Amazon President and CEO Andy Jassy has been honored as the 2025 Media Person of the Year at the prestigious Cannes Lions International Festival of Creativity, marking a milestone moment for Amazon and the global media industry. This recognition celebrates Jassy’s pivotal role in transforming Amazon from an e-commerce company into a global media powerhouse. The award not only honors his individual leadership but also reflects Amazon’s growing influence in the areas of digital advertising, streaming content, and retail media innovation.
What the Cannes Lions Award Symbolizes
The Cannes Lions International Festival of Creativity, held annually in Cannes, France, is one of the world’s most respected platforms for recognizing excellence in advertising and communications. Each year, the organizers present the “Media Person of the Year” award to a trailblazer who has revolutionized the media world. Past recipients include industry legends such as Mark Zuckerberg, Jack Dorsey, and Eric Schmidt, whose work has dramatically reshaped how the world communicates and consumes content. This year, Andy Jassy joins their ranks, highlighting how Amazon’s journey into media has become a model for the industry.
According to Philip Thomas, Chair of the Cannes Lions Festival, Amazon is not only one of the biggest platforms for global commerce, but it has also emerged as a dominant force in digital media and advertising. He stated that Amazon under Jassy has successfully merged content, commerce, and technology, setting a bold new standard for how media should operate in the modern digital age. His remarks further emphasized that Jassy’s leadership brought Amazon’s scale, creativity, and innovation into the spotlight, earning the company a central position in conversations about the future of media.
The Evolution of Amazon Under Andy Jassy
Since taking over as CEO in 2021 from Amazon founder Jeff Bezos, Andy Jassy has spearheaded Amazon’s shift into a full-spectrum media enterprise. Under his leadership, Amazon has massively expanded its reach in advertising, streaming, and cloud-powered media services. One of the most impactful areas of growth is Amazon’s advertising business, which has seen explosive revenue increases year after year. In 2025 alone, Amazon’s ad revenues crossed $60 billion, positioning the company among the top digital advertisers in the world, alongside Google and Meta.
A major innovation under Jassy’s leadership has been the rollout of Sponsored TV, an advertising solution that allows brands to connect with audiences through streaming platforms like Prime Video, Freevee, and Twitch. This form of advertising merges traditional television reach with the precision of digital targeting, creating more meaningful brand engagement and measurable campaign results.
Another vital component of Amazon’s media rise is Prime Video, which continues to be one of the most widely viewed streaming platforms globally. With more than 200 million monthly viewers, Prime Video has become a key part of Amazon’s consumer ecosystem. In early 2024, the platform started integrating ads directly into Prime Video, marking a new step in Amazon’s strategy to monetize content without compromising the user experience.
The Role of Technology and Artificial Intelligence
Amazon’s success in media is not just about content and advertising—it is deeply rooted in technology, especially Artificial Intelligence and cloud computing. Andy Jassy, who previously led Amazon Web Services (AWS), has continued to invest heavily in AI development and infrastructure. He believes that Generative AI is “the most transformative technology since the birth of the internet.” Amazon has integrated AI across all its platforms—from personalizing shopping experiences to optimizing ad placements—giving it a competitive edge in delivering value to both consumers and advertisers.
In Q4 2024, Amazon reported a record net profit of $20 billion, nearly doubling its earnings from the same quarter the previous year. Much of this growth was driven by operational efficiency, automation, and new revenue streams made possible by AI and machine learning. Jassy’s commitment to innovation has ensured that Amazon remains a step ahead in the rapidly evolving digital media landscape.
Commerce Meets Content: A New Media Model
Under Jassy’s leadership, Amazon has introduced a new kind of media model—one that integrates commerce, content, and technology in a seamless and highly scalable manner. This model allows brands to advertise their products within content ecosystems where consumers are already actively engaged. For example, users can now see, shop, and buy products directly from ads shown during Amazon Originals or live Twitch streams. This convergence of shopping and entertainment reflects a broader shift in how consumers interact with brands and media in the digital age.
Industry experts are now looking at Amazon not just as a retail giant, but as a full-fledged media ecosystem. The company’s ability to deliver measurable ROI, leverage vast amounts of first-party data, and offer personalized experiences makes it an attractive partner for marketers and advertisers worldwide. Retail media networks, once considered niche, are now becoming central to advertising strategies—and Amazon is leading the charge.
The Cannes Lions Ceremony and Global Response
The award will be formally presented to Andy Jassy during a fireside chat scheduled for 18 June 2025 at the iconic Debussy Theatre in Cannes. Following the discussion, Jassy will receive the Media Person of the Year award, in a ceremony attended by global leaders from the worlds of advertising, media, and technology. This year’s Cannes Lions Festival focuses heavily on themes like artificial intelligence, retail-driven media, creator economies, and the transformation of traditional advertising channels.
With over 12,000 delegates from 97 countries, this year’s festival has been buzzing with conversations about how commerce platforms are overtaking traditional media firms. Amazon’s presence has been central, as agencies and brands seek to understand how to tap into the powerful synergy between media and commerce. The message from the festival is clear: retail media is the future, and Andy Jassy is one of the key architects shaping that future.
Industry Reactions and Business Impact
Marketing executives, agency leaders, and industry analysts have applauded the decision to name Jassy as the 2025 Media Person of the Year. Many see this as a validation of the broader trend where data, AI, and retail platforms are now driving the media agenda. Lauren Wiener, a senior executive at Boston Consulting Group, remarked that companies like Amazon are showing the world how commerce data can be used to create media engines that drive performance marketing and brand building simultaneously.
For advertisers, Amazon’s integrated ecosystem offers powerful advantages. Brands can now reach audiences at every stage of the buyer journey—from product discovery to final purchase—all within Amazon’s environment. With the help of AI tools, brands can personalize messages, test campaigns in real-time, and analyze performance across devices and platforms. This level of integration and insight is nearly impossible to achieve through traditional media channels.
What Lies Ahead for Amazon and the Media Industry
As Andy Jassy continues to lead Amazon into the next phase of its media evolution, several key developments are expected. The company plans to expand its AI capabilities, offering brands even more powerful targeting and creative tools. It also aims to strengthen its relationships with content creators, bringing more diverse and engaging programming to Prime Video and other platforms.
The rise of retail media means that Amazon will not be alone in this space for long. Walmart, Target, and other major retailers are also investing in media platforms. However, Amazon’s head start, advanced tech infrastructure, and data-rich environment give it a clear edge.
For marketers, Jassy’s recognition at Cannes should be a signal to rethink how they approach media planning. The days of separating commerce, content, and advertising are over. The future belongs to platforms that can integrate all three—just like Amazon has done under Andy Jassy’s visionary leadership.
The announcement of Andy Jassy as the 2025 Media Person of the Year at the Cannes Lions Festival is not just a personal honor; it represents a major shift in the media world. Amazon, once known primarily as an online marketplace, is now one of the most powerful media companies on the planet. This transformation is largely due to Jassy’s strategic vision, tech-forward mindset, and deep understanding of how content, data, and commerce can work together.
As the advertising and media industry continues to evolve, one thing is clear: Andy Jassy and Amazon are leading the way. Their innovative approach is not just changing how media works—it’s rewriting the rules entirely. And for brands, advertisers, and creators, understanding this new landscape will be crucial for staying competitive in the years to come.
