Notable brands named as exclusive partners in Amazon Ads first-of-its-kind Holiday Sponsorship Program

This holiday season, Amazon Ads is inviting brands to help write the future of holiday marketing. For the first time, select brands will take center stage in Amazon's own holiday marketing campaigns, star in custom integrations across its marketing canvas, and transform Amazon's physical spaces and new live activations into exclusive brand experiences.

This unprecedented opportunity allows our official partner brands—Unilever, SharkNinja, The LEGO Group, and Google—to creatively connect with customers by spreading joy across multiple high-impact touchpoints and play a leading role in the shopping moment of the year.

Custom landing pages for the four official partner brands

"We've reimagined what brand partnership means for the holidays," says Kate McCagg, Global Head of Amazon Ads Brand Innovation Lab. "This isn't just about brands placing ads on Amazon—it's about giving them official partner status within Amazon's holiday experiences. For the first time they're actually woven into the fabric of how Amazon celebrates the season."

Reimagining holiday marketing

The Holiday Sponsorship Program, developed by Amazon Ads Brand Innovation Lab, will see brand partners receive a first-of-its-kind designation as an "Official partner of holiday on Amazon" with category exclusivity across various Amazon marketing activations from November 1 to December 25, 2025. These include:

• Integration in Amazon's own innovative retail marketing, including 3D out-of-home advertising (OOH) in prime locations, with Amazon-branded QR codes that direct shoppers to the partner brand's custom landing pages
• Featured placement in Amazon's experiential events in New York City, like “Home for the Holidays,” where Amazon's creator-focused spaces will showcase these exclusive brand partners through physical displays and organic social promotion
• Premium placement in Amazon's holiday advertising including custom landing pages and Amazon.com hero placements
• Featured positions in new ad solutions like Brand Showcase—a premium solution that transforms product detail pages into immersive brand destinations where shoppers can discover curated product selections, complementary bundle recommendations, and brand storytelling, all within Amazon's own shopping experience
• Starring roles in the Amazon Live "Ready, Set, Go Gifting" competition series hosted by entrepreneur and TV personality, Bethenny Frankel, where these exclusive brands will be featured in shoppable carousels across Amazon Live and custom landing pages

Brands bringing the Holiday Sponsorship Program to life

Unilever is one official partner leveraging the program to showcase their beauty and personal care portfolio through an integrated, multi-touchpoint approach. Their holiday strategy combines custom creative developed with Brand Innovation Lab, Amazon Live segments featuring key brands like Dove, Dove Men+Care, SheaMoisture, Vaseline, and Nexxus, and strategic streaming TV and Prime Video integrations that bridge Amazon’s premium entertainment supply with seamless shopping experiences. This is in addition to their custom landing page on Amazon.com.

"This holiday season, Unilever is proud to partner with Amazon Ads to reimagine how our brands show up for consumers," says Ryu Yokoi, Chief Media & Marketing Capabilities Officer at Unilever U.S. "We're embracing the full power of Amazon's canvas to deliver a rich, multi-brand holiday experience. Through digital-first storytelling across Amazon Live, experiential, digital OOH, and Prime Video, we're creating immersive, high-impact moments that connect with shoppers, celebrate the spirit of gifting, and drive meaningful brand growth."

SharkNinja is focused on extending the emotional connection of their products beyond just the holiday season through their partnership with Amazon. Consumers can shop SharkNinja's products on their custom landing page on Amazon.

"In collaboration with Amazon, we are bringing our full SharkNinja holiday portfolio to life, inviting consumers to 'Choose your Joy'," says Dave Kersey, VP Global Media at SharkNinja. "This campaign is a reminder that experiencing joy from your home isn't just for one month a year, and the feelings we associate with the holidays—inspiration, generosity, fun, connection, confidence—are available to us all year long. We make unapologetically colorful and versatile devices that are engineered to do more and designed to say more. They show up with personality. Just like our customers. Not for a season. For good. Because life is too short to save your joy for December. Joy isn't seasonal."

The LEGO Group is utilizing the program to simplify gift-giving for Amazon shoppers across all age groups and interests.

"We are thrilled to work with Amazon to bring play to families everywhere this holiday season," says David Stobart, Vice President, Americas eCommerce at The LEGO Group. "Our goal is to make gift giving easy for Amazon shoppers by showing the perfect LEGO® set for every age and every interest, whether that's through the Amazon Toy Guide, a fun Amazon Live Shopping event, or our LEGO® shop on Amazon.com/legogiftguide."

Amazon Live shopping event featuring LEGO®

Consumers can also shop Google’s featured holiday products on their Amazon store.