How brands can turn high-attention moments into lasting customer connections

Culture doesn't move in straight lines—it moves in moments.

Moments occur throughout the year, whether it's the collective energy of a global sports tournament, the vibrant traditions of Christmas, a season premiere of a beloved show, or the anticipation of Prime Day. And these moments create something powerful: focused attention at scale.

This is because moments build communities, drive engagement, and command attention. And when millions of people experience the same moment at the same time, attention doesn't just increase—it concentrates. That is when moments become opportunities for brands to make an impact and build lasting connections with highly engaged audiences who are ready to take action.

Sports create moments for brands

Amazon Ads commissioned exclusive research with Crowd. DNA to understand how a culturally significant moment, such as a global soccer tournament, can drive a change in preferences and levels of engagement in consumers.

Diving into the research, it wasn’t surprising that 9 in 10 survey respondents in Brazil and Mexico are interested in watching the 2026 soccer tournament, and over two-thirds in the U.S. and Canada are soccer fans. What's fascinating is how this passion thrives far beyond the pitch.¹

Further, Amazon Ads own research found that during the 2022 tournament, Amazon saw more "new-to-soccer" customers (defined as customers who buy soccer-related products for the first time in a year) than during any other period that year, and they spent more too.²

Increase in "new-to-soccer" customers on Amazon during the 2022 tournament: Canada: 1.2X; Brazil: 4.7X; Mexico: 1.1X

The 2026 soccer tournament is a special occasion when 41% of consumers surveyed on average want to spend more, especially in Brazil and Mexico. Fans here will double their Amazon spending and, on average, 43% will be spending more on entertainment, food, and socializing than they would at another time of the year.³

During global soccer events, 60% of consumers, on average, are highly receptive to brand messaging and have a more positive opinion about brands that provide special shopping opportunities at this time.⁴

Across Canada, Mexico, and Brazil, fans want to see sports-related coverage on Twitch that can’t be found on traditional media.⁵

59% of fans in Canada, 80% in Brazil, and 75% in Mexico would like to see sports-related coverage on Twitch that can't be found on traditional media

How can brands “Master the Moment”?

As consumer behavior shifts around sports as well as other moments, brands can plan strategically with a 3-phased approach to maximize impact across the funnel.

Phase 1: Build anticipation and awareness before the moment by leveraging premium content and entertainment experiences across Prime Video and Amazon Music, and Twitch for community building and authentic fan conversations.

Phase 2: Amplify impact when attention converges with Amazon DSP's strategic presence across owned inventory and the open internet, reaching audiences across premium streaming services including Roku, Disney, Netflix, and Spotify.

Phase 3: Sustain momentum and strengthen customer trust after the moment with Amazon Marketing Cloud audience insights and customized segmentation and continued engagement across multiple touchpoints.

A playground of possibilities where technology meets consumer insights

Amazon Ads opens up a playground of possibilities for advertisers and transforms a deep understanding of consumers' passions, interests, and moments of peak attention, into real opportunities for engagement and conversion.

Amazon Ads research shows that combining video solutions with Amazon DSP display and sponsored ads yields better performance, with +48% incremental reach and 6.6x purchase rate when combined with streaming TV.⁶

Behind the scenes, AI-powered tools like Unified Campaign Manager and Amazon Performance+ continuously learn and adapt, reducing campaign setup from hours to minutes while maximizing advertiser goals.

From campaign performance across Prime Video and Twitch to audience behavior shifts captured through Amazon Marketing Cloud, brands gain exclusive insights into what truly resonated, enabling smarter strategies for future moments.

Brands that mastered the moment with Amazon Ads

TD Insurance, a premier financial institution in Canada, built on their success with previous Amazon Ads integrations to capture a moment-based opportunity. TD had investments in sports from partnerships with the Blue Jays to Big Game activations, but needed to connect with passionate Canadian hockey fans in an authentic, memorable way during one of the most competitive sports seasons.

To do this, TD secured a brand integration package for the second edition of Prime Monday Night Hockey. Going beyond traditional advertising, they created a robust branding package including the physical studio deck, custom ad units that felt native to the viewing experience, and flash graphics featuring real-time data points.

In 2025, Conair, a legacy beauty and personal care brand, wanted to break through to audiences under 44 in Canada and stand out during early summer and Prime Day to build awareness and drive sales.

Conair secured the We Were Liars Prime Video sponsorship—a show that resonated with exactly the younger, beauty-conscious audience they wanted to reach—and timed it strategically, with the series launching just a few weeks before the annual Prime Day event.

Subsequently, the show became #1 in Canada for several weeks, and the impact was significant:⁷

• Branded searches increased 39% year-over-year
• Shoppers exposed to the Prime Video sponsorship, display ads, and sponsored ads had a purchase rate 6.7x higher than those seeing sponsored ads alone
• Brand awareness in that critical 35–44 age group jumped 13 points

To master any moment, brands can explore the full breadth of Amazon Ads, from placements on Prime Video, live sports, and premium publishers across the open internet, to a wide array of ad solutions, integrations, and AI-powered measurement and optimization tools. The playground doesn't prescribe how you play; rather, the more creatively you engage with it, the more rewarding it can be.

Sources

^1,3,4 FIFA World Cup 2026: The Tournament Effect by Strat7 Crowd. DNA and Amazon Ads, CA, US, MX, BR, 2026.

^2,6 Amazon Internal, CA, US, MX, BR, 2025.

⁵ RPG Pulse Check, CA, US, MX, BR, 2025.

⁷ Amazon Internal, CA, 2024.