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Free Retail Media Course:
learn step by step

Step 1:

Subscribe to my YouTube channel to get every new lesson (videos are in Spanish).

Step 2:

Start with the first lesson and move at your own pace. Each lesson is a full article with examples.

Learn retail media for free, 100% hands-on

Welcome to the retail media course. Here you’ll find every lesson you need to advertise on Amazon, Walmart, Mercado Libre and other retailers, based on what I apply every day to real accounts in the US and Latin America.

What you’ll learn in this course

These are the lessons available now, in order:

  1. What is retail media?
  2. What is commerce media and how it differs from retail media
  3. How the Amazon Ads auction works
  4. Automatic vs. manual campaigns in Amazon Ads
  5. Amazon backend keywords
  6. Impression share and top of search
  7. Amazon Ads pacing: control your budget
  8. Contribution margin and why it decides your ACOS
  9. iROAS: incremental ROAS
  10. Closed-loop measurement
  11. Share of voice in retail media
  12. Excel for PPC: formulas I use

🔥 Coming soon

  • Amazon Full-Funnel Campaigns explained.
  • Planning your 2027 retail media budget (with a calculator).
  • Retail media trends for 2027: my 8 predictions.
  • Real case: rescuing an Amazon account with a runaway ACOS.
  • Retail media in Mexico 2027: every network and when to use it.

Want to master retail media? Follow these tips

Before you spend your first dollar on ads, keep these tips in mind. They’re the foundation of everything in the course.

1️⃣ Understand the full funnel

Retail media isn’t just about showing up in search. It also builds awareness and consideration. Every funnel stage has its own goal and its own metrics, so define what you want before building campaigns.

2️⃣ Get your catalog ready before advertising

Ads can bring traffic, but they can’t force anyone to buy. Images, titles, descriptions, A+ content, reviews and price must be ready to convert. In ecommerce, content is king.

3️⃣ Master the metrics

ACOS, ROAS, TACOS, CTR, conversion rate, New-to-Brand… Knowing what each one measures helps you decide better and not obsess over a single number.

4️⃣ Keep your account organized

Use a clear structure and naming everyone on your team understands. You can’t optimize what you don’t understand.

5️⃣ Optimize with data and patience

Monitor daily, but only make changes when you have enough data. Give every change time so you know what worked.

Start with what retail media is and how it works, and check the retail media glossary whenever a term gets in the way. Need help with your brand? Write to me here.