Week 25 - Amazon Prime Day Moves to June, AI Trust Problems, and Shopify Hits $100B GMV

MaxWelcome to The Checkout Point, your quick dive into this week's e-commerce buzz with me, Alex, powered by Blicket. These 20 minutes pack the latest trends, news and insights. Let's navigate the digital marketplace together. Ready? Let's go!

RachelWelcome back to the Checkout Point. I'm Max, here with Rachel, and we have a packed episode today.

Speaker 3Really packed. Like, we had to cut stuff. That's a good sign.

RachelOh, is a good sign. So, okay, quick housekeeping. Prime Day is officially happening June 23rd through the 26th this year.

Speaker 3Wow.

RachelAmazon moved it up, and Walmart, Target, Kohl's, everyone's throwing a sale event at the same time.

Speaker 3It's basically a retail thunder drum out there right now.

RachelExactly. And we've got a lot to say about that.

Speaker 3We do. But the thread running through almost everything today is AI. PYMNTS had a piece this week asking whether Checkout is basically becoming AI's new front door, and honestly, it framed the whole conversation for us.

RachelRight. And then Stratix Corp drops a report saying 90% of retailers claim they're using AI?

Speaker 3But almost none of them are actually ready to run it at scale.

RachelWhich, I mean, come on, that gap is wild.

Speaker 3Shocking. Truly shocking.

RachelAnd then there's Shopper Trust. TrustedSite put out their 2026 research showing AI is actually making consumers less confident, not more. So we'll dig into what's driving that.

Speaker 3Not all doom, though. Shopify just turned 20, crossed $100 billion in GMV in a single quarter.

RachelIn one quarter. One.

Speaker 3Yeah, and we've got a case study on how merchants are actually using it as a growth engine, not just a storefront. storefront. But, and there's always a but, inflation's sitting at 4.2% right now, freight costs are up, and that complicates the rosy numbers pretty fast.

RachelSo we'll also get into how Burlington and Tractor Supply are handling that on the supply chain side. Different strategies, both pretty interesting.

Speaker 3Alright, let's start with the big retail slowdown, Amazon, June, and a whole lot of competition.

RachelThree easy ways to get your questions to us. Check the description for our web form, text us at 747-293-4612, or call the same number to leave a voice question. However you reach out, we can't wait to hear from you. All right, so Prime Day, except it's not July anymore.

Speaker 3Yeah, June 23rd through the 26th, Amazon flipped the whole summer retail calendar.

RachelAnd the wild part is they're being super cagey about why. Like the official line from Jamil Ghani, their worldwide VP of Prime, is basically the World Cup is happening in July, so shoppers want to stock up early.

Speaker 3The World Cup, that's the reason.

RachelI mean, come on. That's the reason they're moving a multi-billion dollar event? And?

Speaker 3Look, I don't buy it, not fully. Mashable dug into this and laid out what Amazon has said and, more importantly, what it hasn't said. And what's not said is pretty loud.

RachelRight, because you've also got Walmart and Target both launching their own competing June sales. PYMNTS reported on this Friday. Amazon, Walmart, Target, Kohl's, Staples, all of them now have overlapping promotions in June.

Speaker 3So three mega retailers all screaming... I mean everything's on sale at the exact same time?

RachelIt's like Black Friday had a summer fling and nobody told the calendar.

Speaker 3Very romantic, but here's my actual question: does flooding June with competing sales events lift total spending or do they just cannibalize each other?

RachelThat's the thing I keep coming back to.

Speaker 3Because I've seen this before: you compress the discount window, you train shoppers to wait for deals, and suddenly your margins are just... thinner all summer.

RachelYeah, and nobody's talking about that. Everyone's celebrating the big sale announcement, but the ROI question is hanging right there.

Speaker 3Exactly. And from Amazon's perspective, moving Prime Day earlier could also just be about locking in consumer attention before Walmart and Target can set the tone for the summer.

RachelThat tracks.

Speaker 3It does. Competitive positioning is real, but I'd want to see what the actual conversion data looks like after. After.

RachelFair enough. So while we're on Amazon being aggressive, Rachel, did you catch the India story?

Speaker 3Oh, yeah. The Times of India had this yesterday. Amazon is describing what's happening in India right now as its most aggressive expansion phase ever.

RachelAnd the numbers back that up. They've already put $40 billion into India and now they're committing another $35 billion by 2030.

Speaker 3$75 billion total into one market. Mark seventy-five

Rachelbillion in India across eCommerce, quick commerce, AI, exports, the whole stack.

