Amazon unBoxed 2021: Full Recap, Announcements, and Expert Takeaways

By Tinuiti Team

[This post was authored by Emily Sullivan and Shannon Mullery of Tinuiti]

Amazon experts and advertisers from across the globe gathered on October 26-27 for Amazon’s virtual event, unBoxed 2021. The event hosted 40+ speakers and included thought-provoking keynote sessions, practical breakout sessions, and lightning chats that packed a punch. This year’s unBoxed left us inspired, highlighting best practices in the advertising space, trending need-to-know insights, and a full report of Amazon’s latest and greatest products and features. 

Couldn’t attend live? No worries. We have you covered. We’re breaking down unBoxed 2021 with full session recaps, the news you need to know, and expert takeaways. Click on a session below that piques your interest and let’s dive into this year’s unBoxed. 

Day 1:

Day 2:


Amazon unBoxed 2021: Day One Keynote

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Andy Jassy | CEO, Amazon

Colleen Aubrey | SVP, Ad Products & Tech, Amazon Ads

Sarah Iooss | Head of Sales, Americas, Twitch

Kate Jhaveri | Chief Marketing Officer, NBA

Alan Moss | VP, Global Advertising Sales, Amazon Ads

Krystal Olivieri | Chief Innovation Officer, GroupM

Claire Paull | Director, Global Marketing and Training, Amazon Ads

Jen Sargent | Chief Executive Officer, Wondery

Keerat Sharma | Director, Amazon Ads

Amazon packed a ton of information into their hour-plus long keynote, which served in part as a detailed agenda, and highlight reel of the sessions to come later in the day. 

Below we’ve outlined some of our top takeaways from each of the 9 keynote speakers, along with some of the most noteworthy stats and announcements they shared.


Top Takeaways, Announcements & Quotes




“The announcement of interactive video ads is extremely exciting. Instead of relying on memory recall, customers can take direct action in the moment to purchase a product.”

Kyra Alpiner, Marketplace Insight Specialist at Tinuiti



“Audio and streaming advertisements are clearly strong areas of focus for Amazon this year. The introduction of Audio Ads on Alexa-enabled devices allows us to reach shoppers on a new medium where they can purchase or request more details in real-time without lifting a finger.”

Jessica Shapp, Associate, Marketplace Search at Tinuiti





“Podcasts have seen enormous growth in recent years, so advertising on the platform is only going to increase too. Audio ads have a considerable impact on listeners because they are reaching new audiences where they’re intentionally spending time.”

Kyra Alpiner, Marketplace Insight Specialist at Tinuiti







“We exist to help customers’ lives be easier and better, and to relentlessly invent to make it so.”

Andy Jassy, CEO, Amazon

“We’ve found that customers increasingly prefer tailored advertising, and meaningful experiences. And now, the pandemic has accelerated these trends; it’s heightened our need for comfort, joy, and meaning.”

Claire Paull, Director, Global Marketing and Training, Amazon Ads

“Amazon Streaming TV ads and Twitch jointly reach an unduplicated monthly audience of 135 million viewers across the US. To put that in perspective, that’s 1 in 3 people in the United States.”

Alan Moss, VP, Global Advertising Sales, Amazon Ads

“Sponsored Display enables you to meet customers on the Amazon homepage, where millions start their Amazon shopping journey; on Product Detail Page[s], as customers consider what to buy; and off Amazon, across millions of third-party websites and mobile apps, where customers discover brands in more serendipitous ways.”

Colleen Aubrey, SVP, Ad Products & Tech, Amazon Ads

“Streamers are bringing their whole selves to Twitch, streaming more than just gameplay. They’re streaming their other interests and things that make them special, like cooking, exercise, art, and so much more.”

Sarah Iooss, Head of Sales, Americas, Twitch

“Relevancy is key to Gen Z adults, so we continue to enhance our linear TV product with not only more camera angles, additional audio, and—of course—influencer integrations; we’re also expanding our digital and social offerings to create a much more customized and personal experience for fans, no matter where they are.”

Kate Jhaveri, Chief Marketing Officer, NBA

“Ultimately, as advertisers, we’re here to make connections: between brands and customers; between business challenges and solutions; and between audiences and the content they love. And if we’re lucky enough, and rigorous enough, these connections add value to the daily lives of our customers.”

Alan Moss, Global Advertising Sales, Amazon Ads

“Clean rooms are getting a lot of buzz in the industry right now, but a clean room is only as good as the data inside of it. We’re able to build queries leveraging Amazon media events that are only available through AMC. So this technology offers a way to help our advertisers understand consumer behaviors and media performance while preserving customer privacy.”

Krystal Olivieri, Chief Innovation Officer, GroupM

“Podcasts are experiencing explosive growth in consumer adoption, and the industry is ripe for brands to enter the space. Why? Because podcasting combines on-demand content with the medium of storytelling.”

Jen Sargent, Chief Executive Officer, Wondery

“AMC is now open to you wherever the Amazon DSP, or demand-side platform, is available. Over the last two years, over a thousand brands—including many of you—were invited to use AMC. You’ve told us it helps you do things that weren’t possible before. With it, you are understanding the relationships across the ad programs you use, tailoring how you inspect performance, and are able to use your own datasets to gain more insights and customization.”

Keerat Sharma, Director, Amazon Ads

Engage Customers Using Voice and TV-remote Capabilities with Interactive Ads

Kendra Tal | Senior Audio Ads Partnership Manager, Amazon Ads

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In this session, Kendra Tal explores Amazon Ad’s interactive ad products and how brands can make exploring content easier than ever via video and audio with voice commands and TV-remote clicks. Tal highlights new opportunities for customer engagement considering consumers are utilizing phones, computers, tablets, TVs, smart speakers, and more on a daily basis. 

“These interactions create millions of opportunities for brands to connect with consumers in a variety of different ways, places, and times. As a brand, you’re likely looking for, or at least open to, new and unique ways to engage customers wherever they are spending their time. That’s where Amazon’s Interactive Ads suite of products comes in.” 

