Amazon Ads

Technology

What started out as a “Suggested Products” box on Amazon.com has now become one of the world’s biggest advertising platforms. Amazon Ads connects brands with customers across Amazon and beyond, from Prime Video to Amazon Live, Twitch to Thursday Night Football, supporting businesses all around the world.

Supporting stratospheric growth

Officially formed in 2019, Amazon Ads has big ambitions. With a continuously expanding offer and working at global scale, Amazon Ads needs to work with and alongside the brands across the entirety of Amazon. Their brief: to create a distinct brand that could stand out and grab attention for Amazon Ads itself, and for all of the businesses that rely on it to reach their customers.

Bolder, fun, distinguished

Amazon Ads’ ambition gave us licence to give their brand the glow up it needed. We leaned into standing out, distinguishing the brand from the mono-aesthetic shared by category competitors. The visual refresh was built around a set of assets and behaviours, each made to be distinct and stay top of mind.

The identity itself has an optimistic ‘more is more’ feel that’s impossible to ignore—always big, always moving, always memorable. The toolkit is motion-first, from iconography and illustration to sonic and systems, setting the foundation for Amazon Ads’ integration into the world of video-based content that Amazon is known for.

Beyond ads

Amazon Ads needs to work with all the brands that are a part of Amazon. The brand has to be able to lead the conversation, work shoulder to shoulder, or step back to give others the spotlight. We built a system that modulates to demonstrate these relationships, helping Amazon Ads communicate their role as both platform and partner.

Unmatched reach

At the core of the new brand is the ability to adapt to all the different surfaces and environments where it lives. Amazon Ads now has the tools to have greater presence and consistency than ever before.
Working with the Amazon Ads teams, we took a holistic view at their digital footprint, from their website to the learning academy and email marketing. Within their existing frameworks, we rethought the digital experience and visual assets needed to communicate their offer. The end result was a digital library that unifies the Amazon Ads digital estate across different platforms and devices.

Whether it's global campaigns, industry events, local programmes or annual initiatives, the brand is now set up to reach a global audience. The new identity enables Amazon Ads to keep growing, keep engaging more people, and keep driving value for brands and businesses of all sizes.

Unmissable optimism

We are excited to see the launch of the new Amazon Ads brand, and are optimistic that our collaboration will continue to have a galvanising effect on the business as one of the world’s leading digital advertisers.

Carly Zipp

After an exciting collaboration to develop our new visual identity, we are proud to unveil a fresh look that reflects where Amazon Ads is headed. It is a bold step in how we show up with more energy, confidence, and clarity, helping advertisers of all sizes build innovative and impactful campaigns across Amazon.

Global Director of Brand Marketing, Amazon Ads

Motion: <a href="http://neversitstill.tv/" target="_blank" rel="noreferrer noopener">Never Sit Stills</a> Sonic: <a href="https://www.zeligsound.com/" target="_blank" rel="noreferrer noopener">Zelig sound</a>

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