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Amazon is playing agentic commerce chicken. Other retailers should not.

Amazon is playing agentic commerce chicken. Other retailers should not.

Amazon can afford to wait out the agent revolution. Everyone else can't.

Dec 11, 2025

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9 min read

AI

How To Be Right About AI, And Still Lose

How To Be Right About AI, And Still Lose

You can be totally right that a technology is transformative, and still be completely wrong about who wins and where the value goes.

Dec 4, 2025

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7 min read

AI

Maybe Ads in AI Don't Have To Suck?

Maybe Ads in AI Don't Have To Suck?

Nov 20, 2025

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3 min read

AI

It's the end

It's the end

My final post for 2025.

Dec 16, 2025

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7 min read

My Media Diet

My Media Diet

How to stay on top of the wild world of retail media and agentic commerce.

Dec 15, 2025

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12 min read

Ace Hardware's RedVest Media: Notes From My Interview With Molly Hjelm

Ace Hardware's RedVest Media: Notes From My Interview With Molly Hjelm

Nov 10, 2025

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3 min read

Retailer Profiles

The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media Network

The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media Network

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Retailer Profiles

Best Buy Wants To Become An Ad Platform, Not Just Another RMN

Best Buy Wants To Become An Ad Platform, Not Just Another RMN

Oct 2, 2025

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3 min read

Retailer Profiles


Praise for Retail Media Breakfast Club

If you want to start your morning right with a short but impactful podcast, look no further than my friend Kiri Masters Retail Media Breakfast Club podcast & video series. Finding time to keep up with all the trends in this space is tough, but what Kiri does with this show will help.

Kyra Singh

Dean McElwee

Director, Digital Transformation, Stanley Black & Decker

Kiri Masters has done an exceptional job of elevating the conversation around retail media. She brings both strategic clarity and operational depth, and she has a real gift for making complex industry shifts feel approachable and actionable. Her Retail Media Breakfast Club podcast has become a daily must-listen for me. It’s insightful, timely, and consistently sharp.

Kyra Singh

Sarah marzano

Principal Analyst, EMARKETER

Kiri Masters has been my go-to thought leader in retail media & marketplaces space for years now. A daily, condensed hit of industry insights is something totally new in the space.

Kyra Singh

Paulo Bacarin

Commercial Director, Tom's Of Maine


Read Daily by Thousands of Retail Media Leaders from…


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Latest Posts

It's the end

My final post for 2025.

Dec 16, 2025

•

7 min read

Kiri Masters
Kiri Masters
It's the end

My Media Diet

How to stay on top of the wild world of retail media and agentic commerce.

Dec 15, 2025

•

12 min read

Kiri Masters
Kiri Masters
My Media Diet

Amazon is playing agentic commerce chicken. Other retailers should not.

Amazon can afford to wait out the agent revolution. Everyone else can't.

Dec 11, 2025

•

9 min read

Kiri Masters
Kiri Masters
Amazon is playing agentic commerce chicken. Other retailers should not.

RMNs Have A Marketing Problem

a16z didn't win venture capital by writing bigger checks. They won by marketing when incumbents thought it was beneath them. RMNs face the same choice.

Dec 10, 2025

•

9 min read

Kiri Masters
Kiri Masters
RMNs Have A Marketing Problem

Amazon On Sponsored Product Ads: 'Too Much Is Never Enough'

New research reveals Amazon serves 25+ sponsored products per page while maintaining shopper engagement and ad —proving that ad density isn't the problem, it's relevance that matters

Dec 9, 2025

•

8 min read

Kiri Masters
Kiri Masters
Amazon On Sponsored Product Ads: 'Too Much Is Never Enough'

Retail Media Breakfast Club

A quick hit of retail media industry analysis and trends, served up hot every day Monday to Thursday at 6AM ET.


Who’s behind Retail Media Breakfast Club?


Hi, I’m Kiri Masters. I’m an independent retail media industry commentator.
I write, speak and podcast about this space and increasingly, how it will be affected by AI-enabled commerce.

This is my daily newsletter and podcast where I share analysis, trends, and new research for those in the industry.


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Retail Media Breakfast Club

A quick hit of retail media industry analysis and trends, served up hot every day Monday to Thursday at 6AM ET.

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