The Creatives Room

Amazon's Greatest Ads

Amazon's advertising has evolved considerably as the company has grown from an online bookstore to one of the most powerful entities in commerce. The brand's Super Bowl spots - particularly 'Alexa Loses Her Voice' and its successors - have been among the most consistently well-received in recent years, using celebrity cameos and absurdist humour to make a voice assistant feel warm rather than uncanny. The brand has shown that technology advertising doesn't have to be earnest to be effective.

The campaigns in this collection

  1. Alexa's Body - Amazon · Lucky Generals · 2021

    Amazon re-energized brand excitement around Alexa by tapping into the intimate relationship consumers have with a voice assistant in their homes. The campaign grounds itself in the insight that Alexa is a constant, vocal presence in private domestic spaces, inviting romantic daydreams about who that

  2. Virtual Try On - Amazon · Stink Studios · 2022

    To overcome a primary friction point in online apparel retail—shoppers hesitating to purchase footwear without knowing how it looks on their body—Amazon Fashion introduced its interactive augmented reality preview tool. Grounded in the insight that fashion confidence depends on personal style visual

  3. Moving Day - Amazon · 2019

    Amazon "Moving Day". By dwelling on an ordinary early moment of settling into a new home, the film locates the brand inside life's quiet transitions. Amazon frames itself as a seamless part of starting over somewhere new.

  4. All of That, for This? - Amazon · Anomaly · 2023

    From Amazon Ads' global brand platform "Ads That Work as Hard as You Do" (via Anomaly), whose hero film follows a team pouring effort into a campaign for a fictional drink, "Cheri", only for their billboard to end up hidden behind a tree beside a busy freeway - closing on the line "All that, for thi

  5. A Job That Works for You - Amazon · 2022

    Credited to director Daniel Wardh and DP Elias Bergkvist, this appears to be an Amazon employer-brand/recruitment film centered on logistics and warehouse-adjacent work (the thumbnail shows air-cargo handling). No specific published case study or agency credit for this exact film was found; general

  6. You Can't Put a Price on Moments - Amazon · VML Dubai · 2023

    For White Friday, Amazon hijacked advertising's most emotional tropes: cinematic, intimate moments allowed to play just long enough that you forget you're watching an ad - then interrupted with unbeatable deals. The insight: when every brand screams discounts, go quiet first; the priceless-moment cl

  7. The Show Must Go On - Amazon · Lucky Generals · 2020

    Amazon's 'The Show Must Go On': a young ballerina's performance is cancelled, so her neighbourhood stages it - torchlit, distanced, to Queen's anthem. The insight: the retailer casts itself as the enabler of other people's resilience; the box on the doorstep is only the prop, the community is the sh

  8. Mind Reader - Amazon · Lucky Generals · 2022

    Scarlett Johansson and Colin Jost, married in life, ask Alexa to set up game day and remark that it is almost as if it can read their minds - then imagine what that would actually be like, as the speaker starts voicing the thoughts underneath their small marital lies: Colin's plan to skip her show,

  9. Customers in India enjoy interacting with Alexa | #AlexaTurns3 - Amazon Alexa India · ogilvy india · 2021

    Amazon Alexa India aimed to transition the smart speaker from a novel tech gadget into an indispensable, culturally integrated member of the household. The campaign taps into the cultural truth that Indian consumers naturally anthropomorphize home technology, interacting with voice assistants with f

  10. Vikings - Great Shows Stay With You - Amazon · amazon creative studio · 2019

    Amazon Prime Video sought to challenge rival streaming platforms by positioning its library as a home for deeply engrossing, high-quality dramas. The campaign taps into the consumer truth that when we binge-watch an addictive TV series, its world temporarily colonizes our daily thoughts and behavior

  11. Every Smile - Amazon Prime · wieden+kennedy london · 2022

    To overcome its perception as merely a functional add-on to a shipping subscription, Prime Video needed to position itself as a premium entertainment destination. The campaign taps into the insight that while the Amazon smile is globally recognized as a symbol of delivery, the true value of entertai

  12. Find Your Happy Place - Amazon Prime · Wieden+Kennedy · 2024

    To drive viewership for Prime Video, the campaign addresses the need to position its diverse content library as an essential mental escape. It taps into the insight that for many viewers, true relief from daily stress is not found in quiet meditation, but in the chaotic, high-octane worlds of intens

  13. Joy is made - Amazon · Rufus Leonard · 2020

    A father notices his daughter's attachment to a snow globe and builds her a life-size one in the garden. The insight is that the joy of Christmas is not delivered in a box - it is assembled by someone who was paying attention. The strategic problem is that a retailer whose whole promise is fast deli

Why this collection is worth studying

Amazon's advertising is most interesting for how it handles the challenge of making ubiquitous infrastructure feel friendly. When everyone uses your product and most people aren't thinking about it, how do you make advertising that matters? The brand's answer - humour, warmth, and celebrity - isn't the only answer, but it's the one that's worked most consistently.

See also

Amazon Best Ads & Campaigns - The Creatives Room