---
title: "The 2025 Marketing Outlook: Amazon, DTC, and Retail Trends"
description: 2025 is just around the corner—familiarize your brand with the evolving marketing trends across Amazon, DTC, and retail to stay ahead.
image: https://blog.iconcommerce.com/hubfs/38347-01-Icon_Blogs_A_01Option%202%20A.jpg
---
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Dec 19, 2024
# The 2025 Marketing Outlook: Amazon, DTC, and Retail Trends
by Robin Voter
2024 was a year of adaptation as marketers pushed channel boundaries to anticipate and meet customer needs on Amazon and other marketplaces, DTC websites, and in retail stores.
While these channels have been converging for some time, the new year will bring even further blurred boundaries and the need for a truly integrated ecosystem. It's time to prepare your brand for 2025.
## Retail Media Networks: The Amazon Effect
Retail media networks (RMNs) have transformed how brands engage audiences. Since 2023, the number of [brands working with 10 or more RMNs has reached 36%](https://p2pi.com/trends-2024-part-1-retailer-media-network-ratings-insights?utm_source=swiftmail&utm_medium=email&utm_campaign=P2P_NL_Newswire_Wednesday&mkt_tok=ODI1LUxTUC01NDUAAAGRI5k-jPk9E2Vollk8olLu0URDJ9beE636fh3-jX5P52c1A0BvItuxuakTYRz8IJxhJzLF1KN2bWLZ_qEobfJS-WUuxql0IPQ3qEdp9EUIXnhl) as they leverage the power of advanced targeting tools and a data-driven approach.
With [global ad spend expected to reach $165 billion by 2025](https://content-naf.emarketer.com/5-recent-charts-on-forecasting-all-things-ad-spend), marketers are tapping into RMNs to utilize first-party data and meet shoppers both on and off platforms. After launching its network in 2012, Amazon has become the U.S. leader, enticing those eager to explore the potential of RMNs with its diverse pool of active, bottom-of-the-funnel shoppers.
Are you leveraging RMNs to their fullest potential? Connect with more bottom-funnel shoppers on marketplaces like Amazon and Walmart.com with help from our team. Get in touch [here](https://iconcommerce.com/our-focus/marketplace/).
## DTC and Amazon Marketplace: A Perfect Match
The DTC model is evolving as brands seeking expansion turn to marketplaces like Amazon, Walmart Connect, and Target Plus—often choosing Amazon for its rapid scalability. By combining direct sales with a marketplace presence, brands can diversify revenue channels, streamline the customer journey, and deliver personalized, data-driven campaigns.
However, every marketplace comes with its fair share of cons. Staying proactive against [retail arbitrage](https://blog.iconcommerce.com/how-to-protect-your-brand-from-retail-arbitrage) and [knockoff sellers](https://blog.iconcommerce.com/how-to-protect-your-brand-from-knock-offs), especially on Amazon, is crucial to avoid lost sales and tarnished brand integrity.
## Omnichannel Commerce: Where Physical Meets Digital
Seamlessly connecting physical and digital interactions has become vital for a cohesive and profitable customer journey. Research shows that [customers engaged through an omnichannel experience spend 20% more than those using a single channel](https://www.cubix.co/blog/omnichannel-retail-strategy-2025/), emphasizing the significant impact this strategy can have on revenue.
Brands like [Sephora and IKEA](https://www.renascence.io/journal/customer-experience-cx-and-omnichannel-strategies-best-practices-for-2025) are at the forefront of omnichannel commerce. Sephora integrates digital tools and loyalty programs to deliver a consistent experience, while IKEA uses augmented reality apps and in-store features to create a connected journey. To meet shoppers where they are, focus on a consistent cross-channel experience that delivers convenience and innovation.
You can find out how your omnichannel customer experience stacks up against your competitors by getting a free SYNC Assessment [here](https://info.iconcommerce.com/get-retail-sync).
## Influencer Marketing: Driving Real Connections
[88% of marketers have raised influencer budgets in 2024 compared to the 59% increase the previous year](https://44948944.fs1.hubspotusercontent-na1.net/hubfs/44948944/linqia-state-of-influencer-marketing-2025.pdf?utm_medium=email&_hsenc=p2ANqtz-8NeBnY845yrZ09BLH0xLoDwTJzS-gy2oHdm4z3AE38YZV7izsoMp1HB7Q-ryZ3wAT4b-AGbysnHMh_cWdIRDVXcOjV8luehwcHrlkMeH2cIGhvs8s&_hsmi=327400893&utm_content=327400893&utm_source=hs_automation). Brands are increasing collaboration with both macro and micro influencers, driving higher conversions and stronger brand loyalty.
With [69% of consumers trusting recommendations from individuals more than brands](https://www.marketingdive.com/news/influencer-marketing-success-matter-study-2023/643310/), the effectiveness of influencers on authentic connections and cross-channel engagement is evident. Brands that embrace influencer marketing are positioned to strengthen their visibility and customer relationships in ways traditional advertising can't match.
## AI Enhancement: The Personalization Revolution
In 2025, AI will redefine personalization across Amazon, DTC, and retail. With [92% of businesses already capitalizing on AI-driven personalization to fuel growth](https://www.twilio.com/en-us/press/releases/sopr-2023#:~:text=To%20power%20even%20more%20sophisticated,personalization%20to%20drive%20business%20growth), this technology is turning static customer journeys into dynamic, adaptive experiences.
By analyzing data and mapping individualized paths, AI empowers brands to deliver hyper-personalized interactions at every touchpoint—whether through perfectly timed product recommendations on Amazon, tailored content in DTC channels, or curated in-store experiences. Embracing AI will be key to staying ahead of customer needs in the new year.
### Written by
## Robin Voter
Robin has nearly 20 years’ experience in content strategy, lead gen, and sales enablement, developing tools for agencies and clients like Dominoes, Pepsi, IKEA, Kroger, Deufol, and New York Blood Center, in addition to Icon’s roster. Before moving into Client Acquisition in late 2023, Robin came to Icon to launch the Strategy discipline and led the agency in developing new capabilities, deliverables, processes, and client opportunities.
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