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18 Dec 2025
Modern Retail: How Amazon sellers are rethinking SEO for AI Search
For more than a century, Mars Wrigley has been synonymous with innovation — from electrifying chocolate production in the 1920s to transforming global snacking culture. Today, Mars is once again redefining what it means to stay ahead of technological change — this time, through AI and Generative Retail Search.
In partnership with Azoma, Mars Wrigley is pioneering how global brands can leverage Generative E-Commerce Optimization (GEO) to drive visibility, relevance, and sales in an era defined by AI-powered search engines and retail shopping assistants.
Since adopting Azoma, Mars Wrigley has accelerated its global approach to AI-driven retail discovery. The partnership has enabled:
✅ Optimized content generation at scale (PDPs, recipes, blogs etc)
✅ Clearer collaboration between content, PR, and digital commerce teams.
✅ Early-mover visibility on platforms like Amazon Rufus, Walmart Sparky, ChatGPT and Gemini
✅ A repeatable playbook for GEO success across global markets.
The inital pilot, on six already dominant brands, saw an average increase of 8% in search visibility in just four months, as per Bradley's comments to ModernRetail. In such competitive categories, this is worth tens of millions in additional revenue, and has paved the way for a much larger, global-scoped partnership between Mars Wrigley and Azoma.