Preview of AWS at National Retail Federation (NRF) 2025: Retail’s Big Show

Retail’s “Big Show” is back and bigger than ever. Amazon Web Services (AWS) is thrilled to return to the Javits Center in New York January 12-14, 2025. It’s going to be another big year of learning and networking with insights on the future of retail: connected, cutting-edge, and customer-obsessed.

Join us at NRF 2025 at the AWS booth 5438, to learn how the cloud, analytics, and artificial intelligence are transforming retail. Experience hands-on demonstrations from AWS, Amazon, and AWS Partners. You will be able to listen to retail leaders share their success stories in Big Ideas sessions and attend curated TechTalks to learn about the latest retail trends and technologies.

Explore everything AWS at NRF 2025 on our dedicate event page and learn about some of the key highlights below.

NRF Keynote Session

A conversation with Doug Herrington, CEO, Worldwide Amazon Stores
Featuring Amazon.com and National Retail Federation
Sunday, January 12 | 3:30 PM – 4:00 PM | Javits North, Level 5, SAP Theatre

Doug Herrington, CEO of Worldwide Amazon Stores, will talk about how Amazon continues to evolve to meet the needs of customers. Herrington will share lessons he’s learned from failures and successes with Amazon, how robots and automation are reshaping operations at Amazon and improving employee safety, and how Amazon is approaching the game-changing opportunities created by generative AI.

AWS Big Ideas Sessions

Kids’ smart device company, Gabb, doubles down on Prime shopping benefits to boost brand trust
Featuring Buy With Prime and Gabb
Sunday, January 12 | 11:45 AM – 12:15 PM | Expo, Level 3, Expo Stage 4

Since fall of 2023, kids’ smart device company, Gabb, has been leveraging Buy with Prime across its site to build customer trust while working to establish itself as the leader in safe technology for families. Following a breakthrough in its first year, with $1.4 million in revenue growth attributable to Buy with Prime, Gabb is doubling down on its investment in the ecommerce solution. In this discussion, we explore why trust is so critical to Gabb’s shopper experience. Learn why the smart device pioneer is tapping into Amazon, and the trust of Prime, to build out an ecommerce experience that their customers love.

Max Mara boosts performance and customer experience with ecommerce modernization
Featuring AWS and Max Mara
Sunday, January 12 | 3:15 PM – 3:45 PM | Expo, Level 3, Expo Stage 4

Learn how Max Mara Fashion Group built a modern ecommerce platform to enable faster web transactions, increase search visibility, and improve organic traffic acquisition. In this session, you’ll hear how Max Mara addressed real-world challenges and implemented practical solutions to transition from a traditional on-premises monolithic system to a modern cloud-based architecture, significantly enhancing the customer experience.

Transforming retail with Just Walk Out: a fireside chat with GIGATONS
Featuring Just Walk Out and GIGATONS
Monday, January 13 | 1:30 PM – 2:00 PM | Expo, Level 3, Expo Stage 5

Join us for an engaging fireside chat with GIGATONS, regarding their evolution from their leading UK-based sustainable energy and EV charging business, to a global platform business created to deliver world class net zero carbon EV transport networks and energy infrastructure at speed and scale. GIGATONS will share how Just Walk Out transformed the retail experience starting with GRIDSERVE’s Gatwick Electric Forecourt. Also, Toddington Harper CEO, will discuss the key benefits Just Walk Out has had on EV charging operations and how the technology supports their mission. This session will also explore how frictionless retail technology integrated seamlessly into diverse environments, driving revenue, increasing throughput, and optimizing labor efficiency.

Empowering retail employees with game-changing generative AI applications
Featuring AWS, Tapestry, NVIDIA, and Mercado Libre
Monday, January 13 | 2:15 PM – 3:00 PM | Expo, Level 3, Expo Stage 5

Generative AI is revolutionizing retail, and leading companies are building powerful applications to supercharge their employees. In this session, hear from a panel of retailers who have equipped their corporate and frontline staff with generative AI tools that boost creativity, decision-making, and the customer experience. NVIDIA will also share insights on how they collaborate with the industry to accelerate the transformative potential of generative AI. Join us to learn how to identify the right use case for your business and successfully build and deploy impactful generative AI applications.

