A new Mastercard and Amazon Ads campaign highlights Black women–owned small businesses

Mastercard and Amazon are amplifying Black women’s voices throughout Black History Month with the “She Runs This” campaign. Three celebrity-hosted streams on Amazon Live will highlight stories behind eight Black women–owned small businesses across the US that are participating in Amazon’s Black Business Accelerator (BBA).

“At Mastercard, we recognize the impact Black women–owned small businesses have on their communities and the power of possibility when they have access to the resources and networks they need to thrive,” said Rustom Dastoor, executive vice president of marketing and communications at Mastercard, North America. “We are proud to support Amazon’s Black Business Accelerator program, leveraging innovative marketing and education to celebrate, elevate, and connect Black women–owned businesses with customers in a meaningful way.”

Each of the streams will feature two to three business owners in conversation with celebrity hosts. The series kicked off on Thursday, February 16 at 5:30 p.m. EST / 2:30 p.m. PST with Elaine Welteroth, with additional lives taking place on Friday, February 24 at 1 p.m. EST / 10 a.m. PST, featuring founder and CEO of Pattern Beauty Tracee Ellis Ross, and Friday, March 3 at 12 p.m. EST / 9 a.m. PST, featuring Coco Jones. In addition to shining a light on the importance and impact of Black-owned small businesses, the entrepreneurs will share the origin stories of their brands and how their businesses have found a home in the Amazon store. During these streams, customers will also be able to connect directly with the business owners via an interactive live chat. The livestreams will be available to watch on the Amazon homepage, Amazon Live, and the Amazon Live app on Fire TV on the day the streams take place.

The small businesses highlighted via the livestreams include Shea Yeleen, EPIC Everyday, Lillie’s of Charleston, Livity Yoga, Mocktail Club, Caribbrew, Partake Foods, and Roq Innovation. The collection of brands features a range of businesses offering everyday lifestyle items, from wellness products to delicious treats like barbecue sauce and gluten-free cookies—all shoppable in the Amazon store. Eligible customers will save 25% on any of the products featured in our livestream when they use their qualifying Mastercard, available for seven days following the live while supplies last. Check out the carousel for full terms and conditions. For those unable to watch the stream live, on-demand streams will be available the following two months.

Developed by Amazon Ads Brand Innovation Lab and Amazon Live, this Mastercard campaign with Amazon’s BBA is the first of its kind. Available for free to business owners with an Amazon Professional Seller account, the BBA is a program dedicated to helping build sustainable growth for Black-owned businesses by explicitly targeting barriers to access, opportunity, and advancement. To learn more, visit amazon.com/bba.

The campaign builds on Mastercard’s recent “She Runs This” program during GRAMMY® Week in celebration of Black women entrepreneurs. The initiative reinforces the company’s $500 million “In Solidarity” commitment to connect Black communities and small businesses across the US with the products, services, technology, education, networks, and financial support they deserve to succeed.