Author: Allison Smith

This story was first published by Digiday sibling ModernRetail

Amazon will impose a 3.5% fuel and logistics surcharge on merchants’ fulfillment fees beginning April 17, as rising fuel costs tied to conflict in the Middle East pressure supply chains.

“Elevated costs in fulfillment and logistics have increased the cost of operating across the industry. We have absorbed these increased costs so far,” the company wrote in an announcement to sellers. “When costs remain elevated, we implement temporary surcharges on our fulfillment fees to recover a portion of the actual cost increases we are experiencing.”

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Between the Super Bowl, 2026 Winter Olympics and FIFA World Cup, there is no shortage of sports marketing opportunities this year. But global ad spend has increased, and brands like Grey Goose, John Deere and Lavazza coffee brand are investing in pre-existing, long-standing partnerships instead of chasing this year’s live sports calendar.

Blame it on the price tag. 

‘Keeping the coin purse very close’

“Clients are keeping the coin purse very close because of just the nature of the world,” said Luis Velasco, media planner at Media by Mother, referring to ongoing geopolitical conflict and economic headwinds. There’s interest in live sports, he said, but some clients need to be convinced of the return on investment before committing ad dollars.

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