In this episode, the host Kiri Masters explores the implications of Amazon's Alexa Plus on brand strategies and product discovery. Building on Kiri's Forbes post, the discussion focuses on a recently uncovered patent that signifies a shift from keyword-based search optimization to attribute-based product identification. We delve into the critical steps brands must take to adapt, including thoroughly documenting product attributes, using conversational language, providing comprehensive technical specifications, and strengthening brand recognition. The episode also touches on the potential challenge for new products due to the reliance on historical data and user behavior in recommendations. The episode concludes with actionable steps for brands to optimize for voice-powered discovery.

Read Kiri's full post on Forbes.com: 'Amazon’s New Alexa+ Forces Brands To Rethink Their Marketing Strategy' : https://www.forbes.com/sites/kirimasters/2025/03/14/amazon-alexa-forces-brands-to-rethink-their-marketing-strategy/

Link to the Alexa+ patent analysis from Andrew Bell: https://poe.com/preview/R2HE3bO3PUhfXlkLuoS0

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CHAPTERS:

(00:00) About Today's Topic
(00:16) About the Show
(00:37) Introduction to the Episode
(01:07) Amazon Alexa Plus Patent Overview
(02:39) Implications for Brands
(03:57) Key Imperatives for Brands
(05:45) Brand Recognition in Voice Search
(07:15) Historical Data and User Behavior
(09:01) Preparing for Voice-Powered Discovery
(10:25) Future of Ads in Voice Search
(10:45) Conclusion and Future Insights
(11:01) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

YouTube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb