On Strategy Showcase Meet the team behind Amazon's ad strategy
Dec 22, 2025
Garett Levy, Sr. Global Brand Planner at Amazon XCM, shapes research-driven campaign ideas. Chris Marchegiani, Head of Brand Planning, Insights and Creative, leads global brand and creative strategy. They discuss reframing category entry points, holiday ethnography that uncovered shopping triggers, the craft behind repeatable spots like Joyride and the Five-Star Ratings Theatre, and how AI and consistency will shape 2026.
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Strategy Beyond Campaigns
- The team focuses on brand-building briefs rather than portfolio allocation, tackling deep topics like global brand architecture.
- Strategic frameworks created centrally can spread across Amazon if they prove useful.
Think In Triggers Not Categories
- Reframe classic category entry points as broader retailer associations that apply across many categories.
- Focus on triggers like 'I need it tomorrow' or 'everything for an occasion' rather than single product categories.
Three-Month Holiday Ethnography
- Garett ran a three-month ethnographic journaling study from October to December to map holiday trigger moments.
- The study captured when holidays come to mind and which small cues push people into a holiday shopping mindset.