Using customer-centric technology to attract and convert consumers
Featuring Amazon, AWS, Sainsbury’s, and iHerb
Monday, January 13 | 3:15 PM – 3:45 PM | Expo, Level 3, Expo Stage 5

In this session, you’ll learn how retail and consumer goods leaders can adopt the same technology used to power the Amazon.com customer experience. Amazon will share how they are continuously developing new AI-powered tools, like visual search, digital shopping assistants, and virtual try-on to help consumers find and buy the right products. You’ll also hear from leading retail and consumers goods companies about how they are adopting technology that originated from Amazon, like Amazon Ads and Amazon Web Services, to more efficiently and effectively identify, reach, convert, and retail customers across channels.

Featured Technology Demonstrations

AWS, Amazon, and AWS Partners offer leading solutions for smart stores, digital commerce, customer engagement, advanced data and insights, merchandise planning, intelligent supply chain, and IT operations. We bring these solutions together with modern architecture to serve your customers seamlessly across all channels. Visit AWS at booth 5438 to explore featured demo areas.

Smart stores: Reimagine the in-store experience with generative AI, retail media, IoT, and smart operations. Elevate customer engagement and optimize store performance with cutting-edge technologies for a future-ready, seamless shopping journey.
Digital commerce: Transform digital customer-retailer interactions by leveraging cutting-edge technologies like artificial intelligence, augmented reality, and advanced personalization. This integration creates frictionless, immersive shopping experiences, enhancing customer journeys and reshaping how purchasing decisions are made in the digital realm.
Retail operations: Optimize every aspect of your retail operations, from demand forecasting and supply planning to efficient supply chain management. Deliver compelling assortments and exceptional customer service to your shoppers and achieve higher revenue, reduce costs, while hitting sustainability targets.
Customer engagement: Drive engagement and loyalty with a customer-obsessed, data-driven approach. Leverage advanced artificial intelligence and machine learning (AI/ML) capabilities and robust predictive analytics to deliver personalized marketing and a frictionless, connected shopping experience across all channels.
Generative AI: Discover how Amazon Bedrock and Amazon Personalize can be used to deliver hyper-personalized customer experiences across multiple touchpoints (such as social ads, emails, and website, tailored to shoppers throughout the journey) from discover, find, purchase, to post-purchase.
AWS Partner demos – AWS Partners specializing in industry technology deliver leading purpose-built solutions and expert consulting services that empower retailers and brands to modernize and drive innovation across the entire enterprise.

Explore featured partner demos showcasing modern industry tech focused on generative AI, immersive commerce, intelligent consumer insight and engagement, sustainability, supply chain, and more.

AWS Platinum Sponsors

Featured AWS Partners

AWS TechTalks In-booth Theater

Join us at booth 5438 for AWS TechTalks for innovation inspiration from AWS and Amazon retail experts, retail peers, and our partners. AWS TechTalks are short, 15-minute presentations showcasing experiences with breakthrough technology. They include forging partnerships with organizations to can help gain exceptional scale and speed to market, and how technology empowers the industry to drive meaningful results.

With TechTalks spread over three days, be sure to find the full schedule here and plan ahead to catch your favorites. Leave these brief sessions feeling energized and equipped with cutting-edge ideas to reinvent your retail strategy.

AWS Booth Activities

Bubble Tea Station | Sponsored by Stripe
Sunday, January 12 | 11:00 AM (while supplies last)

Happy Hour | Sponsored by Fabric
Sunday, January 12 | 4:00 – 5:00 PM

Bubble Tea Station | Sponsored by Fastly
Monday, January 13 | 11:00 AM (while supplies last)

Happy Hour | Sponsored by Wipro
Monday, January 13 | 4:00 – 5:00 PM

Save on your NRF All-access Pass

Good news! If you’re an AWS customer in the retail or consumer goods industry, you can save on an all-access pass. AWS customers can use promo code 3431 to receive 20% off. Register now.

Experience AWS at NRF

As you can tell, there is a lot happening in only three days at NRF 2025 and we can’t wait to see you there. For more information on AWS NRF happenings and schedules, head over to the AWS NRF website and check out our Retail and Consumer Goods attendee guide.

Reach out to us to schedule a guided booth tour or set up a meeting with one of our experts.

From daily in-booth happy hours and bubble tea, to booking expert meetings and exploring breakthrough tech, find your retail innovation with AWS at NRF 2025!

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