As 2025 draws to a close, we’re looking back at a landmark year of innovation, global expansion, and award-winning partnerships. From celebrating our 5th anniversary to redefining how we use AI, here are the highlights of our journey.
🎂 5 Years of Solving Real Business Problems
We kicked off the year by celebrating a half-decade of Amerge. Since day one, our mission has been to turn complex data into actionable growth for our clients.
“Amerge was founded 5 years ago on the guiding principle that innovation should solve real business problems. From day 1, Amerge View, our proprietary dashboard has integrated real time sales data for our clients alongside their advertising metrics. This step alone helped clients understand how their media was impacting their sales. 5 years later we are continually innovating for our clients and my favorite innovation this year is our solution around incrementality. The media world is becoming more and more cluttered, and clients are questioning if their advertising is having any impact on their sales, or would those sales have happened organically? We have cracked the code on analyzing and implementing true incremental impact and it is changing the game!” — Anna Atkin, Managing Director-US
🎤 A Bold Presence at OMR 2025
Our team took to the stage in Hamburg to share insights on scaling brands across the European landscape.
“Proud moment watching our team deliver a flawless Masterclass on how to scale across Europe — huge shoutout to Fred Pearce, Caterina Faba, and Max Rottenaicher 👏 It was also my first time hosting a panel (and yes, I loved having the mic 🎤). I had the privilege of sharing the stage with two fantastic guests — Rina Yashayeva and Toby Shelley — who made the conversation sharp, honest, and bold. Can’t wait for the next.” — Will Fisher, Co-Founder & CCO
🥨 The Oktoberfest Summit
For the third year running, our Munich office became a hub for industry leaders to exchange best practices and look toward the future of retail media.
“For the third year in a row we were hosting in our Munich office our yearly summit for clients and those interested in Amerge on which we give updates about our products and services, share case studies, best practices, and in general knowledge from the industry. As in previous years, we had again exciting guest speakers joining us. On the one hand Corinna Hohenleitner from BVDW who gave us an update about the state of retail media in 2025. Stefan Christoph from AWS who spoke about: AI. And then as part of our Amerge Keynote also Marco Dohmen and Chanelle Urquico from our partner Triplelift. Thank you all for sharing your valuable insights with us.” — Max Rottenaicher, Managing Director for Amerge Germany
💙 Introducing a New Company Value: Freedom & Responsibility
During the Amerge Offsite, we introduced a new pillar to our company culture. “Freedom and Responsibility” now joins our core values: Be Human, Low Blame/High Analysis, Flow State, Room to Breathe, and Be Frugal.
“Freedom is being empowered to make independent data-led decisions at all levels. Responsibility means using that freedom wisely – making choices that benefit your team, our customers, and the company as a whole.” — Will Fisher, Co-Founder & CCO
🤖 Accelerated Through AI
AI isn’t just a buzzword at Amerge; it’s baked into our semantic data modeling, allowing us to deliver insights that “off-the-shelf” models simply can’t match.
“AI is at the forefront of all operations within Amerge. We’re empowering our Account Managers to pull instant reports through our proprietary LLM integration combined with our semantic data modelling. We’re utilising the 6 years of advanced Amazon Ads campaign structures and reporting built through Amerge Engine and Amerge View which drive accuracy and value in the outputs provided. Off the shelf solutions lack context on your brand meaning insights are both more generic and require considerable prompt engineering to deliver actionable and useful insights. Our semantic data model means our GenAI reporting platform understands your brand from day one.” — John Doyle, Co-Founder and CEO
🏆 Performance Optimization Award
Our partnership with e.l.f. Cosmetics reached new heights this year, resulting in a prestigious industry win.
“This award is a huge endorsement of what we have achieved over the past 16 months. Delivering significant growth for e.l.f. Cosmetics in Europe, including taking them to #1 in UK and #2 in DE for Mass Cosmetics within the first 3 months of our partnership. Overall a massive undertaking, and absolutely a team effort from start to finish,” — Toby Shelley, Senior Global Category Lead
⚙️ Tech and Analytics Highlights
In 2025, we scaled our infrastructure and refined our data storytelling to provide even deeper value to our clients.
“In 2025, we transformed our internal tools into Amerge Engine. A scalable platform that standardizes how we build, test, and deliver innovation across Amazon Ads, our Billing Platform, and soon DSP as well.” — Peter Nic, Software Development Project Manager
“This year, our Analytics team focused on making reporting faster, more reliable, and easier to use, delivering major performance and refresh improvements across Amerge View. We also strengthened campaign planning through expanded AMC audience capabilities and a clear activation playbook, while laying the groundwork for generative AI to drive even clearer insights in 2026.” — Michael Gill, Analytics Team Lead
🔭 Looking Forward to 2026
As we look to the horizon, the road ahead with Amazon Ads is filled with opportunity.
“As Amazon Ads ambitiously marches into 2026 with goals to align API technology behind Sponsored Ads and DSP, streamline both platforms while deepening their targeting capabilities, enhance AMC and DSP data management, bring more AMC features natively into the advertising consoles, and democratise access to video with generative tools, we wish you all a fantastic year full of new creative ideas on how to adopt this ever-growing arsenal of capabilities for your success on and off Amazon.” — Vitaly Dmitriev, Co-Founder & Chief Product Officer
Your Partner, not just a Platform.
““The market has changed dramatically since we started back in January 2020. Gen AI didn’t exist in any meaningful way – ChatGPT, Gemini and Claude were nowhere to be seen. Amazon was widely perceived as a retail platform, not a media one. AMC wasn’t available, and we relied on far more restrictive metrics to measure performance. Fast forward six years and it’s arguably the most powerful moment yet for brands and advertisers to leverage Amazon’s data, media, and marketing capabilities. As an agency, our video engagement is up 300% YoY from 2024-2025. Prime Video played a huge role in accelerating that shift, while AMC became a real catalyst for building brand trust in the upper funnel. The New Year is always a moment to reflect: how we spend our time, how we stay ahead of technology, and how we balance core values with a rapidly evolving marketplace. Our recent mantra: Amerge: We’re a partner, not just a platform. That belief only becomes more critical as we move into 2026. Our tech is about to take a significant leap forward, but it all starts in the same place: solving real problems for our partners through deep relationships and smarter, more efficient ways of working.” — Will Fisher, Co-Founder & Chief Commercial Officer
Thank You for an Incredible 2025
What a journey it has been. This year wasn’t just about reaching milestones; it was about the people, partnerships, and persistence that made them possible. Whether it was cracking the code on incrementality, winning awards with our partners, or launching Amerge Engine, everything we do is driven by our commitment to solving real business problems.
To our clients, partners, and the entire Amerge team—thank you for being part of our story. We are heading into 2026 with more momentum, more data-led insights, and more passion than ever before.
Here’s to another year of growth and setting new standards together! 🥂
