Amazon says more than 400M customers have used Alexa for Shopping in the last 12 months

As mass-market heavyweights Target and Walmart overhaul their beauty and wellness aisles to rival specialty powerhouses — and each other — large consumer packaged goods companies and independent labels are updating their retail playbooks. Specifically, they’re elevating their look and feel, reallocating their media spending, and rethinking their distribution strategies to best align with retail partners’ directions.