Kendra Tal, Senior Audio Ads Partnership Manager, Amazon Ads

Tal highlights how Amazon strives to build seamless interactions within ad experiences and how they are taking the integration further than ever before. She announced that Amazon is introducing instinctive action, a new feature within their ad experiences, with the goal of reducing friction for customers and providing them with easy options to connect directly with a brand. 

“Using a simple voice command or remote click, customers can shop for or explore brand content using Alexa through Echo devices and Fire TV. Now, instead of grabbing your phone to search for a product, you can just ask Alexa to send you more information or add it to your cart” 

Kendra Tal, Senior Audio Ads Partnership Manager, Amazon Ads

These audio and video ads put the control in the hands of the user whether it be through a voice command or a remote control click. Amazon delivers these ads through IMDB TV and through Amazon Music (free) using either Alexa or a Fire TV remote. 

For brands that sell products on Amazon, this functionality will allow you to close the loop on shoppability.” 

Kendra Tal, Senior Audio Ads Partnership Manager, Amazon Ads

Advanced Techniques for Campaign Measurement and Optimization

Laurie Wang | Product Marketing Manager, Amazon Ads

Karen Narang | Principal Technical Product Manager, Amazon Ads

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To start the session, Laurie Wang takes us on her recent kitchen adventures and explains how she took on a series of baking initiatives with her extra free time during the pandemic. She uses the example of when she tried to bake a sponge cake and it didn’t go as planned. During her baking, Wang realized that how she used the whisk (the speed, direction, and motion) was critical in achieving that ideal batter texture.

“If you think about it, whisking is not all that different from advertising measurement. After all, like whisking, our measurement plays a behind the scenes role in the campaign you serve up. And just as the right whisking technique is key to producing a consistent batter and ensuring that perfect sponginess, using the correct measurement tools is crucial to producing meaningful insights, making our ads effective and engaging.” 

Laurie Wang – Product Marketing Manager, Amazon Ads

In this session, Amazon experts cover three new advanced measurement solutions that can help advertisers view campaign performance more holistically and make more data-driven advertising decisions with marketing efforts.

  1. Amazon Attribution (beta) is a free measurement solution that allows brands to measure how non-Amazon media is contributing to conversions in Amazon’s store, giving marketers a better look at the full customer journey to refine strategies and future media plans.

“In addition to testing channels and creatives… you can also use the tool to analyze how different audiences, products, or landing pages can drive the optimal performance.”

Laurie Wang – Product Marketing Manager, Amazon Ads

  1. Brand Metrics is another new measurement tool that quantifies opportunities for your brand at each stage of the customer journey on Amazon. The key signals include:

“Amazon continues to release tools that allow brands to double click into their category, which allows brands to benchmark themselves against competitors. The opportunity to see these metrics by week or month allows us to measure the impact of new ad strategies we’re implementing to see if we’re increasing SOV at all stages of the shopper funnel.”

Courtney Macfarlane, Marketplaces Strategist at Tinuiti

  1. Amazon Brand Lift (beta) is the third new advanced measurement solution Amazon announced during this session and this solution allows brands to quantify how campaigns are driving brand metrics like awareness, preference, or purchase intent.

And while all three solutions are incredible assets, Wang wants you to keep in mind that… 

“There is absolutely no prescribed sequence of adoption, and it’s not always necessary to take on all three [advanced measurement solutions] at once. Based on your business objective, media usage, and campaign flight times, you may need one more than another at some point.” 

Laurie Wang, Product Marketing Manager, Amazon Ads

For more information on these new solutions, and for tips for getting started, check out Amazon’s cheat sheet. 

Connect Across the Purchase Journey with Sponsored Display

Starry Peng | Senior Product Manager, Amazon Ads

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To start this session, Starry Peng, Senior Product Manager at Amazon Ads, walks us through the consumer shopping journey, and explains how shopping habits are ever-evolving. She highlights that the shopping journey doesn’t just include when people are actively shopping; it now includes when they are being entertained in a non-shopping context. It’s now more important than ever to reach the right audiences for your business both on and off Amazon, and Peng explains how Sponsored Display can help you do just that. 

“According to Amazon Insights, audiences typically take 6-7 days to make a purchase. That’s right, 6-7 days! This means that research and discovery are foundational parts of the shopping journey and it is critical to stay top of mind during these phases.” 

Starry Peng, Senior Product Manager, Amazon Ads

Sponsored Display is a retail-centric display advertising solution to support your goals. Utilizing Sponsored Display allows you to extend your presence to other critical parts of the shopping journey (Amazon homepage, product detail pages, off-Amazon placements, and Twitch). She highlights how advertisers can use two tactics in Sponsored Display:

Peng highlights four key features of Sponsored Display:

  1. Measure success for your goals – access key metrics like click-through rate and new-to-brand
  2. Built API-first – leverage third-party tool providers, if preferred
  3. Machine learning-powered recommendations – remove the guesswork on inputs like bidding and targeting
  4. Signal your campaign goals – optimize, pay for, and measure your campaign based on your objective

After diving into the four key features of Sponsored Display, Peng covers Sponsored Display audiences in a bit more depth, highlighting the two ways to use them:

Pre-build Amazon audiences

These audiences are specifically designed by Amazon audiences to be easy to use and ready to go. These can include lifestyle, interest, life events, and in-market audience segments.

Custom-built audiences

This option allows for more flexible controls. An example of this includes “views remarketing” to reach audiences who have previously viewed products in certain Amazon retail categories.

While all of this might sound great… you might be wondering, “what ad creative should I be leveraging for Sponsored Display?” Peng covers two creative options that will allow you to convey your brand story:

Auto-generated ad creatives

These creatives automatically pull product imagery from your promoted products detail page and are specifically designed to engage audiences with familiar Amazon retail elements.

Custom image ad creatives

These ad creatives give you the ability to tell your story in your brand’s own visual language. Additionally, you can upload your own lifestyle images to convey your product and brand story.

