Samantha Tillett

Samantha Tillett is a programmatic advertising and retail media specialist with over 15 years of experience building Amazon Ads and DSP strategies across global markets. As Global Director at Aleph Holding, she leads Amazon’s advertising partnerships in 23 countries, shaping go-to-market strategies and advancing the use of Amazon’s display and search technology in emerging regions.
Before Aleph, Samantha spent seven years at Amazon Advertising, where she launched and scaled the company’s first Pan-European Ad Tech team and global partner programs to accelerate DSP adoption. She regularly speaks at international e-commerce and ad-tech events, helping marketers navigate the Amazon Ads ecosystem and unlock full-funnel performance through data-driven media.

Presentation Title:
"Why The Google/Meta Duopoly Is Over, and How Amazon Now Controls Consumer Intent"

Amazon has evolved from a simple e-commerce platform into an "All-in-One Growth Engine" that now represents the true third pillar in the digital advertising landscape, challenging the traditional Google/Meta duopoly.

The core message is that Amazon is uniquely positioned to drive full-funnel growth because it captures high-intent shopper data at the point of decision, as 63% of product searches now start on Amazon.

In this session, we will discover how brands can leverage Amazon's unique consumer intent data—both on and off the platform—to achieve superior performance. Essentially, Amazon is the new strategic imperative for maximizing ROAS and total market reach.