When I convinced my bosses at Wirecutter to spend over $700 on a 450-pound, 6-foot-tall cardboard box filled with hundreds of mystery products that had been returned to Amazon and other retailers, I assumed that what we’d find inside would be a revealing snapshot of what shopping looks like today. Anyone can buy these pallets stuffed with discarded products. For months, I’d watched content creators on social media giggle in excitement as they’d pull packages one by one from their own surprise boxes and rip them open, ceremoniously revealing a bevy of weird and wonderful items. Secondary sales were worth an estimated $846 billion in the US in 2024, up from $297 billion in 2008, according to Zac Rogers, PhD, associate professor of supply-chain management at Colorado State University, who told me that those figures are probably conservative. Quick-and-easy returns are a benefit of shopping at giant corporate retailers, and people take advantage of return policies liberally. An estimated 15.8% of sales, worth around $849.9 billion, will be returned in 2025, according to data from a joint study done by the National Retail Federation and the UPS-owned company Happy Returns.

The e-commerce giant’s CEO noted the dominance of brick-and-mortar retail despite decades of disruption, but sees that as a massive opportunity. “We’re not investing approximately $200 billion in capex in 2026 on a hunch,” Jassy wrote. Closer to retail, Jassy reiterated the company’s investments in rural America, saying “we understand that rural customers are often de-prioritized by logistics and telecom providers because remote communities are more expensive to serve.” “While other companies have been backing away from these customers, we’ve been running to them,” he said. “We’ve committed over $4 billion to expand our rural delivery network.” “Our retail business is now approaching $600 billion in topline, yet roughly 80% of global retail sales still happens in physical stores,” he said. “That will change.”

The PepsiCo brand embraces transparency with no artificial ingredients, new colors, and storytelling that starts with the humble farm-grown potato. PepsiCo announced the most significant brand redesign to Lay's potato chips in the brand's history, preparing it for its “next chapter.” Messaging focuses on “honoring” its farm-grown potatoes, natural ingredients, and the consumer appeal that made it the world’s top potato chip brand. Funny thing about that appeal, though: PepsiCo says 42% of “people who enjoy Lay’s don’t realize they’re made with real, farm-grown potatoes.” After refocusing on its roots, the company went to the branding mountaintop and came up with two underlying pillars that led to the visual cues now rolling out: