[18:32] MrBeast Shows the Power, and the Risk, of Creator Commerce — Carly unpacks Amazon’s partnership with MrBeast on Beast Games, a first-of-its-kind creator-led competition series. While the partnership drew massive engagement, it also marked a strategic shift: letting creators bring their brand equity into Amazon’s media universe. Carly emphasizes that this is more than a sponsorship, it’s a test case for how brands can integrate into creator-driven narratives that already command trust and loyalty. As creator commerce matures, marketers must assess not just reach—but relevance, resonance, and risk.

[26:45] Pause-to-Shop Turns Passive Viewers into Active Shoppers — Amazon Ads is making streaming media shoppable, without breaking the moment. One standout example comes from the hit show The Summer I Turned Pretty, where viewers could pause a beach scene and get travel recommendations from Booking.com. The feature didn’t interrupt the story—it enhanced it. For brands, this represents a future where product discovery happens naturally within content, blurring the line between entertainment and ecommerce.