Amazon and Walmart are building integrated systems spanning advertising, product discovery, pricing, payments and delivery, with the advantage going to the retailer that makes this complexity feel simplest to consumers. Amazon and Walmart are spending August making that strategy visible. See also: Amazon and Walmart Face a New Gatekeeper for LoyaltyAI Is Moving Retail’s Consumer Interface UpstreamFor years, the dominant retail interface was a search box. Walmart plans to integrate that capability with Walmart Connect, its retail media business. The strongest moves Amazon and Walmart are making right now are those that convert complex infrastructure into something the consumer barely notices.