During this session, Peng unveiled a few key announcements from Amazon to keep in mind:

“Previously, we were limited to a 30-day lookback for the Remarketing or Similar Product Remarketing audiences. For certain brands, a 30-day lookback is too long, which meant we were targeting shoppers that had likely purchased a different brand. The opportunity to now retarget based on 7,14, or 30 day lookback windows helps us to finetune our Sponsored Display ads to improve CTR and ROAS.”

Courtney Macfarlane, Marketplaces Strategist at Tinuiti


A Holistic View of Video Advertising

Ranji Bissessar | Senior Product Marketing Manager, Amazon Ads

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In this session, Bissessar dove into the incredible reach video advertising offers, and how building a cross-screen, video-first Amazon advertising strategy can help you reach a “leaned-in audience.” 

He kicked things off with some impressive statistics to consider:

“With more content being consumed in video format, we’ve seen a rise in video ads that play alongside this content. In the last year, viewers have become more accustomed to ads in video.”

Ranji Bissessar, Senior Product Marketing Manager, Amazon Ads

Next, Bissessar dove into the myriad, non-linear ways consumers discover these advertised products, including through hearing audio ads, reading reviews, and performing personal research

“Video ads can help brands meet customers where they are in the customer journey, and provide them with rich information about a product or service that can’t be conveyed through image or text.”

Ranji Bissessar, Senior Product Marketing Manager, Amazon Ads

Amazon Ads Video Solutions

After exploring why video ads are so important and impactful, Bissessar highlighted the suite of video solutions available from Amazon Ads, and how each helps you reach audiences at differing stages / to achieve different goals, create relevant brand moments, and importantly, measure the results of those moments on, and off, Amazon. 

“For customers, time spent streaming video across Amazon not only helps them to discover new brands, but this time, also translates to billions of first-party shopping and streaming insights that helps advertisers deliver more relevant ads to their audiences.”

Ranji Bissessar, Senior Product Marketing Manager, Amazon Ads

These solutions include:

Bissessar closes out his session by explaining the extensive measurement capabilities Amazon Ads video solutions offer, and how you can use those metrics for a more comprehensive understanding of what’s working best for your brand. 

A Practical Guide to High-Impact Media Planning

Eniola Tay-Agbozo | Senior Manager, Analytics and Media Management, Amazon Ads

Janani Prithviraj | Senior Analytics and Media Manager, Amazon Ads

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You might be building amazing campaigns, but how do you know if they are really working? In this lightning session, Eniola Tay-Agbozo and Janani Prithviraj take a deep dive into the planning tools you should be utilizing to drive continued growth. They begin this by honing in on the following questions/three building blocks advertisers need to start with:

Prithviraj walks us through each of the building blocks and shows how Amazon provides scaled and brand-specific solutions to unlock these insights like their audience planning tool and brand overlap reports. She then walks through Amazon’s three proprietary insights categories and what they can offer advertisers:

When it comes to measuring success, Prithviraj encourages advertisers to utilize Amazon’s two flagship solutions for this work:

Tay-Agbozo wraps up this breakout session with a case study Amazon conducted to see whether brands that paired their off-Amazon spend with Sponsored Ads performed better than those that did not run Sponsored Ads…

“Leveraging Amazon attribution data, we observed that advertisers that paired their off-Amazon spend with Amazon Sponsored Ads delivered a 20% lift in detail page views per click and a 57% lift in sales per click for their off-Amazon ads than brands that did not spend on Sponsored Ads at all. Through these insights, we can see that the use of Sponsored Ads to create a strong brand presence on-site actually improves the efficacy of your off-Amazon media.” 

Eniola Tay-Agbozo, Senior Manager, Analytics and Media Management, Amazon Ads

Best Practices for Reaching Customers During the Holidays

Awilda Hancock | Global Vertical Marketing Lead, Amazon Ads

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Hancock, a self-professed last-minute gift shopper, dives into ways that brands can make the most of the final shopping month of the holiday season. She highlights which ad types/locations are best designed to reach shoppers throughout the full funnel.

“Holiday shopping peaks during Black Friday and Cyber Monday, but consumers will continue shopping well into December. There’s a big opportunity to reach shoppers who are waiting until the last minute to purchase the perfect gift.”

—Awilda Hancock, Global Vertical Marketing Lead, Amazon Ads

Amazon conducted a study with Kantar to learn more about what matters most to holiday shoppers this year, and when/where they’ll be spending. The results of that study found:

“Shoppers want to know what a brand stands for, and whether that aligns with their personal values. Shared values create a level of trust between shoppers and brands. If shoppers are choosing between two brands, they’re more likely to buy products from a brand with similar values to their own.”

—Awilda Hancock, Global Vertical Marketing Lead, Amazon Ads

Hancock also provided 3 steps brands should take when building their December marketing strategy (post-Black Friday/Cyber Monday), and which Amazon Ads types are ideal for reaching varying audiences.

Step One

What To Do: Expand your reach to ensure your ads are delivered to shoppers in the inspiration/consideration stage

What Ads to Consider: Amazon Streaming TV Ads (shown on IMDb TV, live sports, Twitch, and leading broadcaster apps on Fire TV) & Amazon Audio Ads

“During the 2020 holiday season, we saw listening on Amazon Music Free spike around Christmas time. As audiences tune in for their favorite music throughout the holidays, it’s a great time to reach them with Amazon Audio Ads.”

—Awilda Hancock, Global Vertical Marketing Lead, Amazon Ads

Step Two

What to Do: Enhance the opportunity to secure a sale with purchase-ready shoppers who are already aware of your brand by “owning your aisle”

What Ads to Consider: Amazon Live

“Owning your aisle means standing out in your category, and differentiating your brand from others within the same category.”

—Awilda Hancock, Global Vertical Marketing Lead, Amazon Ads

Step Three

What to Do: Re-engage with your existing customers as they shop for gifts

What Ads to Consider: Remarketing with Sponsored Display

Hancock wrapped up her recommendations with some impressive stats from December 2020 that underscore the value of strategically combining tactics for the biggest return. 


