Carlos Martínez Barriga
Founder & CEO at Epinium
Carlos Martínez has over 10 years of entrepreneurial experience developing exclusive solutions for brands and manufacturers, placing Agentic Artificial Intelligence at the core of his value proposition. His comprehensive ecosystem for scaling global businesses is completed by firms such as Roicos, Datali Group, and Accountali, and he actively fosters the industry's community by organizing the FBAshow event and sharing insights on the Retail Forward Podcast.
555 articles · Writing since 2018
Areas of expertise
- Amazon PPC
- Amazon SEO
- Amazon advertising
- Retail media
- Marketplace optimization
- Agentic AI for e-commerce
- Product listing optimization
- E-commerce growth
- Amazon FBA
Highlights
- Organizer of FBAshow
- Host of the Retail Forward Podcast
- 10+ years of entrepreneurial experience
Articles by Carlos Martínez Barriga
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AI StrategyAgentic AI vs. Generative AI: Why the Order You Deploy Them Matters More Than Which One You Choose
Executive summary Most brands fail at AI adoption because they deploy autonomous execution agents before fixing their core generative foundation, multiplying data errors at an unprecedented scale. McKinsey’s 2025 data reveals a stark reality: while 88% of companies use AI, … Read More
9 min read -
AI StrategyAmazon Advertising Spain: Low CPCs, the Zalando Competition, and Why Spain Is the Best Untapped EU Market Right Now
TL;DR — Key takeaways Amazon.es operates in Europe’s most underpenetrated major e-commerce market — Spain’s online retail penetration is roughly 25%, vs. 80%+ in the UK. The advertising opportunity is real precisely because competition for keywords is structurally less intense. … Read More
14 min read -
AI StrategyEcommerce with AI: The Operational Systems Running Behind Every Top 1% Online Store
TL;DR — Key takeaways The top 1% of ecommerce stores don’t just use AI for chatbots and product recommendations — they run 4-6 separate AI systems operating simultaneously across pricing, inventory, search, and personalization. Dynamic pricing AI alone recovers 3-7% … Read More
14 min read -
AI StrategyAmazon Advertising DSP: When Programmatic Beats Sponsored Ads, the $50K Myth, and the GDPR Problem in Europe
Executive summary The $50k barrier is dead: Self-service Amazon DSP now allows mid-market brands to access premium programmatic inventory for as little as $10,000 a month. Programmatic dominance: Amazon nearly doubled its global DSP market share to roughly 20% in … Read More
11 min read -
AI StrategyBrand Manager Job Description for 2026: The AI Skills Gap, What JDs Still Get Wrong, and What Hiring Managers Actually Want
TL;DR — Key takeaways Most brand manager job descriptions are 18–24 months behind the actual role — they list “strong communication skills” while the market now requires demonstrable AI fluency as a baseline competency. The core responsibilities haven’t changed: positioning, … Read More
16 min read -
AI StrategyEcommerce AI Chat: Support Deflection vs. Conversion Acceleration, the Uncanny Valley Problem, and Which Tools Actually Work
TL;DR — Key takeaways Ecommerce AI chat splits into two fundamentally different functions: support deflection (reduces ticket volume) and conversion acceleration (drives revenue) — most platforms do one well, few do both. Proactive AI chat that triggers on exit intent … Read More
16 min read -
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AI StrategyAmazon Advertising Germany: The Compound-Keyword Problem, GDPR Constraints, and Why German CPCs Are Still 20–30% Below the US
TL;DR — Key takeaways Amazon.de is Europe’s most efficient paid advertising market — CPCs run 20–30% below US benchmarks with comparable conversion rates, creating a real arbitrage window for brands that enter before saturation catches up. German keyword research is … Read More
16 min read -
AI StrategyHow to Join Amazon Vendor Central: Invitation Requirements, Financial Reality, and What to Negotiate
TL;DR — Key takeaways Amazon Vendor Central opens only by invitation. Direct applications don’t exist. You need sales history in Amazon or sponsorship from established brands. Critical requirements: registered ASIN, verified trademark, 3+ months on Amazon (if coming from Seller … Read More … Read More
11 min read -
AI StrategyE-commerce in the AI Era: Three Structural Shifts That Are Genuinely Irreversible
TL;DR — Key takeaways The AI era didn’t change what buyers want from e-commerce. It changed which brands can deliver it. Personalized, frictionless, relevant commerce was always the goal — AI removed the scale economics that made it exclusive to … Read More
14 min read -
AI StrategyE-commerce AI Video Generator: Four Use Cases, the Authenticity Paradox, and Which Tools Actually Work
TL;DR — Key takeaways E-commerce AI video generators fall into four distinct use cases: product demo videos, UGC-style social content, personalized video ads, and talking-head explainers. Each has a different quality threshold and conversion profile — treating them as interchangeable … Read More
15 min read -
AI StrategyE-commerce AI Tools: The Store Maturity Framework That Determines Which Ones Actually Work for You
TL;DR — Key takeaways Most “best AI tools for e-commerce” guides sort by category. That’s the wrong axis. The correct axis is store maturity — specifically, how much transaction history, behavioral data, and operational infrastructure you have. A recommendation engine … Read More
15 min read -
AI StrategyE-commerce AI Photo Editor: Four Categories, Five Tools, and the Shadow Problem Nobody Mentions
TL;DR — Key takeaways AI photo editors for e-commerce fall into four distinct categories: background removal, image enhancement/upscaling, AI-generated lifestyle contexts, and batch processing — each with different quality levels and use case fits. Product images influence 75% of purchase … Read More
15 min read