Speaker 3That's not a bet, that's a conviction.

RachelYou know what I mean? That's Amazon saying, we think this market is going to be enormous and we want to already be embedded when it hits.

Speaker 3And quick commerce specifically is interesting there. Same-day, sub-hour delivery. They're building the infrastructure now so they're not playing catch-up in five years.

RachelSmart. Painful in the short term on margins, but smart.

Speaker 3Bold of you to assume they care about short-term margins.

RachelFair point. Amazon's whole playbook is we'll make money eventually.

Speaker 3And somehow it keeps working.

RachelOkay, so one more Amazon thing before we move on, because I think it actually connects to a bigger story. PYMNTS covered this Thursday. Amazon added an AI image search tool directly into the shopping app.

Speaker 3Walk me through it.

RachelSo, you start typing a description of something you want to find, and the app generates images in real time as you type. You pick the image that looks closest to what you're imagining, and boom, it surfaces products matching that.

Speaker 3So it's solving the vocabulary problem.

RachelExactly. PYMNTS framed it perfectly. The shopper who doesn't know the word cowl neck or can't remember what rattan means, those people have always been the hardest to convert.

Speaker 3Because if you can't describe it, search doesn't find it.

Speaker 4Dead.

Speaker 3And you leave empty handed.

RachelRight; or you buy the wrong thing and return it, which is a whole other cost problem.

Speaker 3From a pure CRO standpoint, solving the vocabulary gap at the top of the funnel is actually a really smart move. Fewer dead-end searches means more sessions that convert.

RachelAnd it's one of those fixes where you go, why didn't this exist five years ago?

Speaker 3Because the AI wasn't good enough five years ago. Now it is.

RachelOr is it? Like Amazon is rolling this out, retailers everywhere are talking about AI, but there's a real question of whether the technology is actually ready to perform at scale. If it's scale, or if we're just in the announce it phase.

Speaker 3That's a big gap between what retailers say they're doing with AI and what's actually running reliably in production.

RachelAnd the data on that is not super flattering.

Speaker 3No, it's not, which makes you wonder.

MaxWonder if even a company like Amazon is still figuring out where AI actually moves the needle versus where it's just a press release, what does that say about everyone else?

RachelRight. And what does it mean for the shopper on the other end who's starting to notice something feels off? So that AI readiness question Max raised, Stratix Corp put some numbers on it, and the gap is pretty eye-opening.

MaxRight. Like how bad are we talking?

RachelNinety percent of retailers say they're using AI, nine zero, but Stratix Corp found that far fewer actually have the infrastructure to run it at scale.

MaxSo everyone's claiming AI on their investor deck, but the stores are still running on vibes.

RachelPretty much. And it's not just a tech problem, it's an execution problem at the store level. The edge is where it falls apart.

MaxYeah, that tracks. I've seen this with clients. They'll roll out some AI-powered personalization tool and then wonder why it's not moving the needle. The back end just isn't set up for it.

RachelExactly. And here's where it gets uncomfortable. There's also a trust problem on the consumer side.

MaxWait, like shoppers don't trust AI?

RachelTrustedSite published their 2026 State of eCommerce Trust research, and yeah, AI is actually hurting shopper confidence. Consumers are growing more skeptical about AI-generated content and AI interactions.

MaxNo way, so we're deploying more AI and shoppers are trusting us less?

RachelThat's the irony. You're spending money on tools that are actively spooking your customers.

MaxI mean, I get it, though. You've probably noticed this. You land on a product page and the description reads like it was written by a robot having an existential crisis, like 15 bullet points all saying the same thing.

RachelYes, and customers notice they're not dumb.

MaxSo the trust gap is real. But, and I'm going to push back a little here, does bad implementation mean AI is broken or does it mean people are just doing it wrong?

RachelI'd say both, honestly. The tech isn't the issue, the rollout is.

MaxRight, because there are examples of AI actually working. PYMNTS had this piece on checkout, how AI agents are starting to own the entire checkout flow, not just assist but actually run it.

RachelThe agentic checkout thing.

MaxYeah, and from a CRO standpoint, that's wild to think about. An agent that knows your purchase history, your preferences. Biz can pre-fill everything, handle objections? Like, that's the dream checkout experience.

RachelI don't disagree on the potential, but what's the actual conversion impact? Because I've seen plenty of dream checkout tools that added friction instead of removing it. Fair. The PYMNTS piece framed it as checkout becoming AI's new front door. The idea being that whoever controls the checkout moment controls the relationship.

