How retailers can appeal to podcast fans

Consumers are increasingly using podcasts as sources of entertainment and information, and retailers can capitalize on this trend.

According to data from the Edison Research 2025 Infinite Dial study, 55% of U.S. consumers 12 and up watched or listened to a podcast in the past month and 40% watched or listened in the past week. Both of these figures were up significantly from 2024.

Podcasts have become a mainstream media channel, and retailers should investigate how they can tap into their appeal as part of their marketing and CRM efforts. Here are three suggestions for how retailers can tap into consumers’ increasing love of podcasts.

Copy them

The basic podcast format is very simple. A host or hosts interview knowledgeable people on topics of interest. Many podcasts are focused on retail-oriented subjects such as products and shopping, although topics also extend to areas such as politics, true crime, and pop culture.

A good podcast comes across like friends shooting the breeze, and retailers can work this basic premise into their efforts at consumer outreach. For example, Amazon is testing short-form audio product summaries on select product detail pages that should appeal to fans of technology product podcasts, with artificial intelligence-based shopping experts discussing key product features. 

[READ MORE: Amazon pilots audio product summaries]

The AI shopping experts analyze product details, customer reviews and information from across the web, then have discussions about product details that customers can listen to. 

The initial test feature focuses on products that Amazon says typically require consideration before purchase. According to Amazon, its goals for the audio product summary feature are to provide helpful insights through detailed discussion and help its customers save time while shopping.

Beat them

The podcast format is simple and relatively low-cost. Why not beat existing retail- and product-focused podcasts at their own game by creating your own proprietary podcast that can reside on your own site and social media properties, as well as potentially on third-party podcasting platforms?

Retailers including Chick-Fil-A and Ulta Beauty have launched their own proprietary podcast series, with Chick-Fil-A focusing on children’s content on its family entertainment app and Ulta featuring interviews with beauty experts, influencers, and mental health advocates.

To make your own podcast work, focus either on topics aligned with your space (such as Ulta interviewing beauty influencers) or on products and brands you sell. Don’t specifically highlight your company’s own activities as it will simply come across as corporate grandstanding,

Also, consider allowing customers to participate. A customer appearing on your podcast giving a glowing review to a product is the best advertising possible, and it also allows retailers to tie appearances on their podcasts to loyalty, social media and gamification initiatives.

Join them

According to ListenNotes, there are roughly 3.5 million existing podcasts out there. Surely at least one of them targets your core customer demographic and provides you with a good opportunity to sponsor or even directly participate.

Obviously, retailers need to select the podcasts they partner with and/or appear on carefully. Many podcasts have few listeners and may include content or speakers that some of your customers might find objectionable. 

But collaborating with a properly aligned podcast that your customers are listening to can be a valuable element of your broader media strategy.