Here are the 2025 brand winners and losers of tariffs

This story was first published by Digiday sibling Modern Retail.

Tariffs completely upended the retail industry in 2025 — and no company was left unscathed.

Last year, tariffs kicked in at their highest rate since the Great Depression, with the United States’ effective tariff rate hitting above 17% in August. The beginning of the year started with chaos, as, seemingly every week, there was an announcement of some new tariff that would be levied against China or Mexico or Canada.

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Pitch deck: How Amazon is emerging as the proof layer for TV spend

Amazon is becoming the easiest place to make TV spend defensible inside organizations and is emerging as the proof layer for television — not necessarily the default buying layer.

Amazon’s pitch to advertisers goes beyond just inventory, positioning itself as the “first-stop shop” for planning, buying, optimizing and measuring TV, while marketing authenticated, logged-in household reach as the new TV currency, as seen in a recent pitch deck shared with Digiday.

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