficiency, to understanding both immediate and long-term campaign impact, and even tracking omnichannel results through the Amazon Shopper Panel. You’ll learn how to move beyond guesswork and use data to identify when your investment is working, which channels drive lasting value, and how to build a strategy that fits your brand’s goals.

Every brand wants to drive stronger results - and truly understand what’s behind them. In this episode, we’re live from unBoxed at the Partner Content Studio with Paula Despins, VP of Campaign Measurement, Planning, and AMC, for an inside look at Amazon’s latest launches that are transforming campaign development, optimization, and measurement. Amazon's new Ads Agent empowers advertisers to build smarter audiences and campaigns, and democratizes access to AMC insights that further help understand what's driving real growth for your business.

Emma Irwin and Flywheel’s SVP of Commerce, Mike Feldman, are live from Nashville for a rapid-fire recap of Amazon unBoxed 2025. In just 20 minutes, Emma and Mike unpack the announcements shaping the future of retail media - from unified ad platforms and the latest in video innovation, to full funnel AI-powered campaigns and the evolving role of AMC. Hear candid takes on what’s truly new, which launches matter most, and why the human touch still sets agencies apart as automation accelerates.

ROAS has long been the standard in retail media, but it leaves brands with an incomplete picture of shopper value. In this episode, VP of Product Gabe Fishbein joins Emma to reveal our "Return on Consumer Dashboard," a new solution that puts the entire consumer journey in focus.

Gabe explains how this dashboard goes beyond campaign-level metrics and helps brands understand shopper value at every stage, from first interaction to loyalty. Discover where consumers drop off, where your investments make the most impact, and how to turn insights into growth.

If you're ready to move beyond guesswork and truly see what drives value for your brand, this conversation is for you. Listen in for how our Return on Consumer dashboard gives you a clear path to smarter decisions and stronger results.

Patrick Miller (Co-founder, Flywheel) and Emma jump into this month’s recap with insights on Amazon’s latest earnings and what they reveal about the company’s expanding grocery ambitions. They also explore Amazon’s new AI-powered “Help me decide” feature, discuss Walmart’s plans to transform a Pennsylvania mall into a mixed-use retail destination, and wrap up with a candid look at what it takes to succeed as a CPG manufacturer as industry pressures continue to mount.

In this episode, Emma sits down with Chris Rueckert, SVP of Commerce at Flywheel, to explore how shopper media is evolving and why it matters more than ever. Chris shares details on Flywheel’s new Shopper Media offering, highlighting the importance of connecting data, strategy, and the in-store experience.

Listen in to learn how we're helping brands bridge the gap between retail media and shopper marketing, and why a holistic, consumer-centric approach is key for driving sales.

Interested in learning more about our Retail Insights AI assistant? Let's connect: https://www.flywheeldigital.com/contact-us

What happens when a retail giant puts member value at the center of its advertising strategy? In this episode, Emma sits down with Mark Williamson, Assistant Vice President of Retail Media at Costco Wholesale, to explore how Costco is building its retail media business without compromising on its core principle: delivering value to members. Mark shares insights from Costco’s journey, including the challenges and opportunities of unifying omnichannel data, the importance of identity fidelity, and why member trust outweighs short-term ad revenue.

If you listened to the episode and want to learn more about Flywheel's Shopper Media offering, click here.

In this episode, Emma and Patrick dive into OpenAI’s new instant checkout feature with Etsy, discussing how AI-powered commerce is reshaping product discovery and the shopper journey. They additionally further unpack the recent streaming partnerships news and what it means for advertisers, and wrap up discussing new tools for sellers coming out of Amazon Accelerate.