As you develop this year’s marketing strategies, here are four consumer trends to keep in mind:

1. Consumers will further embrace AI when making purchases: 56 percent of online shoppers are comfortable using AI-integrated tools to buy products and services. You can use AI to help provide price comparisons, deal alerts, support, and tailored recommendations.
2. The effects of inflation will spark new shopping habits and attitudes: In 2024, one in three consumers spent less due to inflation. Brands can embrace evolving shopping practices by demonstrating support and empathy across messaging touchpoints and finding ways to reward fiscally conscious shoppers in the new year.
3. Longform and shortform content will compete for attention: Marketers should take a balanced approach, using both short and longform content to reach broader audiences and better engage customers in an ever-changing media landscape.
4. Trustworthiness will be the baseline for influencer marketing: Trust is more important than discount codes or exclusive deals in influencer marketing. Influencers are even more important to successful marketing strategies for brands seeking to engage younger adult consumers. Nearly half of Gen Z makes purchases based on influencer recommendations.

To learn more about these trends and Amazon advertising solutions, go to advertising.Amazon.com.