Going Global on Amazon: What It Really Takes | Podean × Amazon Ads at Cannes 2026

At Cannes Lions 2026, Podean CEO Travis Johnson and Chief Engagement Officer Mark Power sat down with Tamir Bar-Haim, VP of International Expansion at Amazon Ads, for a candid conversation about what it actually takes to build a global Amazon advertising strategy - and why "produce once, run everywhere" is a trap. They cover the hard questions brands avoid: How do you prioritize markets? What's the difference between translation and true localization? How do tools like Amazon Marketing Cloud give you a genuine edge? And why does e-commerce equalize the playing field between challenger brands and global giants? If your brand has global ambitions or is already expanding and wondering why results aren't matching expectations, this conversation is for you. Chapters 0:00 — Introductions: Mark, Travis & Tamir 0:57 — Why "produce once, run everywhere" doesn't work in digital 2:22 — #1 advice for brands ready to go global 3:15 — Slow down: why data alone doesn't tell the whole story 4:16 — How to use Amazon Marketing Cloud for local insights 5:17 — Setting realistic expectations: global growth takes time 6:13 — Brand recognition ≠ product visibility (the Colgate example) 6:50 — Translation vs. localization: the "plumping" story 8:47 — How Amazon decides which ad tools to prioritize per market 10:18 — The role of partners in Amazon's global expansion 11:55 — Why best practices don't always come from the US 12:36 — What Chinese sellers on Amazon are doing with AI 14:05 — Resources to help brands go global 15:34 — The Socceroo jersey question Podean is a global Amazon and marketplace agency helping brands succeed on Amazon worldwide. Learn more at podean.com The Five Tips to Localize Your Amazon Ads Strategy article referenced in this conversation is available on the Amazon Ads website.