Is Retail Media a Tax of Doing Business?

I've read some interesting articles lately which suggested that it's almost becoming a tax of doing business and selling your product on Amazon if you don't advertise then you're almost at a disadvantage. I think what retail media brings is sort of real you know real opportunity to prove how campaigns are working but also get people so close to the point of purchase they can potentially add something to their basket. And as a result of marketers really trying to make sure that the advertising is working as hard as possible does it feel like we're in a boom moment for retail media?