What it Takes to Build a Brand on Amazon

In this episode of the Better Advertising with BTR Media podcast, Destaney hosts Jeff Cohen from Amazon Ads and Gabi Viljoen from Nestle Health Science at Cannes Lions to discuss the evolution of full-funnel advertising on Amazon. They explore how Amazon's advertising canvas has expanded with Prime Video and options for D2C brands, emphasizing the importance of hyper-targeting and leveraging Amazon Marketing Cloud (AMC) for audience insights. Gabi shares her approach to using playbooks across multiple brands, highlighting the need to obsess over consumer journeys and adapt strategies through constant testing. The conversation touches on the significance of understanding consumer psychology, especially during key shopping events like Prime Day, and the value of creative customization using tools like Creative Studio to enhance ad relevance and customer loyalty, as well as democratizing measurement.