Ecommerce Evolution

This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact).—Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!—Chapters: (00:12) Intro(01:11) YouTube is the missing piece for ecommerce growth(04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy(06:50) Examples of YouTube-powered brand growth (Dr. Squash,