Leverage Premium Content that Puts Viewers First with IMDb TV and Twitch

Jesse Shaw | Head of Sales Partnerships, Twitch

Edwina Cumberbatch | Senior Branded Entertainment Partner Manager for IMDb TV, Amazon Ads

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Shaw and Cumberbatch explored the evolving preferences of modern consumers, how Twitch and IMDb TV are responding to those adjusting preferences, and how brands can work with Twitch and IMDb TV to reach their desired audiences in this choice-driven landscape. 

Cumberbatch and Shaw explained that one of the most impactful changes we’ve seen in the 21st century is a dramatic increase in the number of entertainment options competing for our time.

“The entertainment landscape has undergone a sea change within the past two decades, and this change has been accompanied by a shift in media consumption habits. Whereas before, we had limited entertainment options, nowadays consumers have nearly limitless choices across podcasts, TV, online, and more. And this has caused a fragmentation of attention.” 

—Edwina Cumberbatch, Senior Branded Entertainment Partner Manager for IMDb TV, Amazon Ads

“At its core, it comes down to the consumer. Consumers are demanding more choice and control over their viewing experiences, and the entertainment providers that can provide that choice are the ones that are seeing the biggest gain from this shift in consumption. Content availability, ease of use, accessibility, and control over the viewing experiencethese are all attributes that consumers stated as being important when choosing a streaming service in a recent KPMG study.

—Jesse Shaw | Head of Sales Partnerships, Twitch

As for why Twitch, IMDb TV, Wondery, and Audible are designed to help you reach more viewers in this sea of options:


According to the 2020 Cord Evolution study:

Brands can connect with IMDb TV viewers a few ways, including:


While many of us still think of gaming first and foremost when it comes to Twitch, the service has expanded in recent years, including content focused on cooking, music, sports, and more.

“Gaming—it’s in our DNA. However, these past few years we’ve seen incredible growth of all types on the service, from different types of content, to hours watched, to viewership, and more.”

—Jesse Shaw | Head of Sales Partnerships, Twitch

Twitch Stats and Advertiser Considerations

For an example of the unique possibilities advertisers have available on Twitch, check out the Pringles campaign featuring Frank the zombie cowboy!

“By leveraging a mix of custom commercials and custom streams featuring our popular creators, Pringles ensured that they hit the right tone and message in their advertising, and were additive to the viewing experience, surprising and delighting our viewers, and earning a ton of positive, earned media in the process.”

—Jesse Shaw | Head of Sales Partnerships, Twitch

SharkNinja’s Approach to Connected Home Ad Creative

Heather Kehrberg | Director of Campaign Management, Amazon Ads

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In this lightning talk, Heather Kehrberg, Director of Campaign Management at Amazon Ads shares the work they’ve done with SharkNinja over the past four years and the brand’s investment in the connected home space. But what is “connected home space?” Kehrberg explains…

“The connected home is a way of referring to households that have internet-enabled devices. For example, streaming TVs, smart speakers, Ring doorbells or robot vacuums. When we are talking about the connected home in advertising, we’re talking about how Amazon ads enable our advertisers to reach audiences through these devices that they have in their homes.” 

Heather Kehrberg, Director of Campaign Management, Amazon Ads

Kehrberg highlights the popularity of connected homes. In fact, according to a study by eMarketer, 78% of U.S. households own a connected TV, a number that is expected to grow to over 300 million by 2023. It’s clear that this space is growing rapidly, but how can advertisers make ad creative that resonates? Kehrberg shares how SharkNinja has been doing just that with their recent streaming TV campaigns in a few different ways.

For example, in a campaign for the Ninja Foodi Blender, SharkNinja created a variety of ads tailored to different use cases for the same product and broke them down into different categories like a casual, snacking audience (think: salsas and dips) vs. a “foodi with flare” (think: creative side dishes and recipes). In this example, SharkNinja maximized their creative efforts by using the same visuals in their ads, but altered the copy to reflect the messaging for each audience.

Kehrberg shares another way to “uplevel” connected home creative is by utilizing Amazon Ad’s Streaming TV Studio. This tool enables advertisers to enhance their brand videos using customized templates. She highlights how SharkNinja used this tool for their Shark Robot ads and incorporated Amazon brand elements into their video.

“Using Streaming TV Studio and integrating the digital shelf right into the creative attracted shoppers who have not purchased Shark products before and 84% of shoppers were new-to-brand.” 

Heather Kehrberg, Director of Campaign Management, Amazon Ads

Kehrberg wraps up the session with three things to remember when developing creative for your next connected home campaign:

  1. Know your audience – Make sure your messaging is relevant to them
  2. Show the shelf – Bring the digital shelf into connected homes by integrating Amazon product information 
  3. Ask Alexa – Utilizing Alexa CTAs allows your audience to engage in new ways with the creative and your products

For more information on SharkNinja’s success, check out Amazon’s recent case study.

Katelynn Gonzalez | Marketing Manager, Amazon Ads

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Gonzalez began her session with an overview of Sponsored Brands ads—available in product collection, stores spotlight, and video formats. She explored why it’s so important to set goals for your SB campaigns, reviewing three available goals for consideration, and tying those goals back to the ad formats that best align with them.

“Before you create a campaign, it’s important to know what business goal you want to accomplish through your advertising. Deciding on your goals upfront will help guide your decision-making.” 

—Katelynn Gonzalez, Marketing Manager, Amazon Ads

Goals, Recommended Ad Formats & Best Practices

Goal 1. Cross-selling complementary products 

Recommended Ad Formats: Product Collection, Stores Spotlight

Best Practices for Cross-Selling in Ads:

Goal 2. Building brand awareness and loyalty

Recommended Ad Formats: Linking Product Collection Ads to your Amazon Store

“For this goal, instead of linking your product collection to a landing page featuring a list of your advertised products, we recommend linking these campaigns to your Amazon Store to help shoppers explore your entire product selection and brand.”

