Amazon Ads has launched its first campaign that speaks directly to small business owners. The global platform called “Ads That Work as Hard as You Do” spotlights the fact that Amazon Ads can get businesses closer to the customers that matter. The launch campaign, which goes live in the U.S., U.K. and Germany today, builds upon Amazon’s growing focus on targeting small and entrepreneurs who sell in its Amazon Stores.

Small businesses saw 26% of their sales, on average, driven by Amazon Ads, proving that no matter what you sell, Amazon ads can help catch new customers’ attention.

More than 60% of Amazon sales come from independent sellers, most of which are small and medium-sized businesses. In fact, last year, more than 4.1 billion products were sold by independent sellers in the U.S., according to Amazon’s Small Business Empowerment Report. Overall, it has invested more than $30 billion in logistics, tools, services, programs, and people to foster the growth of its sellers.

The new campaign, created by Code and Theory, elevates the small business owner and champions what they go through every day to build their businesses. It also shows that, quite literally, their next customer is never more than an arm’s length away. In video and display ads, we see a pet toy manufacturer handing a pull toy directly to a bulldog. We also see an apparel maker handing a jacket directly to a customer. The ads point out that “Small businesses saw 26% of their sales, on average, driven by Amazon Ads.” Audio ads on top podcasts support as does social media.

Code and Theory handled the brand identity and the new messaging for Amazon Ads which is reflected across Amazon’s sites. For example, the Amazon Ads Small Business Introductory page says: “You work hard, and so do our ads. Whatever your small business is, unlock its full potential with our advertising solutions.” The site offers proof points, case studies and testimonials for other small businesses looking to get started.

Other areas of support Amazon offers for small business include the Amazon Small Business badge. This identifies products from U.S.-based small business brands on Search and Product Detail pages which attracts more customers.

Amazon also offers participation in relevant promotions just for small businesses. For example, this Prime Day was the largest ever for independent sellers in Amazon's Store. Amazon offered more Prime Day deals on small business products than ever before, and this year, small businesses Caraway, True Classic, and TUSHY increased their average daily sales in Amazon's Store more than 18X during the first day of the Prime Day event when compared to 2023 leading up to Prime Day, per the company.

Amy Carvajal, chief creative officer of Code and Theory says: “Amazon knows small business owners wear many hats. At the same time, they need to be focused on growing and scaling their business. They may not be marketers, but they need to make sure their advertising can perform and stand up to all of the challenges that they do. Amazon Ads are the enablers for achieving this by reaching more customers at the right time and, most importantly, creating conversion. ‘Ads That Work as Hard as You Do” shows how much Amazon champions small business and their customers. The campaign is unique in that it is much less about Amazon and more about honoring the small business owners.”

Gemma Jorda, senior director, strategic accounts says: “Amazon Ad products work hard because they know what people buy, watch, search, stream, eat and on and on. They can get small businesses closer to the customers that matter. Small businesses often don’t think of Amazon as a place to meet their customers. They view it as a place to sell. But the fact is Amazon Ads work as hard as they do, bringing them in direct proximity with the right customer who is primed to shop. And, perhaps more importantly, this campaign shows that Amazon understands business owners’ passion, their pride and their relentless efforts to make their business succeed.”