Prime Day: New Customers Up 48%! Video Strategy is the Answer!

One-Line Summary Leading up to Prime Day, a video-centric full-funnel strategy utilizing Amazon DSP exceeded new customer acquisition goals by 48%, significantly boosting brand awareness and conversion rates.

What Happened According to the official Amazon Ads blog, hydration brand Liquid IV partnered with Amazon Ads partner Tinuiti to successfully acquire new customers leading up to Prime Day 2025. The goal was to reach new prospects in a crowded market, specifically aiming for a 44% New-to-Brand (NTB) ratio among ad-attributed purchases.

Tinuiti executed a video-centric full-funnel media strategy using Streaming TV ads, online video, and audio ads via Amazon DSP. A key factor was intentionally excluding existing purchasers from campaign targeting to maximize new customer reach. As a result, the new customer purchase rate surpassed the 44% target, reaching 48%, and brand awareness increased by 2.2%. Furthermore, users exposed to the campaign performed 1.6x more brand searches, visited product detail pages 1.4x more, and made 1.1x more purchases, demonstrating a direct link between upper-funnel investments and downstream actions.

Implications for Korean Sellers This success story offers a strategic approach for Korean Amazon sellers to acquire new customers when preparing for major shopping events (e.g., Prime Day, Black Friday).

1. New-to-Brand (NTB)-Centric Strategy: Focus on acquiring new customer segments rather than re-engaging existing ones. When setting up Amazon DSP campaigns, utilize targeting options to exclude past purchasers to maximize the efficiency of new customer acquisition. This can be a key strategy for brand growth, especially in highly competitive categories. 2. Video-Centric Full-Funnel Advertising: It's crucial to expose your brand to potential customers at multiple touchpoints throughout their day by leveraging various video and audio formats, such as Streaming TV ads, online video, and audio ads. Amazon DSP is a powerful tool for running these diverse ad formats, and you should build a full-funnel strategy that spans the entire journey from Awareness to Consideration and final Purchase. 3. Data-Driven Performance Measurement: Utilize analytics tools like Amazon Marketing Cloud (AMC) to measure the impact of upper-funnel advertising (e.g., brand awareness campaigns) on actual purchase conversions. This allows you to clearly understand the effectiveness of your ad spend and gain insights needed for future campaign optimization.

Important Notes 💡 This case study reflects campaign results from the US market, and Amazon DSP and Streaming TV ad features may not be directly accessible through Korean Amazon seller accounts. They are generally executable through an Amazon Ads agency or an Amazon Ads account representative. Amazon Marketing Cloud (AMC) is available to advertisers who meet specific criteria (e.g., significant ad spend).

Next Actions - Consult with an Amazon Ads account representative or a specialized agency to explore the possibility of using Amazon DSP for new customer acquisition strategies. - Plan your upper-funnel advertising strategy to build brand awareness and consideration at least 4-6 weeks before major shopping events like Prime Day. - Review targeting options in your current ad campaigns to exclude existing purchasers and find ways to increase new customer acquisition efficiency.

--- 📰 Source: https://advertising.amazon.com/library/case-studies/tinuiti-liquid-iv-streaming-tv