This article was compiled with the help of generative AI based on data and analysis that is original to EMARKETER.

In April, Walmart led the retail rankings thanks to its advanced grid-based delivery system and an elevated in-store beauty experience. Amazon followed closely with the testing of a new AI-powered “Buy For Me” feature designed to simplify purchases. Meanwhile, Temu and Shein adjusted their pricing strategies due to rising import costs, risking their low-price appeal.

Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.

1. Walmart

Walmart's ascent to the top spot comes from two key initiatives: A revamped delivery system and an elevated beauty experience.

• The retail giant is implementing a grid-based delivery network that dramatically increases the number of SKUs available for same-day delivery.
• "They're implementing a sophisticated technology that helps close the gap, so that if you have three Walmart stores within a radius but one store doesn't have everything you're looking for, they can ship it from multiple stores instead of going out to a distribution center," said Suzy Davidkhanian
• Walmart is also elevating its beauty offerings with spring events featuring premium brands, virtual try-on technology, product sampling, and in-store experts across 40 pilot locations.

2. Amazon

Amazon secured the second position with its testing of a new "Buy For Me" feature that uses agentic AI to streamline purchasing decisions.

• The feature allows mobile app users to simply type in a product category (like "Hanes underwear") and tap a "Buy For Me" button. The AI then processes the user's size preferences and payment details, requiring only final confirmation before purchase.
• "This is built on their other tests that they have been doing, which is including outside links in their search results. It does seem like they are really just trying to get everyone to start their shopping search on Amazon," said analyst Arielle Feger.
• However, it’s unclear how much time this will actually save users. "When I go on Amazon now, I can basically find the product I want and buy it within one click because it already has all of my information," said analyst Blake Droesch.

3. Temu and Shein

Ecommerce platforms Temu and Shein claimed the third spot as they began raising prices in response to import costs and potential tariffs on Chinese goods.

• This price adjustment creates a critical strategic challenge for platforms whose primary competitive advantage has been ultra-low pricing.
• "The reason that so many consumers have really flocked to these marketplaces is because of their low prices," said Feger.
• However, as Davidkhanian pointed out, "If there is a recession and people's budgets are tight, and they need a plastic pot and it's cheaper at one of these companies, I think they're going to have no choice but to do it or forgo the pot altogether."

4. Sephora

Sephora landed in fourth place by partnering with WNBA team The Golden State Valkyries while simultaneously taking the top spot among Gen Z teens in Piper Sandler's semi-annual Taking Stock with Teens survey.

• The beauty retailer's strategic alignment with women's sports comes as the WNBA experiences unprecedented growth in viewership and commercial appeal.
• This dual achievement is particularly notable as competitors Ulta and Target lost share with the crucial Gen Z demographic during the same period.

5. Ben & Jerry's

Ben & Jerry's earned the fifth spot as the ice cream brand seeks investors to separate from parent company Unilever amid disagreements over politics and social issues.

• "This is all stemming from a lot of disagreements about politics and where they stand on certain social issues," explained Feger. "I just think it's really great to see a brand that social justice is embedded in what they do really standing up for themselves."
• This values-driven approach contrasts with Target's recent DEI challenges, highlighting the complex relationship between corporate values and consumer loyalty.

6. Target

Target ranked sixth following 11 consecutive weeks of foot traffic declines, attributed partly to its handling of DEI policies. The retailer's CEO recently met with civil rights leader Reverend Al Sharpton to discuss these issues in what Sharpton called a "very constructive and candid" meeting.

Target also earned recognition for its partnership with Butcher Box, allowing the subscription meat delivery service to sell products through Target's marketplace without requiring subscriptions—a strategic move as frozen and fresh food represents the fastest-growing segment of food and beverage ecommerce.

7. The Hershey’s Co.

Hershey's claimed seventh place for its upcoming biopic about founder Milton Hershey, directed by Mark Waters, the director of the original "Mean Girls” movie. The project represents a significant investment in brand storytelling, focusing on Hershey's love story rather than simply the company's history.

8. Lids

Rounding out the list at eighth place is Lids, the hat retailer expanding its "Hat Drop" concept from online to physical stores. The company plans to open 20 new customization hubs targeting sports memorabilia enthusiasts with personalized, localized offerings in sleek, energetic retail environments.

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