Brand advertising

Amazon Advertising’s brand solutions help you generate awareness of your brand story to create connections, inspire discovery and increase brand loyalty.

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What is brand advertising?

Brand advertising enables you to generate brand awareness, expand your reach and make your brand name and story more recognisable to customers. You might also describe it as building your brand or brand equity, or increasing brand favourability or purchase intent.

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Make advertising part of your brand strategy

Brand advertising is key to building trust and emotional connections with consumers, which is vital for any brand, no matter what industry you’re in. Building your brand means growing your audience and advertising share of voice in your category.

How Amazon Advertising can help build your brand

Amazon Advertising can make your brand campaigns work harder and be more effective at achieving brand goals. Cross-media brand campaigns that included Amazon Advertising were found to be 41% more effective for driving brand awareness and 34% more effective for driving purchase intent than cross-media campaigns that did not include Amazon Advertising.1

1 Kantar cross-channel brand norms, 2016–2020, WW.

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Grow your reach

Amazon Advertising reaches 96% of all US adults aged 25 to 54 every month.2 Our ad products reach shoppers at all stages of the marketing life cycle, both on and off Amazon, to amplify your brand message.

2 Comscore Media Metrix, March 2020, US.

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Break through

Our brand advertising solutions reach audiences across a variety of channels. Make your brand stand out in shoppers' minds by telling an integrated brand story through media ranging from Streaming TV ads on Fire TV, to audio ads on Alexa-enabled devices, to on-box ads.

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Measure business impact

Demonstrate the connection between brand impact and business outcomes by combining our first-party metrics with third-party reporting to provide a comprehensive view of brand campaign effectiveness. We work with over a dozen measurement partners and offer more than 350 first-party metrics to help your brand measure success.

Recommended products for brand advertising

Learn about some of the solutions that Amazon Advertising offers to help you establish your brand and achieve your brand awareness goals.

Over-the-top streaming video

Video ads

Use Streaming TV and online video ads to share your brand message to unique and relevant audiences at scale across Amazon-exclusive sites like IMDb, devices like Fire TV, and across the web.

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Sponsored Display ad placement on desktop and mobile

Display ads

With Amazon DSP or Sponsored Display, you can create display ad campaigns to reach relevant audiences both on and off Amazon.

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Speaker streaming audio

Audio ads

Create audio ads to share your brand message with listeners of Amazon Music’s free ad-supported tier across Alexa-enabled devices, including Echo and Fire TV, as well as on mobile and desktop.

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Custom advertising solutions

Work directly with Amazon to develop custom advertising experiences featuring unique placements such as on-box advertising and home page takeovers.

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Getting started

Learn how Amazon Advertising can increase the efficacy of your brand advertising campaigns. Register or contact your Amazon Advertising account executive to get started.

Brand advertising resources

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Case study

Amazon Advertising features SC Johnson’s new sustainable product

Learn how SC Johnson worked with Amazon Advertising to support the launch of its Windex 100% ocean plastic bottle.

Hippeas snack packets

Case study

Healthy snacking pioneers grow brand with Amazon Advertising

See how an organic chickpea puff brand used sponsored ads, Stores, display ads and video ads on Amazon DSP to drive awareness, consideration and conversion.

Quest Nutrition products

Case study

How Quest Nutrition reached unique and relevant audiences at scale with Streaming TV ads

See how Quest Nutrition reached unique and relevant audiences at scale with Amazon Advertising Streaming TV ads.

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New studies connect Amazon Advertising to positive brand outcomes

These outcomes exceed industry averages and can help drive awareness and brand engagement.


My brand does not sell products on Amazon, so how can Amazon Advertising benefit my brand?

Amazon Advertising campaigns drive 2.8-times higher in-store sales lift compared to the benchmark for all online publishers.3 Amazon Advertising’s products help drive brand outcomes such as favourability and purchase intent.

How can Amazon Advertising help increase the return on my brand advertising?

With hundreds of millions of products offered worldwide, Amazon is a leading destination where consumers come to learn about products. Our brand advertising solutions can help you move shoppers from awareness to brand engagement by reaching them when they are in the mindset to buy. For example, Amazon mobile campaigns generate 450% more purchase intent lift than the industry average.4

3 Oracle Data Cloud norms, 2017–2019, US.
4 Kantar cross-channel brand norms, 2018–2020, WW.