D2C advertising: AI agents and expanded retail media change the game
D2C advertising: AI agents and expanded retail media change the game
Amazon is now buying ads on ChatGPT to promote Prime Day, a clear signal of where the customer journey is heading. This move, reported by Modern Retail on Amazon's ChatGPT ad buys, shows Amazon actively reaching users on AI platforms, not just traditional search or social.
For D2C brands running ads at scale, this means customer discovery is increasingly influenced by AI agents. Your PPC strategy can no longer assume a direct human search query. As JumpFly highlights regarding AI agents in PPC, your ads now sell to both humans and algorithms.
Adapt your off-platform strategy
Operationally, this shift requires a deeper look at your off-Amazon ad placements. In mature D2C accounts, we are seeing a clear need to diversify traffic sources beyond Amazon's walls. Brands must consider how their product information is consumed by AI models.
This week, review your product content for clarity and keyword density, not just for human readability but for AI understanding. Think about how an AI agent would summarize your product features or answer a user's question about it. Ensure your brand story is consistent everywhere.