Why Q4 2025 Hits Different Shahrez Anjum and Laurie Tovo of Acadia - Episode 416

Oct 28, 2025

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🎙️Interview With Shahrez Anjum and Laurie Tovo 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 Account Management.

Today we're joined by two fantastic guests from Acadia: Shahrez Anjum from our Account Management team and Laurie Tovo from our Retail Media team.

They're here to break down what's unique about this year's Q4: what's changing, what you should be watching, and why this holiday season won't look like the last one.

Quote:

The vibe has definitely changed. Brands are less aggressive than last year. There's more selectivity, more intention, less 'go all-in on everything for 12 days straight.

Shahrez Anjum

KEY TAKEAWAYS

In this episode, Julie, Jordan, Laurie, and Shahrez discuss:

How Q4 2025 compares to recent years: From aggressive, catalog-wide deals to more selective and targeted promotional strategies, especially following tariff changes and economic uncertainty.
The influence of macroeconomic factors: Brands are feeling the effects of inflation, volatility, and changing consumer stamina for deals, which is shaping a more cautious approach to sales periods and media investment.
AI's growing role in ecommerce: How AI, like Amazon's Rufus chatbot, is changing the way shoppers search for and discover products, shifting the focus from keywords to behavioral signals and personalized content.
Amazon merchandising and promo capabilities: Updates like changes to promotional fees, expanded Subscribe & Save funding, and automated multipacks are reshaping organic and paid strategies for brands.
Advanced advertising strategies: The power of AMC Audiences and behavioral targeting, enabling brands to deliver more segmented and effective messaging across the customer journey.
Amazon's evolving fulfillment landscape: Insights on multi-channel fulfillment and the logistical complexities brands face as they consider programs like AWD and adapt to new fulfillment fee structures.
Key changes to watch for in 2026: Anticipated shifts include the end of commingled inventory, further customization of deals and shopping experiences, and the need for brands to collect and leverage more customer data.
Predictions for the future of search: We may be seeing the end of the traditional search bar in favor of more AI-driven, personalized shopping experiences.