The Agentic Future of Commerce Media | Skai's Jeff Cohen & Amazon's Jamie Fellows

Jeff Cohen, SVP of Marketing at Skai, sits down with Jamie Fellows, Director of Media Planning at Amazon, live from the Amazon Port at Cannes 2026. From the evolution of Amazon DSP's full-funnel capabilities to the underutilized power of Amazon Marketing Cloud, Jeff and Jamie break down how leading brands are moving beyond siloed search and retargeting. They cover how Brand+, Performance+, and Prime Video inventory are being used together as one connected motion; why AMC is shifting from a reporting tool to an audience activation engine; how first-party signals combined with Amazon data unlock incrementality measurement across channels; and how agentic AI — including Skai Studio and Celeste — is turning marketers from operators into builders. If you're running Amazon Ads, working in commerce media, or thinking about how AI agents will reshape your team's daily workflows, this conversation cuts through the noise. Chapters: 00:00 - Introduction 01:08 - Brand+, Performance+ & Retargeting: How Marketers Are Using the Full DSP 03:53 - Is the Market Catching Up? Silos vs. One Motion 06:30 - Unlocking Amazon Marketing Cloud's Full Potential 10:44 - Incrementality, Measurement Philosophy & First-Party Signals 13:54 - Building on Amazon Bedrock: What Agents Actually Do Week to Week 18:45 - Following One Audience & One Dollar Through the Full Journey 22:39 - Final Thoughts for Skai Customers & Brands Subscribe for more conversations with the leaders shaping commerce media. #AmazonAds #AmazonDSP #AmazonMarketingCloud #CommerceMedia #RetailMedia #AgenticAI