GroupM and Amazon Ads team up to deliver creator content directly in the online shopping experience

GroupM (via its influencer marketing agency Goat) and Amazon Ads have partnered to introduce creator led shoppable content to the Amazon advertising suite of services available to its clients.

The tie up gives GroupM clients the ability to amplify creator content within the Amazon DSP and in Amazon Sponsored Brand placements.

There are several bespoke formats available, but one example includes the ability to upload creator content onto Product Pages and Brand Stores, with the aim of increasing conversion rates and helping to turn Brand Pages on Amazon into "inspiration hubs" for consumers.

Samantha Bukowski, Global Head of Commerce, GroupM Nexus, says: “The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities.”

“We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”

Amy Armstrong, Director Global Customer Development Amazon Ads, says: “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers.”

“GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”

“Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high rigour performance and guaranteed outcomes to clients through creator marketing,” says Dafydd Woodward, Global Chief Operating Officer, The Goat Agency.

“Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.”

Nilam Atodaria, Global Product Director at The Goat Agency, comments: “Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator led campaigns in a performance-centric way.”

“This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of social commerce, one which puts consumers and their shopping habits at the heart of product development.”