Xnurta, an agentic AI-powered ad management platform, has announced a strategic partnership with Front Row, a global eCommerce accelerator and marketing agency. The collaboration aims to help brands accelerate AI-driven Amazon advertising and retail media performance across the US, EU, and beyond.
As Amazon’s marketplace continues to expand—especially in Europe—brands face growing competition and operational complexity. This partnership brings together Xnurta’s automation technology and Front Row’s marketplace expertise to support brands seeking to optimize their advertising at scale.
Short on time?
Here’s a quick look at what’s inside:
- What’s the Xnurta–Front Row partnership about?
- How does agentic AI change Amazon advertising?
- Why this matters for marketers
- Competitive context and market trends
What’s the Xnurta–Front Row partnership about?
The partnership will see Front Row integrate Xnurta’s agentic AI ad management platform into its global service stack. This move gives Front Row’s client brands access to automated bidding, AI-driven campaign optimization, and performance analytics across Amazon and other retail media environments.
Front Row specializes in helping brands in beauty, health & wellness, CPG, and lifestyle sectors grow across Amazon, D2C, and retail channels. With offices in the US and Europe, the agency brings regional expertise to help brands navigate local regulations, logistics, and marketplace dynamics.
Xnurta, meanwhile, is known for its AI Copilot, which powers millions of bidding decisions per day and supports thousands of brands and agencies. The company has won the Amazon Technology Innovation Award multiple times and reports significant improvements in return on ad spend (ROAS) for its clients.
Celi Anindia
How does agentic AI change Amazon advertising?
Xnurta’s platform is built around “agentic” AI—systems that can make autonomous, real-time decisions based on live performance data. For marketers, this means:
- Automated bid adjustments: The AI dynamically allocates budgets and optimizes bids to maximize campaign performance.
- Performance insights: Marketers get transparent analytics and actionable recommendations without manual data crunching.
- Faster iteration: Campaigns can be refined and optimized in real time, reducing operational drag and enabling quicker responses to market changes.
By combining Xnurta’s automation with Front Row’s human strategy, brands can benefit from both machine-speed optimization and local market expertise.
Why this matters for marketers
Amazon’s retail media ecosystem is more competitive than ever, with sponsored listings, DSP placements, and off-Amazon targeting now standard for brands. As more sellers enter the space, performance margins shrink and the need for smarter, faster campaign management grows.
For brands expanding internationally, challenges include:
- Navigating language and localization
- Adapting to region-specific competition and pricing
- Understanding different consumer behaviors
- Managing regulatory and tax differences
The Xnurta–Front Row partnership aims to address these challenges by pairing AI-driven automation with strategic, regionally informed execution. Marketers can expect tighter campaign control, improved transparency, and the ability to adapt quickly across borders.
Competitive context and market trends
Retail media technology is a rapidly growing segment, with established players and new entrants offering AI-driven campaign management and analytics. Competitors in this space include Pacvue, Skai, Perpetua, and Quartile.
The broader trend is toward retail media platforms acting as operating systems for brands—moving beyond dashboards to autonomous systems that manage complex, multi-marketplace campaigns. As Amazon and other platforms expand their advertising offerings, the ability to combine automation with strategic oversight is becoming a key differentiator.
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