The US Ad of the Month: Amazon Prime
7 August 2019 20:16pm
In July, the brand with the highest uplift in Ad Awareness in the US was Amazon Prime.
Following its namesake shopping holiday, Amazon Prime continues to see a steady increase in advertising awareness across the United States. The summer sale, Amazon Prime Day, increased the company’s already-significant awareness score throughout July, carrying it to the number three spot nationwide for advertising influence.
In July, Amazon Prime earned the most significant improvement in Ad Awareness scores (whether someone has seen or heard an advertisement for the company in the past two weeks) among American consumers, according to data from YouGov Plan & Track. Amazon Prime’s parent company, Amazon.com, saw the second-highest increase in Ad Awareness for July.
At the beginning of June, Amazon Prime’s Ad Awareness score was at 33% meaning one-third of people surveyed had seen an advertisement for it. Following Amazon Prime Day, the company’s Ad Awareness score hit 44%.
The e-commerce giant launched its initial Prime Day 2019 promotion video June 24, teasing a “two-day parade of epic deals,” followed by a star-studded promotion on July 1 that featured Will Smith, Mark Wahlberg, and Hillary Duff sharing details about their Amazon Prime accounts. At the same time, companies continued to advertise their own products and deals on Amazon, boosting its name reach.
According to other YouGov data, 73% of Americans hold a positive opinion of Amazon Prime, and it holds the most attraction among Millennials. It has nearly universal name recognition, making it the most famous digital brand tracked by YouGov Plan and Track behind YouTube.