—Katelynn Gonzalez, Marketing Manager, Amazon Ads

Gonzalez shared that Amazon’s internal data has shown an average 28% better ROAS (return on ad spend) when linking sponsored brand campaigns to your Store page, compared to linking to a product list page.

Best Practices:

Goal 3. Driving product discovery and purchase

Recommended Ad Formats: Video

“With video, you have an opportunity to engage shoppers with your product in a short, but informative video, that displays in high-visibility placements. In your video, you can feature your product—or multiple variations of the product you are advertising—while showing the product in action, or showing its benefits, and beyond.”

—Katelynn Gonzalez, Marketing Manager, Amazon Ads

Amazon Marketing Cloud Deep Dive

Crystal Astrachan | Senior Technical Product Manager, Amazon Ads

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This session explored how to use the privacy-safe Amazon Marketing Cloud (AMC), built on Amazon Web Services (AWS), to better evaluate cross-channel performance, refine your audience planning, and optimize your media investment. 

“Amazon Marketing Cloud, or AMC, is part of the Amazon Ads technology suite. Our technology suite is a set of solutions built for helping advertisers achieve a greater level of sophistication in the planning, purchase, measurement, and optimization of their media. AMC is a primary measurement engine within our technology suite; it is an advanced insight and data clean room solution designed to help advertisers analyze investment across multiple channels, such as search, display, video, and audio.”

—Crystal Astrachan | Senior Technical Product Manager, Amazon Ads

AMC Dataset Inputs & Information

The advantages of AMC being built on AWS include “scalable data computing and safe storage capabilities” through advertiser-dedicated AMC environments. AMC enables you to “link the datasets you own with Amazon’s rich advertising and retail signals in a clean room environment that is exclusively accessible to you.”

Next, Astrachan provided a walkthrough demo of the AMC web user interface, showcasing how to use:

“We have named the queries we offer in AMC “instructional queries,” because they provide more than just annotated sequel code. Each instructional query helps you learn how to use AMC, one example at a time.”

—Crystal Astrachan | Senior Technical Product Manager, Amazon Ads

How Advertisers Can Upload Their Datasets to AMC

  1. Hash your dataset 
  2. Add the hashed dataset to your S3 bucket in your AWS account
  3. Orchestrate the dataset upload through the AMC API
  4. Query uploaded datasets

Astrachan then walked viewers through an array of common AMC use cases, including media mix analysis, omnichannel impact analysis, custom attribution, audience insights, and journey assessment, and some best practices to consider. 

This information-packed session concludes with a success story, and is a must-watch for anyone considering Amazon Marketing Cloud. 

Understand the Connected Consumer

Victoria Drake | Senior Program Manager, Measurement, Amazon Ads

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Drake’s session kicked off with the findings from a 2021 study aimed at better understanding connected consumers.

“Amazon Ads worked with Ipsos to conduct a study that surveyed 3,000 Americans, ages 18-64, to learn about the ways that audiences are streaming, shopping, and how they interact with brands.”

—Victoria Drake, Senior Program Manager, Measurement, Amazon Ads

Drake dove into the results of that study to explain who connected consumers are, what streaming and device behaviors they exhibit, and why they’re such an important group for advertisers to reach, “engage and delight.”

Connected Consumers Stats & Survey Results

Amazon Connected Video Customers Stats & Survey Results

Why are these groups so important for advertisers?

“Perhaps due to their age and affluence, connected consumers and Amazon connected video customers are more likely than the general population to make some big moves in the next year. Many of them are planning to travel, start new jobs, move, and buy a home.”

—Victoria Drake, Senior Program Manager, Measurement, Amazon Ads

Drake advises that brands leverage life events audiences to reach these “milestone moments” shoppers.

Which streaming TV tools, ad formats and services can help brands reach these viewers on Amazon?


Amazon unBoxed 2021: Day Two Keynote

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Simone Biles | World’s Most Decorated Gymnast

Claudine Cheever | VP, Global Brand and Marketing, Amazon

Latasha Gillespie | Executive Head of Diversity, Equity and Inclusion, Amazon Studios, Prime Video, and IMDb

Philippe Krakowsky | Chief Executive Officer, IPG

Sonika Malhotra | Co-Founder and Senior Global Brand Director of Love Beauty and Planet, Unilever

Claire Paull | Director, Global Marketing and Training, Amazon Ads

Cameron Westfall | Head of Product and Engineering, Climate Pledge Friendly, Amazon

Day two kicked off with an insightful keynote session, which put an important focus on storytelling, brand authenticity, purpose-driven marketing, inclusivity, and sustainability. 

The session starts with a sit-down chat with Latasha Gillespie, Executive Head of Diversity, Equity and Inclusion at Amazon Studios, Prime Video, and IMDb and Simone Biles, the World’s Most Decorated Gymnast. They both chat through the importance of authenticity and inclusion in storytelling. Here are a few soundbites:

“Diversity, equity, and inclusion are an important part of storytelling. Whether it’s in television and film, which is my business, or brand campaigns and creative ads in yours, collectively, we can challenge harmful stereotypes and tropes.” 

Latasha Gillespie, Executive Head of Diversity, Equity and Inclusion, Amazon Studios, Prime Video, and IMDb

“[When it comes to evaluating brand partnerships] I look for support in and out of the job and what I want to do in the future. It also has to be something that I 100% believe in so that’s why I’ll never sign with a brand that I don’t use, believe in, or support.”

Simone Biles, World’s Most Decorated Gymnast

Next, Claudine Cheever, VP, Global Brand and Marketing at Amazon shares her take on brand authenticity. She also sits down with Philippe Krakowsky, Chief Executive Officer at IPG to gather his take on the same topic. Check out a few soundbites from their important conversation:

“If the truth about your brand makes you a bit uncomfortable, if it makes you feel vulnerable, it’s probably where you should lean in. And that’s what’s going to make a good story. One that’s authentic and one that’s memorable.”

