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How Amazon's Latest Ads in 2021 Captivate Customers and Boost Sales

Hi everyone, welcome to our blog where we share the latest insights and trends on digital marketing. In this article, we will take a look at how Amazon, the e-commerce giant, has been creating and launching captivating ads in 2021 that attract customers and increase sales.

Amazon is not only the world's largest online retailer, but also the third-biggest digital advertising company behind Google and Facebook. According to its fourth-quarter earnings statement, Amazon generated $31.2 billion in ad revenue in 2021, with a 32% growth rate[^5^]. How did Amazon achieve such impressive results? Let's dive into some of the key aspects of Amazon's advertising strategy and campaigns in 2021.

The Power of Video Marketing

One of the most noticeable trends in Amazon's advertising in 2021 was the use of video ads. Video marketing is a powerful way to engage customers, especially the younger generation, who prefer watching videos over reading text. According to a report by Wyzowl, 86% of video marketers said that video increased traffic to their website, and 84% said that video helped them generate leads.

Amazon leveraged video marketing to promote its Prime Day event, which was held on June 21-22, 2021. Prime Day is an annual shopping festival that offers exclusive deals and discounts to Prime members. In 2021, Prime Day was available in 20 countries, including Asia, Europe, the Middle East, and South America[^1^]. To create hype and excitement for Prime Day, Amazon launched a series of video ads that featured real people celebrating the joy and emotion of getting their desired products at amazing prices.

The Evolution of Boxy

The main character of Amazon's Prime Day video ads was Boxy, a human-like cardboard box that symbolized the delivery service and customer satisfaction of Amazon. Boxy first appeared in 2015, when Amazon held its first Prime Day event. Back then, Boxy was a simple animated box that promised more deals than Black Friday[^1^]. Over the years, Boxy evolved into a more complex and expressive character, with different outfits and accessories to match the theme of each Prime Day.

In 2021, Boxy reached a new level of sophistication and diversity. The video ads showed different versions of Boxy representing millions of customers across different races, ethnicities, ages, gender identities, sexual orientations, religious and spiritual beliefs, abilities, and body shapes and sizes[^1^]. Boxy also interacted with real people in various scenarios, such as setting up an outdoor oasis, cooking in a dream kitchen, or dancing in a living room. The video ads conveyed the message that Prime Day was not just about deals, but about the experience and emotion that each product could bring to customers.

The Use of Music and Humor

Another key element of Amazon's Prime Day video ads was the use of music and humor. Music is a powerful tool to create an emotional connection with customers and influence their mood and behavior. According to a study by Nielsen Music, 75% of consumers said they chose brands that engage them through music. Humor is also an effective way to capture attention and create a positive impression. According to a study by Clutch, 53% of consumers said they were more likely to remember and enjoy an ad if it was funny.

Amazon combined music and humor to create catchy and memorable video ads for Prime Day. The video ads featured upbeat songs by popular artists such as Sharon Jones & the Dap-Kings and Cage the Elephant, which matched the tone and energy of the ads. The video ads also included humorous scenes and dialogues that made customers laugh and relate to the characters. For example, one ad showed a woman who bought a treadmill on Prime Day and used it as a clothes hanger, while another ad showed a man who bought a guitar on Prime Day and pretended to be a rock star. The video ads showed that Amazon understood its customers' needs and desires, as well as their quirks and challenges.

The Impact of Social Media

Another important trend in Amazon's advertising in 2021 was the impact of social media. Social media is a vital channel for e-commerce businesses to reach and engage customers, as well as to build trust and loyalty. According to a report by Hootsuite, there were 4.48 billion social media users worldwide in 2021, accounting for 57% of the global population. Moreover, 54% of social media users said they used social media to research products before making a purchase.

Amazon utilized social media to amplify its advertising campaigns and drive more traffic and sales to its website. Amazon created and posted engaging content on various social media platforms, such as Facebook, Twitter, YouTube, Instagram, and TikTok. Amazon also partnered with influencers, celebrities, and content creators to promote its products and services, as well as to generate user-generated content and word-of-mouth marketing.

The Role of Influencers

Influencers are individuals who have a large and loyal following on social media and can influence the opinions and behaviors of their audience. Influencers are valuable for e-commerce businesses because they can provide authentic and credible recommendations, reviews, and testimonials for products and services. According to a report by Influencer Marketing Hub, 91% of marketers said that influencer marketing was an effective form of marketing in 2021, and 63% of marketers planned to increase their influencer marketing budget in 2022.

Amazon collaborated with influencers from different niches and regions to showcase its products and services, as well as to create a sense of community and belonging among its customers. For example, Amazon partnered with beauty influencer James Charles to host a live stream on Prime Day, where he shared his favorite products and deals with his 25 million followers. Amazon also partnered with fashion influencer Chiara Ferragni to launch a capsule collection of clothing and accessories exclusively on Amazon Fashion. Amazon also partnered with local influencers in different countries to cater to the preferences and needs of different markets.

The Rise of TikTok

TikTok is a short-form video-sharing app that has become one of the most popular and influential social media platforms in the world. TikTok has over 1 billion monthly active users, with 60% of them being between 16 and 24 years old. TikTok is known for its viral trends, challenges, dances, and memes, which can generate massive awareness and engagement for brands and products. According to a report by Kantar, 67% of TikTok users said they discovered new products or brands on the app, and 50% of them said they bought something after seeing it on TikTok.

Amazon tapped into the power of TikTok to create buzz and excitement for its products and services, as well as to connect with younger customers. Amazon created its own TikTok account, where it posted fun and creative videos featuring its products, employees, customers, and influencers. Amazon also encouraged users to create their own videos using hashtags such as #FoundItOnAmazon, #PrimeDayShow, #AmazonHome, and #AmazonPets. Amazon also sponsored some of the most popular TikTok challenges, such as the #BeforeILetGoChallenge, the #SavageChallenge, and the #FlipTheSwitchChallenge. Amazon also partnered with some of the biggest TikTok stars, such as Charli D'Amelio, Addison Rae, Zach King, and David Dobrik.

The Innovation of Voice Search

A third major trend in Amazon's advertising in 2021 was the innovation of voice search. Voice search is a technology that allows users to search for information or perform actions using voice commands instead of typing or clicking. Voice search is convenient, fast, natural, and hands-free, which makes it appealing for many users. According to a report by Juniper Research, there will be 8.4 billion voice assistants in use by 2024, up from 4.2 billion in 2020. Moreover, 27% of consumers said they used voice search to find products online in 2020.

Amazon pioneered voice search with its smart speaker device Alexa, which was launched in 2014. Alexa is a virtual assistant that can answer questions, play music, control smart home devices, order products from Amazon, and more. Alexa is integrated with various Amazon products and services, such as Echo devices, Fire TV, Kindle, Prime Music, Prime Video, Audible, and more. Alexa is also compatible with thousands of third-party apps and skills that enhance its functionality and usefulness.

The Expansion of Alexa

In 2021, Amazon expanded Alexa's reach and capabilities to provide more value and convenience to its customers. Amazon launched new devices that featured Alexa integration, such as Echo Show 10, Echo Dot Kids Edition, Fire TV Stick 4K Max, Kindle Paperwhite Signature Edition, Halo View, Ring Always Home Cam, and more. Amazon also improved Alexa's intelligence and performance by adding new features such as natural turn-taking, proactive suggestions, adaptive volume, live translation, celebrity voices, and more.

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