MaxThat's a big claim.

RachelIt is. But think about it. If an AI agent is doing your shopping for you, the brand you interact with isn't really the retailer, it's the agent.

MaxWhich means retailers lose the direct consumer relationship. That's a margin and loyalty problem, not just a tech story.

RachelExactly. And then there's the content side. The National Law Review covered a company called PixPix that just launched an AI agent handling the entire eCommerce content workflow. Product descriptions, images, the whole pipeline. Autonomous.

MaxAutonomous how? Like no human in the loop?

RachelThat's what they're claiming. Full pipeline.

MaxOkay, so on one hand that solves a real cost problem. Content at scale is brutal. On the other hand, if your content is AI-generated and shoppers are already skeptical of AI content,

RachelYou're feeding the trust problem.

Maxyou're feeding the trust problem, Exactly.

RachelIt's like, the efficiency gain is real, but you might be trading it for conversion rate. Which, I mean, that's my whole world. I'd want to A/B test that aggressively before going all in.

MaxThat's the ROI question nobody's asking loudly enough. What's the cost of a skeptical shopper who bounces because the product page feels off?

RachelAnd it's hard to measure because it shows up as lost sessions, not as a line item.

MaxRight. It's invisible on the P&L until it isn't. I don't know.

RachelSo what does good look like here? Is there a version of AI in retail that actually works and builds trust?

MaxI think the stores getting it right are using AI where humans aren't watching. Routing, logistics, inventory. Behind the scenes, not front-facing content that customers read and judge.

RachelYeah, yeah, like Tractor Supply and they're using AI to build delivery routes to scale last-mile logistics. That's not something a shopper ever sees. It just means their package shows up on time.

MaxAnd that builds trust without ever saying the word AI. AI.

RachelWhich is maybe the whole lesson.

MaxNinety percent deployment, a fraction of that actually working well. The retailers threading this are the ones treating AI as infrastructure, not marketing copy.

RachelAnd honestly, that story connects to something bigger. Who's building the infrastructure that actually helps merchants execute all of this well? Which, speaking of merchant infrastructure...

MaxShopify just crossed some pretty significant milestones 20 years in, and the numbers are telling a very different story than the AI. than the AI hype cycle.

RachelYeah, very different energy. Okay, so shifting gears, can we just take a second for Shopify's birthday?

MaxLaughing 20 years old.

Rachel20 years! Started as a snowboard shop side project, Tobi Lütke literally built it to sell snowboards. And now, according to Jason Lemkin over at SaaStr, they're processing more than $100 billion in merchant sales in a single quarter.

MaxA single quarter.

RachelOne quarter. And they're running at $13 billion plus in ARR. That's wild, right?

MaxI mean, the ARR number is the one that gets me.

RachelMm

MaxThat's

Rachel-hmm.

Maxnot flash sale volume. That's recurring subscription revenue from merchants who are all in on the platform.

RachelRight, right. And that's the story nobody tells about Shopify. It's not just a storefront tool anymore. It's where independent commerce is concentrating.

MaxYeah, and I keep coming back to what that actually means for merchants on the platform. platform. Like the GMV number is exciting, but the real question is, are merchants winning too?

RachelOh, that's a good segue because Shopify themselves published a case study on Pulsetto. It's a wellness brand, and they specifically framed it as turning Shopify into a growth engine, not just a place to take orders.

MaxRight, and that framing matters because I've worked with merchants who treat their platform like a cash register. You ring it up, money comes out, done.

RachelAnd then they wonder why they're not growing.

MaxExactly. Pulsetto's approach, using Shopify's ecosystem to actually drive growth, not just process transactions, that's the difference between a storefront and a business operating system.

RachelIt's like the difference between having a gym membership and actually going to the gym.

MaxThere it is, yeah.

RachelBut here's what I think the 100 billion GMV number really signals. Merchant activity is consolidating. The mid-market and even some enterprise players are saying, why build custom infrastructure when Shopify does this already?

MaxAnd Shopify keeps expanding what this means. The April POS roundup they dropped on Monday, new in-store features, efficiency improvements, they're not letting the physical retail side sit still either.

RachelSo you've got 100 billion dollar quarters. $13 billion plus in ARR,

MaxWow.

RachelPOS expansion, and they just turned 20. That's not a startup anymore.

MaxNah, that's infrastructure.

RachelExactly.

MaxBut, and I want to be the buzzkill here for a second,

RachelPlease.

