National Retail Federation (NRF) 2026: Retail’s Big Show – Amazon Web Services Preview

Retail’s Big Show Returns: Join Amazon Web Services (AWS) at NRF 2026!

The National Retail Federation’s annual trade show, NRF 2026: Retail’s Big Show, brings together approximately 40,000 attendees from across the globe to network and discuss the biggest issues and latest trends in retail. This premier industry event attracts representatives from 19,000 retail, consumer goods, and restaurant companies, spanning over 6,000 brands across 98 countries.

Explore everything that AWS will showcase at NRF 2026 on our event page and learn about some of the key highlights below.

Featured Technology Demonstrations

Visit our booth to experience The Luggage Lab, an agentic production innovation experience. Product innovation is vital to retailers, consumer goods companies, and restaurant brands with roughly 97% of retailers acknowledging its importance to their future. Yet many struggle with implementation, evidenced by only 22% of of U.S. retailers having dedicated innovation teams. Learn how agents can help companies accelerate product development through multi-agent orchestration showcasing research, design, and costing while building a piece of luggage.

There’s much more for you to see as you visit the following neighborhoods, each showcasing AWS, Amazon, and AWS Partner Demos:

Supply chain and operations

Experience how AI enables supply chain resilience and agility while reducing costs through Amazon Bedrock, Amazon AgentCore, Amazon Quick Suite, and Supply Chain solutions that help manage disruptions and operations. Highlighted demos include:

• Design smarter supply chains with agentic AI decision making
• Autonomously resolve ERP exceptions with agentic AI

Omnichannel commerce

Discover AI-powered frictionless consumer experiences across digital and physical channels featuring Amazon Nova Canvas for virtual-try-on experiences, Amazon Bedrock for conversational commerce, and Just Walk Out technology by Amazon for frictionless checkout. Highlighted demos include:

• Visualize products with virtual try-on featuring Amazon Nova Canvas
• A suite of demos showcasing how retailers can prepare for agentic commerce

Product innovation and merchandising

See how AI transforms the entire product lifecycle using Amazon Bedrock and Amazon Nova for automated product descriptions and content generation. Also, see how Amazon Quick Suite works for business intelligence. Highlighted demos include:

• Intelligent product attribution and personalization with AI
• Trade Promotions Manager powered by Amazon AgentCore

Marketing and advertising

Elevate customer experiences and marketing performance using a full range of AI technologies, combining the personalization power of Amazon Personalize, generative capabilities in Amazon Connect, modeling tools in Amazon SageMaker, and campaign optimization with Amazon Bedrock. Highlighted demos include:

• Deliver personalized, dynamic in-store ad content
• Accelerate marketing effectiveness with AI agents

Featured Amazon Partners

Connect with our Amazon team of experts to learn more about the latest in retail innovations.

Featured AWS Partners

Connect with industry-leading AWS Partners driving innovation with modern technology.

Discover all AWS Industry Partner solutions featured by AWS at NRF 2026.

Learn more »

Thought Leadership

Join us for several thought leadership sessions showcasing the latest customer stories throughout the event.

Feature Session
AWS and PepsiCo: Accelerating AI-driven transformation from customer service to supply chain innovation
Sunday, January 11 | 10:30 – 11:00 AM EST (Mirakl Stage)

PepsiCo and AWS have forged a multi-year partnership to accelerate PepsiCo’s digital transformation across its global operations. As an agentic-first enterprise, PepsiCo is applying AI and advanced analytics to optimize decisions and processes—enhancing consumer experiences, transforming customer sales & service, and streamlining operations across its global food and drink portfolio. Join Dave Dohnalik, SVP Technology Strategy and Enterprise Products at PepsiCo, and Kris Satterthwaite, GM and Head of Sales (US Retail, Restaurants, and CPG) at AWS, as they discuss recent AI highlights and how agentic AI is shaping PepsiCo’s innovation roadmap.

AWS Big Ideas Sessions
AI meets home services: Taskrabbit’s integration with Alexa+
Sunday, January 11 | 1:00 – 1:30 PM EST (Expo Stage 4, Level 1)
Learn how Taskrabbit and Amazon’s Alexa+ are making home services more accessible through voice-enabled AI technology.

AI Innovation: From design to customer satisfaction
Sunday, January 11 | 3:15 – 3:45 PM EST (Expo Stage 4, Level 1)
Join leaders from Tapestry and Nestle Purina North America to discover how AI implementation drives revenue growth, reduces costs, and enhances customer satisfaction.

Democratizing Retail Media: Technology that powers growth
Monday, January 12 | 10:15 – 10:45 PM EST (Expo Stage 4, Level 1)
Explore how Macy’s leverages Amazon Retail Ad Service to enhance their platform and drive incremental growth.

How Amazon and adidas are setting new fulfillment standards for the footwear industry
Monday, January 12 | 1:30 – 2:00 PM EST ((Expo Stage 4, Level 1)
Discover how Amazon and adidas are working together to transform digital commerce and fulfillment solutions.

Transform customer experience with AI: Lessons from Saks Global and Dine Brands
Monday, January 12 | 2:15 – 3:00 PM EST (Expo Stage 4, Level 1)
Learn how Saks Global and Dine Brands are using the cloud and AI to understand customer behaviors and deliver exceptional experiences.

In Booth Theater | TechTalk Sessions
AWS TechTalks are 20-minute presentations showcasing experiences with breakthrough technology, including forging partnerships that can help organizations gain exceptional scale and speed to market and how technology empowers the industry to drive meaningful results. Highlights include:

• Sunday, Jan 11th- 3:50-4:10pm EST – Amazon Nova: Revolutionizing retail through next-generation AI foundation models
• Monday, Jan 12th- 3:15-3:35pm EST – From UX to AX: MCP servers for AI shopping agents
• Tuesday, Jan 13th– 10:00-10:20am EST – Reimagining supply chain operations: The agentic revolution
• Tuesday, Jan 13th– 11:10-11:30am EST – Transforming business with SAP and Pan-Amazon services

Experience AWS at NRF

For more information on AWS at NRF, check out our AWS NRF website along with our attendee guide. Don’t forget to book a booth tour or meeting with one of our experts.

We look forward to seeing you at booth #4438 on the expo floor (Level 3) at the Jacob K. Javits Convention Center January 11-13th, 2026 to show you how AWS is building the future with AI.