DTC896: Google Gamifies Search, Discernment vs. Taste, and Winning Hooks

Good morning,

Here’s what you’ll find in today’s DTC:

🔥 Google Gamifies Search Experience → What this means for brands and advertisers.

⭐ Lessons From Anna Wintour → The importance of having discernment.

🚨 Daily Tariff Update → U.S. signs trade deal with Japan.

🏆 Work Your Angles! → Turn one winning hook into many.

You’re reading this newsletter along with new subscribers from: Calgary Winter Club, Alpenglow Supply, and Italia Ceramics. 👋

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🔥 Google Wants To Get Users Searching More With Mini Games

Google is testing a new search game that rewards users with badges and trivia challenges when they “dive deeper into topics” like football, culinary, shopping, or showbiz.

Some users online have shared that the feature appears at the bottom of search results, inviting them to “earn a badge” by answering a trivia question or performing related searches.

Users can earn milestone badges (1 day, 2 day, or 5 day) by returning multiple days in a row, unlocking more trivia challenges. In total, there are 32 achievements across 8 topics.

This experiment shows how Google is working to make search more engaging and habit-forming, a direct response to the rise of AI-powered answer engines like ChatGPT and Perplexity, which provide instant, conversational results outside of Google’s ad ecosystem.

Why this matters for ecommerce brands:

1️⃣ More time spent in Google’s ecosystem: If users play these mini-games, they’re less likely to jump off the platform, which could boost impressions and CTR for ads and organic listings.

2️⃣ New commercial touchpoints: With “shopping” included as a topic, gamified search could open fresh opportunities for product discovery especially if badges tie into shoppable moments.

3️⃣ Shifting SEO dynamics: Google’s goal is clear: encourage deeper searches and repeat visits. Ecommerce brands should anticipate changes in how users engage with queries and structure their SEO to capture intent across multiple searches.

The takeaway?

Google isn’t just protecting ad revenue. It’s reshaping the search experience to be stickier, gamified, and less skippable.

For ecommerce marketers, the playbook is clear:

• Optimize for curiosity-driven searches.
• Build retargeting and owned lists to capture multi-step journeys.
• Watch how “shopping” topics evolve. This could become a new discovery channel for products!

In short: gamified search has the potential to create stickier experiences, fresh touchpoints, and a new stage for ecommerce visibility.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.

September 5, 2025 update:

• Tariff Cut to 15% Across Most Japanese Goods
  • President Trump signed an executive order implementing the trade agreement struck on July 22, 2025.
  • The new framework establishes a maximum 15% tariff on most Japanese imports, including automobiles and parts, down from previous rates up to 27.5%.
• Lululemon’s Stock Plunges Due To Tariffs
  • Shares of the athleisure brand fell 20% last week due to lackluster demand and steep tariff costs.
  • The brand slashed its 2025 sales and profit forecasts since it expects to be significantly impacted by the U.S. decision to end the 'de minimis' exemption, which allows shipments under $800 to enter duty-free.

🌞 Millions Of Shoppers Turn To Walmart.Com Every Summer For Travel Must-Haves, Outdoor Essentials And Seasonal Gear

💥 NexGrill, an outdoor cooking and heating brand, joined Walmart Marketplace in 2022.

With access to millions of customers, zero monthly fees, and powerful ecommerce tools, they grew from a small startup to a global brand in just two years. 📈

Today, they’re a Pro Seller with nearly triple the SKUs and a 200% YOY revenue increase. 💵

👏 Now’s your chance to follow their lead, and as a new seller you’re eligible to save up to $75,000 in New-Seller Savings, Walmart’s incentive program going on now.

🎧 Why Brands Should Stop Chasing Tastemakers and Start Practicing Discernment

In the age of AI-generated content and viral creative, “taste” has become a buzzy concept.

But here’s the truth: taste is subjective, often elitist, and rarely scalable.

For DTC brands navigating the complexities of modern advertising, discernment, not taste, is the real advantage.

Aves from Pilothouse shares how Anna Wintour, long-time editor-in-chief at Vogue, is often called a “tastemaker” but her superpower is actually her razor-sharp discernment.

Wintour doesn’t just know what looked good, she knew what aligned with her audience, her medium, and her timing.

Discernment is the ability to judge what fits your brand. It’s how you decide whether to lean into generative AI content or stay rooted in handcrafted creative.

Brands like Liquid Death use AI because it fits their disruptive, punk-inflected brand. But if Diptyque took the same approach, it would feel dissonant and off-brand.

So how can brands practice discernment?

Here’s a few tactical tips:

• Audit your persona deeply: What does your customer expect from you? What language do they use? What visuals resonate with them?
• Test with context: Don’t throw AI content into the wild without guardrails. Use controlled channels and small audiences first.

👉 Listen to the full episode with Aves here and learn how to create a discernment rubric.

[Screenshot via @nicktheriot_/ X]

Stop treating one winning hook like it’s the finish line.

Scale comes from knowing how to spin one proven angle into a dozen variations.

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💸 You're missing out on shoppers from ChatGPT and Gemini. Put your products in front of AI users with Athena, trusted by 200+ brands like Ollie, Gruns, Latico Leather, and Motion. Get your free AI Search audit. *

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Have you heard our latest podcasts?

• 📥 TWBERP 49: American Eagle v.s. Everlane Part 2
• 🧑‍⚕️ How Proov’s Turned Hormone Testing into a Scalable Platform
• 📸 AKNF 538: How to Use UGC, CGC, and EGC in Paid Strategy
• 🎙️ Ad-venturous 17: The Impact of Audio
• 👖 TWBERP 48: AE v.s. Everlane Who Wins The Inbox?
• ⚾ How Dugout Mugs Scaled to $55+ with Authentic Branding

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.