Maxthe merchants powering those numbers are operating in a cost environment that is getting harder. Inflation just hit 4.2% according to a piece from Jim Tyson, driven by war-related energy spikes. That's flowing directly into freight and fulfillment.

RachelRight. GMV looks great on the dashboard. Margins are a different conversation.

MaxAnd for a Shopify merchant, your platform fee is the easy part. It's the freight bill that's quietly eating your margin.

RachelSo the platform can be firing on all cylinders and you're still getting squeezed at the logistics layer.

MaxWhich is actually where we're seeing some interesting moves from bigger retailers, locking in freight. Freight contracts using AI for last-mile routing, trying to get ahead of exactly that squeeze.

RachelAnd that's a whole different kind of AI story than we were talking about earlier. Not does the shopper trust it, but is it actually cutting my delivery cost?

MaxYeah, the operational AI versus the experience AI. The ROI there is a lot more measurable.

RachelBurlington, Tractor Supply, there are some concrete examples of retailers doing this right now. Now

MaxAnd the numbers are actually interesting. Let's get into that.

RachelSo Rachel already flagged the margin squeeze heading into this. Let's actually look at what retailers are doing about it.

MaxRight, and the number that keeps coming up is that inflation reading. Jim Tyson reported it hit 4.2%,

RachelWow.

Maxdriven by war-related energy price spikes. That's not abstract. That's showing up directly in freight and fulfillment costs right now.

Rachel4.2. Like, that's not a rounding error. That's real pressure on every retailer trying to move. and move product.

MaxExactly. And you're seeing two very different responses. Burlington's move is interesting. They're locking in ocean contracts proactively to get ahead of elevated freight costs. Supply Chain Dive covered this. Their chief supply chain officer, Greg Schultz, is also increasing cargo density, more product packed per shipment, both inbound and outbound.

RachelSo they're basically hedging, right? Like lock-in pricing now before it gets worse. worse.

MaxExactly. It's the same logic as a fuel surcharge hedge: you're giving up some upside to protect your floor. And for an off-price retailer like Burlington, margin discipline is the whole game. If your freight costs blow up, your pricing model falls apart.

RachelThat makes sense. They can't just pass costs to the consumer the way a premium brand might.

MaxNot really, no.

RachelOkay, but then there's Tractor Supply doing something completely different. different. Max Garland reported they're using AI to actually build and optimize last-mile delivery routes, and their store managers are using it directly.

MaxThat's the part I find compelling. It's not AI in the boardroom. It's AI at the store level, which is where execution actually breaks down.

RachelThat ties straight back to what we talked about earlier, the gap between retailers saying they use AI versus actually running it where it counts.

MaxRight. And last mile is brutal. It's the most expensive, most unpredictable part of the delivery chain. If Tractor Supply's managers are building smarter routes and that's measurably cutting cost or improving delivery windows, that's the ROI story most AI pilots never actually tell.

RachelAs opposed to, like, we integrated AI and then pointing at a chatbot that apologizes in five languages.

MaxYeah, exactly. Look, what Burlington and Tractor Supply are doing is... is different in method, but the underlying problem is the same. How do you protect your margins when freight costs are elevated and inflation is eating into consumer purchasing power at the same time?

RachelAnd there's no single answer. One's contracting smarter, one's routing smarter.

MaxWhich is kind of the point. In an environment like this, the retailers who survive aren't waiting for conditions to stabilize. They're building the systems now.

RachelConcrete moves over wishful thinking? King, I'll take that.

Speaker 3Every time.

RachelAll right, that's a wrap on this one. What a week for e-commerce.

MaxSeriously, from Prime Day's surprise June move to Shopify hitting $100 billion in GMV in a single quarter, there was a lot to chew on.

RachelAnd my personal highlight? The trust paradox. You've got 90% of retailers claiming they're using AI and then TrustedSite's research showing shopper confidence is actually going down because of it.

MaxThat one stuck with me too. It's the gap between announcing AI and and actually running it well. Stratix laid that out pretty clearly.

RachelRight, you're spending money on tools that are actively spooking your customers. That's a rough ROI.

MaxYeah, not the KPI you want.

RachelSo if there's one thing to take from today, trust is the actual conversion driver. Everything else is just infrastructure.

MaxBuild the trust, then build the tech around it.

RachelExactly. Hey, if you got something out of this episode, do us a favor. Hit subscribe and drop a review. It genuinely helps more people find the show.

MaxWe read them every one.

RachelThanks for spending time with us today. We'll see you next week at the Checkout Point.

MaxSee you then.