Nutrafol achieved 58% new-to-brand rate with Fire TV Feature Rotator—163% higher than benchmark

Goals

Nutrafol, a leading hair supplement brand, wanted to focus on customer acquisition for their core product offerings by leveraging Amazon device ads solutions. The brand's primary objective was to drive more new-to-brand customers and increase their sales on the Amazon store while beating their evergreen return on ad spend benchmark. Having previously run only Alexa Home Screen campaigns, Nutrafol sought to test whether expanding into Fire TV advertising could further increase their new-to-brand customer acquisition rates. The brand needed a coordinated device ads strategy that would maximize visibility across Amazon's connected TV landscape while maintaining strong performance efficiency. With the competitive hair supplement category requiring consistent customer acquisition, Nutrafol aimed to identify which device ads placements could deliver the highest new-to-brand rates while still generating profitable returns. The campaign would test whether Fire TV's premium advertising surfaces could complement their existing Alexa strategy to create multiple touchpoints throughout the consumer journey.

Approach

Nutrafol implemented a comprehensive three-tactic device ads strategy across Amazon's connected TV landscape, focusing exclusively on the U.S. marketplace. The brand started by launching Fire TV Feature Rotator ads in January, utilizing custom imagery designed specifically to showcase their hair supplement products and drive consideration among Fire TV viewers. As a native ad format seamlessly integrated into the Fire TV home screen experience, Fire TV Feature Rotator provided premium visibility without disrupting the viewing experience—creating a high-impact brand moment when customers were actively choosing what to watch. Building on their existing Alexa presence, Nutrafol extended their Alexa Home Screen campaign throughout fiscal year 2025, maintaining consistent visibility on Echo Show devices with tailored creative that highlighted product benefits. In April, the brand expanded further by adding Fire TV Screensaver ads to their media mix, creating another premium touchpoint for reaching customers during natural viewing breaks. The coordinated approach leveraged custom creative across all three placements, ensuring consistent brand messaging while optimizing each format for its specific viewing context. All campaigns directed customers to shop on the Amazon store, creating a seamless path from ad exposure to purchase.

Results

The coordinated device ads campaign delivered exceptional performance, with Fire TV Feature Rotator emerging as the standout performer for new customer acquisition. Fire TV Feature Rotator achieved an outstanding 58% new-to-brand rate—163% higher than Nutrafol's evergreen ad-attributed NTB rate—while delivering a $1.63 return on ad spend (ROAS).¹ This premium Fire TV placement significantly outperformed other tactics in driving new customers, validating the effectiveness of Fire TV's high-visibility home screen positioning for customer acquisition goals. Alexa Home Screen ads drove a $2.97 ROAS with 25% new-to-brand customers, representing a 337% improvement over the brand's evergreen ROAS.² Fire TV Screensaver achieved a $2.43 ROAS with 22% new-to-brand rate, also substantially outperforming both the baseline ROAS and consumer packaged goods (CPG) category benchmarks.³ All three tactics exceeded CPG performance benchmarks, validating the effectiveness of device ads for driving both efficiency and customer acquisition in the health and wellness category. Path to purchase analysis revealed a powerful synergy effect: When users were exposed to all three tactics within their consumer journey, purchase rates significantly increased for the brand's ad-attributed performance, demonstrating that coordinated device ads placements working together across Fire TV and Alexa create compounding value.

Sources

^1-3Amazon Marketing Cloud, US, 2025. Campaign flight YR 2025 - Always on.