Claudine Cheever VP, Global Brand and Marketing, Amazon

“The most important part about authenticity is how we identify and how you empower people to do that.”

Philippe Krakowsky, Chief Executive Officer, IPG

“Brand purpose doesn’t just help you differentiate your brand, I think it’s an important way to connect with your own employees and motivate them as well.”

Philippe Krakowsky, Chief Executive Officer, IPG

Cameron Westfall Head of Product and Engineering, Climate Pledge Friendly at Amazon highlights how a growing number of customers today care about sustainability. In fact, according to IBM and the National Retail Federation, 8 in 10 say sustainability is important and 6 in 10 would change shopping habits to reduce environmental impact. Westfall describes how Amazon founded The Climate Pledge, committing to be net-zero carbon by 2040. He covers how Amazon’s program, Climate Pledge Friendly, makes it easier for shoppers to purchase sustainable products online. Westfall sits down with Sonika Malhotra, Co-Founder and Senior Global Brand Director of Love Beauty and Planet who has a mission of making the planet and its people cleaner, greener, and more beautiful. Here are a few soundbites from their chat:

“We need millions of imperfect environmentalists rather than the few perfect ones and hopefully, as a brand, we are creating many of them.”

 Sonika Malhotra, Co-Founder and Senior Global Brand Director of Love Beauty and Planet, Unilever

“If I had to give one piece of advice, or maybe two, the first would be to just get started. As human beings we have damaged the environment so much over the years that we are already super late to start so let’s not intellectualize this too much, we just need to get started. The second would be, don’t wait for the perfect solution… the pursuit of goodness or doing something more is more important than perfection. Lastly, educate yourself… read, take classes, and visit a recycling center. The more you learn, the more you realize how little you know, so every time you are trying to offer a solution, you’re pushing yourself a little more.” 

 Sonika Malhotra, Co-Founder and Senior Global Brand Director of Love Beauty and Planet, Unilever

“Time is fleeting. It’s going to take brands like yours – creating, innovating, committing to more sustainable products and practices to help preserve our natural world.” 

 Cameron Westfall, Head of Product and Engineering, Climate Pledge Friendly, Amazon

Key takeaways:

This keynote session is a must-watch so we encourage you to view the session here

Brand Metrics (βeta) Deep Dive

Scott Collins | Senior Product Manager, Amazon Ads

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Collins walked us through the abundance of insights packed into Amazon’s new Brand Metrics tool, explaining how to use it for optimization, benchmarking against your category peers, measuring performance, and crafting your brand-building strategy.

“Brand Metrics helps establish a baseline that can inform both your retail and advertising efforts. Brand Metrics quantifies opportunities for your brand at each stage of the customer journey, and helps you understand the value of different shopping engagements as customers move closer to purchase and loyalty.”

—Scott Collins, Senior Product Manager, Amazon Ads 

Brand Metrics Capabilities

Each of the Brand Metrics 

Brand Metrics includes 19 different individual metrics brands and advertisers can dive further into to better understand what’s working well, what additional sales can be expected based on current data, where they have room to grow, and more:

After exploring some ways brands and advertisers can interpret and use Brand Metrics insights, Collins discussed how brands can “pair the insights you get from Brand Metrics with the tactics you can take with your Sponsored Ads to Amazon Display Ads, or Streaming TV Ads, to help continuously grow on Amazon.” 

We’re excited to see Brand Metrics in action, and look forward to leveraging insights from this suite of valuable tools to help our Amazon clients see even greater results.

Create Lasting Connections with Brand Content Solutions

Becca Zabow | Senior Product Marketing Manager, Amazon Ads

Ready to create lasting connections with customers who shop on Amazon? In this session, Becca Zabow, Senior Product Marketing Manager at Amazon Ads shares her tips and tricks to do just that. She kicks off her keynote by exploring the evolving consumer shopping journey. During this journey, Zabow explains how consumers are in a discovery mindset, meaning they are open to discovering and shopping from new brands. In fact, she highlights a few impressive stats from Tinuiti including that 75% of shoppers on Amazon are open to discovering new products and brands, and 52% of shoppers are more willing to buy from a brand they’re not familiar with on Amazon. 

“This means that discovery, exploration, and creating lasting impressions can help you connect with shoppers on Amazon.” 

Becca Zabow, Senior Product Marketing Manager, Amazon Ads

But how can you get consumers to connect with your brand on Amazon? Zabow explains that having an Amazon store is a great place to start. It’s a place where you can tell your brand’s story and curate content that connects with your customers through lifestyle and video creative. But, what makes a good store? According to Zabow, a good store includes fresh content, a thoughtful structure, and multiple sub-pages.

“On average, stores updated within the past 90 days have 21% more repeat visitors and 35% higher attributed sales per visitor.” 

Becca Zabow, Senior Product Marketing Manager, Amazon Ads

Zabow also highlights the variety of content you can and should add to your Amazon store:

Next, Zabow shares her top three ways to drive discovery on Amazon:

Interested in posts (beta)? Zabow shares that posts (beta) helps brands build an emotional connection with shoppers while they are in discovery mode. With posts (beta), you can make your product stand out and grow your follower base. Shoppers can find your posts in carousels on product detail pages, in content feeds for related products and categories, and in your store. Amazon’s system will automatically set where your posts will live based on relevance and shopping engagement.

Top tips for posts (beta):

Next, Zabow covers how brands can build a loyal shopper base and consumer connection on Amazon. She encourages brands to use Brand Follow (available in the U.S.). Brand Follow allows users to engage with brands on Amazon and allows brands to grow their shopper base on Amazon. There is no action you need to take to enroll in the Brand Follow program. Amazon provides users with the ability to easily follow brands at any stage in the shopping journey. To gain more followers, Zabow encourages brands to:

“Shoppers who follow a brand on Amazon spend 2.3x more and purchase 1.8x more frequently than non-followers.” 

