Retail Brew // Morning Brew // Update

May 28, 2026

Hello, it’s Thursday, and Oura has launched its smallest ring yet. The Oura Ring 5 is about 40% smaller than its predecessor while still promising similar sensing, tracking, and accuracy capabilities. The slimmer design appears aimed at making the wearable more comfortable and accessible for a wider range of users. Turns out size does matter...at least when it comes to Oura.

In today’s edition:

—Vidhi Choudhary, Jeena Sharma, Patrick Kulp

E-COMMERCE

Freight to the point

How the supply chain has been affected by tariff rumors

Francis Scialabba

Amazon has been in the shipping and delivery game for years. What’s new is that the e-commerce giant is now opening its entire network of physical logistics, fulfillment, shipping, and delivery to any business.

On May 4, the tech giant said it will offer its entire network of freight, warehousing, fulfillment, and shipping to any business, and not just sellers selling via Amazon. Think of it as renting out Amazon as a shipper for the least sexy part of retail, aka logistics. So far, brands testing out the new Amazon Supply Chain Services (ASCS) are Procter & Gamble, American Eagle Outfitters, and Lands’ End, among others.

“Amazon is one of our key e-commerce partners, and we’re excited to leverage Amazon Supply Chain Services to position inventory closer to customers so we can reach them even faster,” Lands’ End CEO Andrew McLean said in a statement. “This consistency is central to our solutions-based approach, enabling us to serve customers with confidence and agility, especially during peak seasons.”

According to one logistics expert, brands, generally speaking, will view the Amazon news with a healthy dose of skepticism.

Keep reading here.—VC

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4AllPromos gets that a late shipment or wrong logo on 500 tote bags isn’t just an inconvenience; it’s a whole situation. That’s why they’ve built their entire operation around the thing most promo vendors treat as an afterthought: execution.

From custom apparel and drinkware to tech accessories, onboarding kits, and corporate gifts, their catalog covers every moment your brand needs to show up—trade show floors, new hires on day 1, client appreciation drops, you name it.

The merch is great. But the real flex? Knowing your order arrives on time, on brand, and exactly as promised. Because nothing kills the vibe of a company milestone like a box that shows up wrong.

Get your brand moving.

CONSUMER BEHAVIOR & TRENDS

Carbon copy

A building with trees reflected in its windows.

Fredfroese /Getty Images

While retailers continue to lean into sustainability, many apparel brands haven’t greatly reduced their carbon use recently. And per a new report by SE Advisory Services, consumers are taking note as their expectations around sustainability rise.

In fact, 46% of those surveyed said that they’d be less inclined to shop with a brand after finding out their supply chain is not environmentally sustainable. For younger consumers, this was even more pressing, with 61% of Gen Z and 57% of millennials saying the same thing.

The report, which included responses from 1,000 US adults, additionally found that shoppers were also concerned about the use of AI in retail. Nearly half of US consumers (48%) said AI’s energy consumption influences whether they’re comfortable using AI-driven tools, with Gen Z (62%) and millennials (59%) expressing the greatest concern. And when consumers were asked which factors they believe contribute most to carbon emissions, 28% cited gas-powered vehicles, while 27% pointed to manufacturing.

Moreover, the majority of respondents (58%) believe companies should be responsible for ensuring their supply chains, technology practices, and resource usage are environmentally sustainable.

Keep reading here.—JS

SUPPLY CHAIN

Chain dreams

Getty Images

The AI supply chain startup Altana was formed in early 2019 around a forecast of global chaos. As part of an early exercise, the three co-founders each traced out what they thought trade would look like in the next few years.

“We all wrote some version of, like, the world is gonna fall apart,” CEO and co-founder Evan Smith told us, specifically recalling predictions of more trade wars spurred by the economic rise of China, climate dislocation, and sovereign debt crises.

Seven years later, chaos has become the norm. Soon after Altana’s founding, the coronavirus pandemic ramped up a period of global trade turbulence that hasn’t eased much since. More recently, whack-a-mole tariffs and war in the Middle East have roiled the globe-spanning trade routes on which many retailers rely.

Altana aims to help businesses, logistics providers, and governments navigate these uncertainties.

Keep reading here.—PK

Your funnel needs this

Morning Brew Inc.

Retail leaders are under pressure to drive growth at every stage of the customer journey—and sometimes the funnel fights back. Lauren Livak will help unpack real-world retail and e-commerce challenges live in New York, sharing practical insights on what brands can do to improve acquisition, conversion, and long-term loyalty. Join us in New York to hear more.

SWAPPING SKUS

Today’s top retail reads.

Incoming: Why Walmart is attracting premium brands. (Modern Retail)

Dangerous liaisons: Temu is facing a $230 million fine in the EU for selling potentially harmful products. (the New York Times)

Luxury reset: French luxury house Lanvin has a new CEO as the brand rethinks its positioning. (Business of Fashion)

Show up: 4AllPromos delivers custom apparel, drinkware, gifts, and more—on time and on brand, every time. Because execution isn’t optional.*

^{*A message from our sponsor.}

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☕ Amazon opens its logistics network to everyone