The Headwaters Lab is a commerce media consultancy built for brands that sell where the buying actually happens — Amazon, Walmart, Target, TikTok Shop, and the AI-driven shopping surfaces just now coming online.

Whether you're entering retail media for the first time or sharpening a program that's already live, we help you find the customers who've already decided to buy — and meet them there.

The best audience data isn't in your CRM. It's in the checkout flow.

what we do

Retail Media

Amazon, Walmart Connect, Target Roundel, and the rest — full-funnel strategy, execution, and optimization.

Emerging Commerce

TikTok Shop and the next wave of AI-native shopping placements, before they're mainstream.

DTC, Connected

Your own site folded into one measurable commerce strategy, not a separate silo.

who we work with

Growth-stage brands

Emerging CPG and consumer brands, typically $2-25M in revenue, entering retail media for the first time or struggling to find scale beyond the basics.

Established brands

Mid-size to enterprise brands with existing retail media spend who need sharper strategy, better measurement, or a partner to build internal capability.

Patterns we’ve seen — And Fixed.

Single-platform dependency

"We're on Amazon. We don't really know where else to go."

Brands that built real traction on one retail media platform often stall there — not because the next platform is harder, but because no one's mapped what transfers and what doesn't. We've taken brands from single-platform reliance to a coordinated presence across Amazon, Walmart Connect, and beyond.

Spend without strategy

"We're spending plenty. We're just not sure it's working."

A lot of retail media budget goes toward broad, low-intent placements because that's what's easy to set up — not what performs. We've rebuilt underperforming campaigns around high-intent terms and audiences, the moments where someone's actually ready to buy.

First launch

"We've never run retail media before. We don't know where to start."

Most retail media platforms are built for teams that already know how to use them. We've stood up first-time programs from scratch — structure, measurement, and a realistic first 90 days — for brands stepping into the channel for the first time.

where we stand on ai & AGENTIC commerce

The Headwaters Lab is founded on expertise — and we amplify that expertise with AI systems to make sure our clients work with smaller, dedicated teams vs. large teams with layers and silos that kill growth. We’re also keeping our ear to the ground for advancements in agentic commerce — which is coming, quickly.

Every major platform is racing toward checkout inside the conversation. OpenAI tried it first — then walked it back within months, after most users browsed but didn't buy. Amazon just launched its own version timed to Prime Day, starting small, with pizza and concert tickets, while it works out whether the model even converts.

Here's what we believe: in-chat checkout is still unproven. Product visibility inside AI assistants is not — it's already shaping what gets discovered before a customer ever clicks "buy." The brands getting this right aren't betting on which platform wins the checkout race. They're making sure their product data, feeds, and structure are accurate and machine-readable everywhere customers are asking AI for recommendations — Amazon, ChatGPT, Gemini, and whatever comes next.

We watch the infrastructure layer, not just the headlines. That's where the real advantage is right now.

how we work with you

  • We run the campaigns. This is the right fit when you need hands-on management of your retail and commerce media, with someone accountable to your performance numbers day to day.

    What this typically includes:

    • Campaign setup, management, and ongoing optimization

    • Performance reporting on a cadence that fits how your team operates

    • Direct accountability to the metrics that matter most to your business

    Best for brands who want this off their plate entirely, managed by someone who's done it before.

  • We build the playbook. This is the right fit when you have a team that can execute, but needs the strategy, structure, and judgment to do it well.

    What this typically includes:

    • Audit of current strategy, structure, and performance

    • A documented playbook your team can run on its own

    • Ongoing strategic check-ins as priorities and platforms evolve

    Best for brands building internal capability, not outsourcing it long-term.

  • Not sure which fits? Most engagements start with a conversation about where you are today — we'll tell you honestly which model makes sense, even if it's not the bigger one.