Becca Zabow, Senior Product Marketing Manager, Amazon Ads

Zabow shares four different ways to re-engaging followers on Amazon:

Additionally, Zabow highlights a new launch from Amazon: Creative Assets. Creative Assets is an asset library designed to make it easier for brands to leverage their assets across your no-cost and ad placements. With Creative Assets brands can:

To wrap up her session, Zabow covers the importance of measurement for optimizing and understanding success. She covers the metrics available to brands including: 


Expand Your Reach with Streaming TV Ads

Andrew Cole | Product Marketing Manager, Amazon Ads

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The streaming landscape is ever-evolving and growing, that’s why Andrew Cole, Product Marketing Manager at Amazon Ads is bringing it back to the basics at the start of his session covering all things streaming TV. Cole begins by highlighting essential terms to know before getting started in the streaming space including:

After briefing viewers with the basic verbiage, Cole also shared some impressive statistics to consider when it comes to streaming TV:

After covering the basics and need-to-know stats, Cole dove into the ways advertisers can utilize streaming TV ads to their benefit in a variety of different formats like:

Amazon streaming TV ads

On Amazon’s IMDB TV, each show has unskippable ads integrated within the viewing experience. 15 or 30 second streaming TV ad spots will show up directly within Amazon’s premium ad-supported content.  This streaming TV ad experience includes full-screen ads, brand safety controls, and these ads are non-skippable and boast a 97% completion rate.

Sponsorships and brand entertainment

Amazon offers advertisers a way to align their brand with Amazon IMDB TV original shows through sponsorships with limited commercial interruptions, branded integrations, and custom storytelling.

Interactive video ads (beta) 

These ads invite viewers to interact with a brand using their voice or remote these ads activate a traditionally passive experience. Viewers can use their voice or remote to “add to cart”, “learn more”, or “buy now.”

Cole wraps up this session by highlighting the main benefits of streaming TV ads including:

“In a recent study we conducted with Nielsen, we found that Amazon streaming TV campaigns delivered an average of 7.4% incremental reach to a brand’s linear TV campaign reach. That means if you had a campaign that engaged 100 million viewers on broadcast TV, you could reach an incremental 7.4 million viewers if you added Amazon streaming TV ads to your media mix.” 

Andrew Cole, Product Marketing Manager, Amazon Ads

Engage Connected Home Audiences with Amazon Audio Ads

Patrick Givens | Principal Product Marketing Lead, Amazon Ads

Alyson Sprague | Senior Program Manager, Audio Measurement and Research, Amazon Ads

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Givens kicked off the session with some impressive stats advertisers should consider when determining the impact that highly-engaging streaming audio advertising can have on their business:

Next, Sprague reviewed some of the top findings from a study conducted by Amazon Ads and Ipsos, focused on connected consumers and the connected home.

“We surveyed 3,000 US respondents, trying to understand the differences between customers who use connected devices, and those that do not. One of the subsections of connected consumers that we dug deeply into is what we are calling Amazon Connected Audio Customers. These are customers who reported that they use their Alexa devices at least once per month.” 

—Alyson Sprague, Senior Program Manager, Audio Measurement and Research, Amazon Ads

About Amazon Connected Audio Customers

About Amazon Audio Ads

What’s Next from Amazon Audio

“We are innovating on behalf of our customers, developing solutions that help brands reach audiences with relevant messages across a range of different types of high-quality, streaming content experiences. To start off, we’re expanding Amazon Audio Ads beyond the free tier of Amazon Music. For example, working with Amazon Publisher Services (APS), we’re helping advertisers gain additional reach on premium, third-party audio supply from top music and radio publishers.     

—Patrick Givens, Principal Product Marketing Lead, Amazon Ads

Amazon Audio Ads through APS – Currently in beta

Another announcement shared was the launch of Interactive Audio Ads, currently in closed beta. In addition to the current calls-to-action available, Amazon is in development on additional CTAs for listeners to engage with their audio ads. 

Advanced Techniques to Grow Your Business Using Sponsored Display

Marc Tian | Senior Manager of Product, Amazon Ads

Sourav Singh | Senior Product Manager, Amazon Ads

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Before diving into the advanced techniques to come, Tian first offered an explanation of Sponsored Display, and what’s unique about the ad solution compared to some of their other ad offerings. 

“We enable advertisers to engage audiences based on both contextual and first-party signals.”

 —Marc Tian, Senior Manager of Product, Amazon Ads

Next, he shared an announcement that Sponsored Display is expanding to Twitch, a service that got quite a bit of airtime throughout the entire event. 

Singh underscored the benefit that extending to Twitch can bring advertisers already using other sponsored ad solutions, sharing that: 

“Advertisers with a balanced investment across Sponsored Products, Sponsored Brands, and Sponsored Display saw up to 15% higher year-on-year sales at a better ROAS compared to those only using Sponsored Products.”

Use Case Examples 

Next, Singh shifted gears to Sponsored Display specifically, highlighting some of its benefits, including intuitive controls and campaigns and easy set-up. Singh noted that 40+ retail signals are used during bidding, helping “serve relevant ads to relevant audiences cost-effectively.”

Sponsored Display Controls

“These imports allow an advertiser to create a campaign that aligns with their needs, fits their goals, and allows them to bring their unique insights.”

—Sourav Singh, Senior Product Manager, Amazon Ads

Campaign Recommendations & Tips

Auto-Generated Creative

Custom Creative

“We’re evolving our creatives to be both responsive and dynamically optimized using machine learning algorithms to serve the ad creative most likely to fulfill your need for any impression. This means your Sponsored Display creative will be optimized to an infinite number of sizes, across devices and publishers, giving you more opportunities to reach relevant audiences.”

 —Marc Tian, Senior Manager of Product, Amazon Ads

Announcement: Amazon is launching Purchases remarketing, aimed at helping “advertisers level-up a loyal customer base.” This will be especially valuable for advertisers looking to drive repeat customers for items that frequently need replacing or restocking, like pet food

The Beginner’s Guide to Brand Advertising

Neha Patel | Senior Account Executive, Amazon Ads

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In this session designed for the newer-to-Amazon Ads audience, Patel explained why sales activation alone won’t help achieve lasting success, rather it needs to be executed in conjunction with ongoing, active brand-building efforts. 

