Amazon Ads introduces new product campaigns: A full-funnel solution to help brands launch products in 90 Days

Launching a new product is challenging, no matter the industry or brand size. With increased competition and customers engaging across 20 different touchpoints before making a purchase,¹ standing out and getting customers to try something new—especially without sales history or reviews—has never been more difficult.

Whether it’s consumer electronics, home appliances, or beauty products, every launch comes with the same question: how can a brand make an impact during the critical first 90 days?

That’s where new product campaigns from Amazon Ads comes in. Designed specifically to help brands of all sizes across industries like Consumer Packaged Goods (CPG), Consumables, and Hardlines, this solution introduces and promotes the latest product innovations across Amazon and beyond, leveraging full-funnel advertising to engage shoppers from awareness to purchase.

New product campaigns from Amazon Ads enables brands to connect with consumers at every stage of the purchase journey. By utilizing a full-funnel media strategy, new product campaigns help brands unlock optimized media plans to reach shoppers through a curated mix of first- and third-party inventory. This includes video, audio, device, and display ads—all paired with creative assets that emphasize a product’s newness.

The media mix is optimally flighted over 30, 60, and 90-days, helping brands maintain continuous visibility across multiple touchpoints. This strategy helps shoppers discover new products wherever they consume content, driving awareness while engaging high-intent shoppers at the most relevant moments.

New product campaigns also help brands stand out with optimized creative visuals that highlight a product’s newness, allowing customers to easily discover, engage with, and purchase your latest offerings.

Michal Geller, President of eCommerce & Digital at Newell Brands, shared his thoughts on this new offering:

New product campaigns is further enhanced by Amazon’s unique retail insights and advanced measurement tools, such as Amazon Marketing Cloud, allowing brands to optimize their campaigns in real-time. With clear visibility into campaign effectiveness, brands can refine their strategy to maximize impact.

And the best part? Amazon Ads manages every aspect of the process—from planning and measurement to ensuring the right inventory is available based on budget. This managed-service makes the launch process seamless.

Amazon is the leading destination for product discovery² —a place where customers begin and end their shopping journey. For brands launching new products, Amazon Ads offers a unique opportunity to connect with high-intent shoppers who are eager to explore the latest innovations, all with one optimized media plan.

An internal study revealed that brands using a similar optimized media mix for new product campaigns saw a 9% increase in weekly sales growth,³ sold 2x more units,⁴ on average, during the first 90 days. Additionally, brands that clearly indicated their products as new and notable on their ads saw at least 22% higher click-through rates,⁵ helping demonstrate the power of fresh, optimized creative assets to capture customer attention and boost engagement.

Launching a new product is never easy, but Amazon Ads can help brands navigate this critical phase with new product campaigns. From curated media plans to advanced insights and creative assets that highlight newness, Amazon Ads gives brands the service and tools needed to help stand out, drive engagement, and grow sales.