Observed Signal · Oct 5, 2026 · Market Signal · Source: Jellyfish · Impact: 3/5
Amazon is changing what brands can do with the signals they already have
Jellyfish were at Amazon Unboxed, with Zach Gerbrick, VP Partnerships, and James Bourner, VP AdTech Solutions, there in person to see the latest developments firsthand. Noah Kaufman, our Retail Media Director has looked beyond the headlines to what these changes actually mean for brands heading into holiday season.
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Amazon Ads Unveils Simplified Solutions for Marketers
Amazon Ads used its unBoxed show in Nashville to push a simplicity-centric vision for its ad tech. The company frames ongoing and upcoming products as 'easy buttons' to reduce complexity for marketers, from creative testing to cross-platform management. The main news is the introduction of Sponsored Product video units, enabling advertisers to upload up to five product videos and, for those who opt in and pay more, convert static listings into video. Amazon also previewed personalization based on purchase history and consolidated its ad-buying platforms—Ads Console and Amazon DSP—into a single Campaign Manager. The firm is deploying agentic AI within the platform to assist planning, execution, and measurement. Looking ahead, 2026 will bring full-funnel AI-based campaigns with more upper-funnel branding. The company also highlighted partnerships with Disney, Roku, Samsung, iHeartMedia, Spotify, and SiriusXM to offer premium streaming TV and audio under one roof.
Jellyfish Research: AI Shopping Reshapes Brand Competition
New research from Jellyfish, a global digital marketing company within The Brandtech Group, reveals that AI shopping assistants are dramatically reshaping competitive dynamics. The Share of Model™ tool analyzed AI recommendations across eight categories in the US, UK, Australia, and Singapore, spanning ChatGPT, Google AI Mode, and Amazon Alexa. Key findings show there is no single 'AI shelf'—different assistants recommend vastly different brands and products for the same query. AI can erase brand leadership, as seen in US fashion where the top brand held only 7% of the shelf across 120 brands. AI also ignores traditional price positioning, with men's suits in the UK ranging from £27 to £3,295 in one response. The company launched Shopping Optimization, a new capability within Share of Model, enabling marketers to analyze AI recommendations at the SKU level and optimize for agentic commerce.
Where brands stand when AI agents do the shopping
New Jellyfish research uncovers how AI is reshaping the shopping journey and which brands are actually showing up on the AI shelf. Powered by new Shopping Optimization capabilities within our proprietary Share of Model™ Platform, the analysis reveals what drives AI recommendations at the product level.
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