The world of retail media is evolving fast—and no one’s closer to that evolution than Amazon Ads. In a recent episode of Human in the Loop, we sat down with Charlotte Mayes, Head of U.S. Agency Development at Amazon Ads, to discuss how brands and advertisers can unlock full-funnel success using Amazon’s most immersive media surfaces: Fire TV and Alexa.
Whether you’re a performance marketer focused on conversions or a brand lead looking to build awareness, this episode dives into the power of omnichannel planning, non-endemic advertiser growth, and how customer behavior on Amazon devices is shaping the future of advertising.
Here’s a breakdown of the conversation—and the strategies you can start applying now.
Fire TV, Alexa, and the Rise of Immersive Advertising
Fire TV is more than just a streaming device—it’s a shoppable surface that blends entertainment and ecommerce. According to Charlotte, Amazon Ads is leaning into these kinds of experiences to help brands reach customers throughout their journey—not just when they’re searching.
“What we’re seeing is a shift from last-click attribution thinking to mid- and upper-funnel measurement that accounts for actual behavior, not just search intent,” Charlotte explained.
Key capabilities of Fire TV and Alexa advertising:
- Shoppable TV experiences that let viewers engage in real time.
- Voice-enabled campaigns via Alexa that create a hands-free commerce moment.
Access to Amazon’s first-party signals to better understand impact across the funnel.
From Awareness to Conversion: A True Full-Funnel Strategy
Charlotte emphasized the growing ability for brands—especially non-endemic ones (those not selling directly on Amazon)—to execute campaigns that start with brand awareness and end in a conversion.
“It’s no longer either/or. With Fire TV and Streaming TV ads, you can now build awareness and tie that directly to Amazon shopping signals.”
What’s making this possible:
- Streaming TV (STV) campaigns paired with Amazon Marketing Cloud (AMC) insights.
- Custom audience-building powered by browsing, viewing, and purchasing behavior.
- The ability to measure real incrementality by connecting brand exposure to shopping lift.
Planning Smarter with AMC & Signals
Charlotte pointed out that Amazon Marketing Cloud (AMC) is helping advertisers finally answer tough attribution questions. Want to know how a Fire TV ad impacted product consideration or purchase across channels? AMC brings that clarity.
“When you combine immersive media with AMC, you gain the insight to plan smarter, invest better, and report with confidence,” said Charlotte.
She also discussed how advertisers are increasingly layering insights from AMC onto their creative strategies—ensuring messaging resonates with audiences based on actual behavior, not just demographics.
Non-Endemic Brands Are Leading the Way
One of the most exciting trends Charlotte highlighted? The growth of non-endemic advertisers on Amazon—brands that don’t sell on Amazon but are tapping into its media reach and insights.
Think insurance, automotive, education, and even travel.
“These brands are using Amazon’s retail media data not to drive Amazon sales, but to drive real-world outcomes—like test drives, policy sign-ups, and app installs.”
The takeaway: If your customer is on Amazon, your brand belongs there—even if your product doesn’t.
How Advertisers Should Be Thinking About Fire TV & Alexa
Charlotte offered a few strategic recommendations for brands looking to start or scale their efforts:
- Start with audience insights. Use AMC or Amazon’s planning tools to understand your audience’s full journey.
- Think beyond search. Awareness and mid-funnel engagement now have measurable paths to conversion.
- Test and optimize. Use A/B testing and signal-based attribution to double down on what works.
- Make your creative work harder. Tailor your message to the format—whether that’s interactive, visual, or voice-driven.
Final Thoughts
Fire TV and Alexa aren’t just add-ons—they’re becoming essential tools in the full-funnel advertiser toolkit. With access to high-intent audiences, signal-rich insights, and immersive experiences, these platforms are helping brands go from awareness to action in powerful new ways.
To hear the full conversation with Charlotte Mayes—and more insights from the Amazon Ads team—listen to the full episode of Human in the Loop wherever you get your podcasts.
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