LAS VEGAS — Amazon’s nearly total reach — 90% of U.S. customers across authenticated devices — means that advertisers can tell personalized stories that follow consumers throughout their day, from users’ Ring doorbell deliveries to bedtime Alexa smart speaker podcasts.
“If you think about it as an advertiser, [there are] so many different unique touchpoints and ways to talk to the customer in a way that’s really relevant and specific to your brand,” Charlotte Maines, director of Devices Content & Advertising at Amazon, told Beet.TV Editorial Director Lisa Granatstein at CES. “We are opening up the opportunity to not just run a commercial or run an audio ad. It’s like what is that story you want to tell to your Amazon customers that we can recognize and personalize from the very beginning all the way through to the very end of their day.”
This cross-device approach allows full-funnel campaigns rather than isolated channel tactics.
Device-first planning mimics behavior
Planning from devices rather than channels mirrors how customers actually consume content, particularly as Fire TV reaches 300 million sold devices globally with highly engaged viewers deciding what to watch.
“When advertisers work backwards planning from the devices, they’re just mimicking the way that customers enjoy content,” Maines said.
Amazon announced a new Fire TV user interface at CES that creates more engaging, relevant, and personalized experiences for both viewers and brand connections.
Alexa promises qualified conversations
Authenticated logged-in users allows for privacy-safe targeting that connects brands with customers at optimal moments, particularly through Alexa Plus’s large language model-based conversations that extend beyond basic commands.
“It’s not just ‘Alexa, what’s the weather? Alexa, turn on the lights.’ This is an LLM based back and forth conversation that allows brands to come in at a very qualified moment and participate in the conversation in a way that both feels natural to the customer,” Maines said.
These interactions drive measurable outcomes through highly engaged, qualified exchanges.
Privacy-first product development
Amazon prioritizes customer privacy as a foundational principle that informs product development, using authenticated signals only in ways that maintain privacy safety.
“The very first part of my job and the thing that I wake up every morning thinking about is how I can create great customer experiences in a privacy safe way,” Maines said. “At Amazon, we would never compromise the privacy of our customers, but because that is our mission, we’re able to work backwards from that and that informs how we develop our products.”
Full-funnel accountability
Authenticated first-party signals lets advertisers work backward from core KPIs and deliver granular results rather than running awareness campaigns and hoping for acquisition outcomes.
“It’s not just about awareness or let’s run that television commercial and hope for the best in terms of acquisition,” Maines said. “Advertisers can work backwards from their core KPIs, the core results that they want to drive, and then run the campaigns, target the customers, and have the measurable outcomes that deliver that granular result.”
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