Amazon’s global marketplace is booming—especially in Europe. Now two retail media players are joining forces to help brands keep up.

Xnurta, an agentic AI-powered advertising platform, has announced a strategic partnership with Front Row, a global eCommerce agency and marketplace growth accelerator. The goal: accelerate AI-driven Amazon advertising and retail media performance across the EU, the U.S., and beyond.

The timing isn’t accidental. Amazon continues to anchor global eCommerce growth, with more than 127,000 EU-based sellers surpassing €15 billion in export sales worldwide in 2024—an increase of over €1 billion year over year. As marketplace competition intensifies, brands are searching for automation that doesn’t just optimize bids, but thinks strategically across borders.

That’s where this partnership comes in.

Agentic AI Meets Marketplace Expertise

Under the agreement, Front Row will integrate Xnurta’s agentic AI ad management platform into its service stack, giving client brands access to automated bidding, AI-driven campaign optimization, and performance analytics across retail media environments.

Xnurta’s platform focuses on “agentic” execution—AI systems capable of making autonomous, real-time decisions based on performance signals. In practical terms, that means dynamic budget allocation, automated bid adjustments, and campaign refinements designed to maximize return on ad spend without constant manual intervention.

Front Row, meanwhile, brings deep operational expertise across beauty, health and wellness, CPG, and lifestyle brands. With a footprint spanning the U.S. and Europe, the agency specializes in navigating regional complexities—from VAT rules and logistics to localized marketplace dynamics.

Pairing AI automation with human marketplace strategy aims to give brands a hybrid advantage: machine-speed optimization guided by on-the-ground expertise.

Why It Matters: Retail Media Is Getting Crowded

Amazon’s ad ecosystem has matured into a full-scale retail media powerhouse. Sponsored listings, DSP placements, and off-Amazon targeting are now table stakes for brands competing in saturated categories.

But as more sellers flood the platform, performance margins shrink. Brands expanding internationally face additional challenges:

• Language and localization nuances

• Region-specific competition and pricing strategies

• Different consumer behavior patterns

• Varying regulatory and tax environments

AI-driven bidding can react to data signals, but without strategic regional context, automation risks misalignment. The Xnurta–Front Row partnership attempts to bridge that gap.

For brands scaling across EU and U.S. marketplaces, that could mean tighter campaign control, faster iteration, and improved transparency into performance drivers.

The Bigger Trend: AI as a Retail Media Operating System

Retail media has become one of the fastest-growing segments in digital advertising. As platforms like Amazon expand sponsored inventory and analytics tools, agencies and tech vendors are racing to differentiate.

Many are layering AI onto existing dashboards. Fewer are building autonomous systems designed to manage complex, multi-marketplace campaigns at scale.

The concept of agentic AI—systems that act, not just analyze—reflects a broader shift in ad tech. Advertisers want automation that reduces operational drag while preserving strategic oversight.

By embedding Xnurta’s AI into Front Row’s global services, the partnership signals a move toward retail media operating systems rather than standalone tools.

For brands navigating increasingly competitive global marketplaces, that shift could be decisive.

As Amazon’s international ecosystem grows, winning won’t just depend on budget size. It will hinge on speed, intelligence, and the ability to adapt across borders in real time.

This partnership aims to deliver exactly that.

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