Automotive marketing

Amazon Ads helps automotive brands and dealers connect with customers at every stage of their purchase journey. We have unique signals that enable automotive marketers to connect with relevant customers at the right moments to build their brand – from awareness to consideration to purchase and more.

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The automotive industry today

Over half of U.S. consumers surveyed are likely to switch to a new automotive brand for their next purchase according to Deloitte.¹ Most auto shoppers switch to a new brand because they want to try something different, they are concerned about cost, or because they are looking for more desirable tech features. These factors reinforce a powerful need for automotive brands to reach relevant customers in a crowded vehicle marketplace where brands are competing to stand out.

Advertising remains an important channel for brand messaging and building relationships with customers. In fact, 7 in 10 automotive customers surveyed say ads help them learn more about products and/or brands during their purchase journey.²

Rev up with your

creative engine

With ad-creation advancements like new interactive features to improve automation and stay user-friendly, Amazon Ads can help fine-tune marketing strategies. Innovative opportunities are endless when partnering with the Amazon Ads Brand Innovation Lab for custom creative offerings.

Heading

of auto decision makers surveyed say the auto brand is important to their decision making.3

Challenges facing automotive brands

Evolving consumption habits

Automotive customers favor streaming TV over linear, causing a ripple effect in the auto industry as customers change how they discover, shop for, and buy cars. In fact, when it comes to automotive intenders, they are watching streaming TV 1.1x more than linear/live TV.

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Shift from linear TV

TV ads have been a staple of automotive marketing for decades due to TV’s effectiveness at delivering memorable ads and messaging. But viewers are shifting away from linear to streaming services, spending nearly 3 hours more per day with digital media than traditional formats in 2023.

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Driving early consideration

The automotive shopping journey has moved increasingly to online channels, and potential customers are researching and forming opinions heading into their purchases.

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Insights for automotive marketers

72%

72%of surveyed automotive intenders engage with Amazon products and services.

61%

of surveyed automotive intenders are streaming entertainment on Amazon, including Prime Video, or Twitch at least monthly.

1.2X

Surveyed Prime Video monthly users are 1.2X more likely to be auto intenders.

+35%

Automotive brands that adopt a holistic product strategy with Amazon, including both video and display, are able to increase reach by 35% vs. display only.

Automotive marketing examples

CASE STUDIES

Honda and Amazon Ads launch AI-powered campaign for EV release

Learn how Honda and Amazon Ads leveraged generative AI to bring customer stories to life for the debut of the 2024 Prologue, an all-electric SUV.

NEWS

Acura boosts awareness of Precision EV Concept with Fire TV rewarded ads

Acura is launching their first all-electric vehicle, the ZDX performance SUV, and to tease its arrival in 2024, they leveraged the rewarded ads Fire TV landing -page experience and Prime Video custom sponsorhiop.

News

Volkswagen introduces Alexa-powered ID.4 test-drives

Volkswagen is introducing a new Alexa-powered interactive test-drive of the all-electric ID.4 SUV.

CASE STUDIES

How Lexus and Anderson .Paak Made the Celebrate Video

For World Music Day in 2024, Lexus worked with Amazon Ads and Anderson .Paak to create a music video for Paak's "Celebrate" remix featuring the Lexus GX.