“Brand advertising allows you to generate brand awareness, expand your reach, and make your brand name and story more recognizable to customers. Brand advertising is key to building trust and emotional connections with customers, which is vital for any brand no matter what industry you are in.”

—Neha Patel, Senior Account Executive, Amazon Ads

Patel provided a detailed example of how The Honest Company adjusted their Amazon advertising efforts to create a greater sense of trust, and reach a wider audience, by broadening their efforts beyond the lower-funnel. 

Some highlights included:


Nicole Kocherov, Principal Technical Product Manager, Amazon Ads

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Nicole Kocherov, Principal Technical Product Manager, Amazon Ads starts her lightning chat by highlighting the two key inputs in Sponsored Products – your budget and your bid. She notes that even with Amazon’s recommendations, it can be difficult to know exactly what to set.

Amazon advertising currently provides advertisers with suggestions to set bids for every target and budget suggestions when you go out of budget. Kocherov states that it’s hard to know how often you need to adjust these inputs to ensure that your campaigns are performing at their highest levels. To combat these issues, Kocherov highlights a new control that Amazon has introduced called Rules. 

Rules lets you set a business rule that Amazon Advertising will use as inputs to adjust your bids and budgets. These rules allow advertisers to set performance expectations based on business and goals.

Kocherov also covers another issue that advertisers occasionally deal with, running out of budget on special days like Black Friday or Prime Day. Luckily Amazon just announced that they have just launched schedule based budget rules and event based budget recommendations.

“By using schedule based budget rules with event based recommendations, you can set your campaigns to adjust budgets only on these peak days ahead of time. Through Amazon Advertising API or Advertising Console, you can set the date range and the percentage by which you want to increase your budget.”

Nicole Kocherov, Principal Technical Product Manager, Amazon Ads

After covering schedule based budget rules and event based budget recommendations, Kocherov moves into performance based budget rules and rule based bidding.

Performance based-budget rules

You can manage your daily budgets based on a performance metric. By setting a rule if a campaign is meeting your performance goals, you can automatically increase your budget through performance based budget rules. Performance based budget rules are available for CTR, conversion rate, and ACOS.

Rule-based bidding

To optimize your campaign bids in an automatic fashion, Kocherov announced that Amazon has a new performance based rule for you to use. With rule based bidding, Amazon has taken out the guesswork for you to understand your optimal bid at each impression opportunity. 

“Rule based bidding gives you a tool to continuously adapt advertising bid suggestions based off of a ROAS guard rail.” 

Nicole Kocherov, Principal Technical Product Manager, Amazon Ads

Deliver Brand Growth with Sponsored Display and Amazon DSP

Raja Ghanta | Manager, Product Management, Amazon Ads

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Raja Ghanta, Manager, Product Management, Amazon Ads begins this lightning chat by explaining how purchases often don’t happen immediately. Many consumers take time to browse, research, and ask friends for recommendations. During the overall shopping journey, consumers interact with a wide variety of brands. He highlights how display advertising can help reach audiences in every phase of the shopping journey.

“When advertisers combine Sponsored Products and Sponsored Brands with Display, the results speak volumes. On average advertisers who did this saw an 11% increase in new-to-brand sales compared to advertisers who only used Sponsored Products and/or Sponsored Brands and 4% higher month-over-month sales growth than brands using only Sponsored Products.” 

Raja Ghanta, Manager, Product Management, Amazon Ads

Overview of Amazon’s display solutions:

Amazon DSP allows advertisers to programmatically reach audiences both on Amazon sites and apps as well as off Amazon through Amazon publisher services and third-party exchanges. Ghanta encourages Amazon’s largest advertisers to utilize DSP because it does the following really well:

Sponsored Display is different from DSP as it is available to all brand owners selling on Amazon, no matter the size. Ghanta explains that Sponsored Display is also API first, meaning advertisers and their partners can use API for all of Amazon’s features to scale and innovate quickly to help meet their unique needs.

Sponsored Display allows advertisers to reach audiences both on and off Amazon (like DSP). Ghanta covers three things that Sponsored Display does extremely well:

“This feature not only enables you to optimize bidding based on your needs, but also offers multiple attribution types and cost types to match.” 

Raja Ghanta, Manager, Product Management, Amazon Ads

Should you consider Amazon DSP or Sponsored Display?

Ghanta encourages advertisers to consider using both solutions to yield even better results. In fact, according to Amazon, brands that use both Amazon DSP and Sponsored Display see 15% increase in new-to-brand customers and a 7% increase in sales compared to those who only used one solution. 

“Many advertisers use Amazon DSP today. If you do, then you should consider Sponsored Display for that unique opportunity to reach shoppers on product detail pages – and vice versa. If you use Sponsored Display, you should consider Amazon DSP for its unique opportunities such as reaching audiences with audio ads.” 

Raja Ghanta, Manager, Product Management, Amazon Ads

The Blueprint for Driving Creative Performance

Jarett Coy | Senior Program Manager, Video, Amazon Ads

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At the beginning of this lightning chat, Jarett Coy, Senior Program Manager at Amazon Ads encourages viewers to consider advertising through the eyes of customers. He highlights a quote from Scott M. Davis’ book, Brand Asset Management…

“On an average day, consumers are exposed to six thousand advertisements and, each year, to more than twenty-five thousand new products… Brands help consumers cut through the proliferation of choices available in every product and service category.” 

Scott M. Davis

This bolsters the importance of intentional and compelling ad creative. Coy notes that the blueprint for driving creative performance hones in on the following three questions:

  1. What is my objective or goal?
  1. What insights or best practices exist to inform my creative?
  1. What creative elements can I test to drive performance?

Coy shares a detailed case study from San Francisco Bay Coffee and how they used this creative blueprint to garner successful results. Some highlights included:

Click here to view the entire event on-demand.

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