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Amazon is turning advertising into an AI-powered operating system for the customer journey.

In this October 5th episode, Mr. Will covers Amazon’s biggest unBoxed announcements, paid review campaigns, TikTok checkout, Walmart seller intelligence, and Prime Big Deal Days priorities.

How is Amazon changing advertising?

Amazon Ads Agent brings sponsored ads, display, video, streaming TV, analytics, and audiences into one AI-led environment. Full Funnel Campaigns allocate one budget across formats, while DVA+ combines Sponsored Display, Sponsored TV, and programmatic capabilities.

Amazon is also introducing natural-language analytics and an Amazon Marketing Cloud SQL generator. The tools reduce technical work, but brands still define success. ROAS, contribution margin, new-to-brand growth, category share, and long-term sales are not interchangeable.

Can Amazon advertisers pay for reviews?

Amazon Review Requests enters U.S. open beta in late October. Advertisers can pay to show verified purchasers an invitation to leave a rating or review. Products remain eligible until they reach 1,000 ratings and reviews.

Brands are not buying positive reviews. Customers choose whether to participate and what rating to provide. Review acquisition is becoming a media expense alongside Vine and advertising. Amazon says early tests produced approximately three times as many ratings and reviews per week.

What is TikTok Buy Direct?

Buy Direct lets shoppers purchase inside TikTok without requiring a traditional TikTok Shop. The brand remains the merchant of record, while TikTok manages discovery and checkout through Shopify, Salesforce, Stripe, and other partners.

TikTok is also testing an AI Shopping Assistant and expanding its U.S. Ad Network across nearly 400,000 outside applications.

What is changing for Walmart sellers?

Walmart’s Assortment Growth tool now recommends products and categories based on demand and marketplace gaps. Walmart also warns that accounts left suspended without a successful appeal can face permanent termination. Suspended sellers should begin remediation or decide whether to preserve the account.

What should brands watch during the October sales events?

Prime Big Deal Days runs October 6th and 7th, with major deals released three times per day. Amazon advertisers should monitor budgets around each release instead of relying only on daily totals.

Walmart’s event runs October 5th through October 11th. Consumer confidence has also fallen to its lowest level since 2014. Shoppers may continue spending, but brands should expect stronger demand for value, promotions, bundles, and clear price justification.

The operator takeaway: use the automation and infrastructure, but control the objective, economics, customer relationship, and final decision.

Selling on Giants delivers operator-focused ecommerce news and marketplace strategy for brands growing across Amazon, Walmart, TikTok Shop, Target, and the broader retail ecosystem.

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