News
Introducing New Product Campaigns from Amazon Ads
Learn how New Product Campaigns from Amazon Ads helps drive faster and more efficient results.
New Product Campaigns
Drive 4x more views and sell 39% faster1
New Product Campaigns is a full-funnel solution that helps build awareness, drive engagement, and increase sales within the first 90 days. It helps connect your product to the right moments—faster—so you can reach shoppers and launch successfully from day one.
How do New Product Campaigns work?
Awareness
(first 30 days)
Reach shoppers early with engaging video and audio ads while they stream content.
Consideration
(30–60 days)
Keep shoppers interested as they browse and explore content across Amazon and beyond.
Conversion
(60–90 days)
Motivate shoppers to take action in key moments, guiding them to their final click.
Why should I use New Product Campaigns?
It's never been more important to introduce your product in front of the right audience and to do so quickly. Our campaigns deliver:
Quicker discovery
Brands that used New Product Campaigns saw, on average, 4x more unique glance views compared to brands using other full-funnel campaigns.2
Better engagement
Launches that clearly messaged their new products as new and notable in their ads saw at least a 22% increase in click-through rates, on average.3
Faster sales
Brands that used New Product Campaigns, on average, reached their 1,000-unit sales goal in 46 days—39% faster compared to 75 days for brands using other full-funnel campaigns.4
New product campaigns placements
Where can ads for New Product Campaigns show up?
Whether shoppers are on the Amazon store, Prime Video, connected devices such as Fire TV and Alexa, or browsing third-party apps and sites, they can engage with your brand across multiple touchpoints.
Video ads
Ads can appear alongside popular Amazon Original content, reaching audiences during their streaming TV viewing experiences.
Device ads
Ads can be displayed on connected home devices, like Fire TV, helping engage customers during their daily interactions with smart home technology.
Sponsored Brands
Leverage Sponsored Brands to showcase your product with custom headlines, your brand logo, and product images in high-visibility placements across Amazon search results.
Amazon store
Ads can appear in prominent ad placements within the Amazon store, giving your new product the visibility it needs to grow fast.
Amazon Live
With Amazon Live, brands host real-time video shopping experiences on Amazon that combine immersive storytelling, social interactivity, and the ability to seamlessly shop.
Amazon Publisher Direct
Engage with shoppers across thousands of premium third-party apps and sites via Amazon Publisher Direct and leading third-party exchanges.
RESOURCES
New Product Campaigns resources
Ready to get started with New Product Campaigns?
Get in contact with an Amazon Ads account executive today.
Frequently asked
questions, answered
How can I get started?
New Product Campaigns is ideal for advertisers enrolled in Amazon Brand Registry who want to promote their new product launch using a full-funnel campaign on Amazon DSP. It requires a minimum spend of $150,000 on Amazon DSP. Our dedicated managed service team can help manage everything—from planning and creative to measurement and reporting. Contact an Amazon Ads account executive to get started.
What if I don’t have any creative for my campaign?
Whether you have existing assets or are starting from scratch, Amazon creative services can help you produce compelling creative for video, audio, and display ads. Contact us, and we’ll direct you to the right solution.
What is new and notable, and how can I access it?
New and notable is an identifier that highlights products launched on the Amazon store in the last six months, making it easier for shoppers to discover new items. These identifiers run on video and display ads for both Amazon owned-and-operated and third-party inventory, as part of the New Product Campaigns media package. It’s not available in all ad formats or as a standalone option. A minimum spend of $150,000 on Amazon DSP is required. For further details, reach out to your Amazon Ads account executive or contact us to get started.
I’m launching a new product. Am I eligible for New Product Campaigns?
New Product Campaigns are available to U.S. sellers, vendors, brands, and agencies in the CPG, Consumables, and Hardlines categories who are enrolled in Amazon Brand Registry and are either preparing to launch a product or have launched one within the last six months.
How do I measure the success of New Product Campaigns?
In addition to standard campaign reporting metrics, we provide Brand Lift studies to help you understand lift performance as well as custom analytics across your Amazon DSP and ad console inventory using event-level data sets in Amazon Marketing Cloud.
Sources
- 1-2 Amazon internal data, US, May 1, 2024–Jan 9, 2025. Note: Budget estimates are for illustrative purposes; results are not predictive of future results.
- 3 Amazon internal data, US, Sep 18, 2023–Aug 10, 2024.
- 4 Amazon internal data, US, May 1, 2024–Jan 9, 2025. Note: Budget estimates are for illustrative purposes; results are not predictive of future results.