Podcast Summary: The Speed of Culture Podcast – "Messy but worth it: Why Amazon’s full-funnel ad strategy is a game-changer with Carly Zipp"

Release Date: July 22, 2025
Title: Messy but worth it: Why Amazon’s full-funnel ad strategy is a game-changer with Carly Zipp
Host: Matt Britton, Founder and CEO of Suzy
Guest: Carly Zipp, Global Director of Brand Marketing, Amazon Ads

Introduction

In this episode of The Speed of Culture Podcast, host Matt Britton engages with Carly Zipp, the Global Director of Brand Marketing at Amazon Ads. The conversation delves into Amazon’s comprehensive advertising strategies, the integration of full-funnel approaches, the utilization of first-party data, investments in live sports, and the impact of AI and creators on the advertising landscape.

Understanding Amazon Ads Ecosystem

Timestamp: [03:03]

Matt opens the discussion by asking Carly to define Amazon Ads for listeners unfamiliar with the platform.

Carly Zipp:
"Amazon Ads encompasses everything that can be monetized through advertising across all of our consumer properties, from physical stores like Whole Foods to digital platforms like Prime Video and Twitch."
[03:17]

Carly elaborates on Amazon’s diverse business segments:

• Stores: Physical and digital retail platforms.
• Media: Streaming services (Prime Video, Twitch), Audible, Fire TV, and smart devices like Ring and Alexa.
• Demand-Side Platform: Leveraging vast consumer data to help brands and agencies target audiences effectively.

Full-Funnel Ad Strategies

Timestamp: [05:15]

Matt highlights Amazon’s reputation as a bottom-of-funnel tool for conversions but notes its expanding role throughout the entire consumer journey.

Carly Zipp:
"Full funnel is nothing that's new to any of us, but the funnel is definitely broken open. There's no one linear way to consume. It's really about how to capture attention, earn attention, and what to do with that hard-earned attention."
[06:53]

Carly explains that Amazon Ads now supports:

• Awareness and Consideration: Through Prime Video ads and streaming TV.
• Performance Marketing: Connecting top-of-funnel efforts with bottom-of-funnel performance marketing opportunities.

She emphasizes the non-linear nature of modern consumer behavior and the importance of capturing attention across multiple touchpoints.

Retail Media and First-Party Data

Timestamp: [08:19]

Matt discusses the rise of retail media and its significance for CPG brands, highlighting Amazon’s advantage in leveraging first-party data.

Matt Britton:
"Amazon and other retailers excel at leveraging first-party data, which is incredibly powerful for targeting audiences effectively. The addition of content through acquisitions like MGM brings a deeper engagement layer."
[08:19]

Carly Zipp:
"Our roots in retail media mean we are primed to shop and can expand in a natural fit, connecting touchpoints without disrupting the consumer experience."
[07:21]

They explore how Amazon’s integrated approach allows brands to not only reach but engage consumers through relevant and contextual advertising, differentiating Amazon from other retail media platforms like Target or Walmart.

Investments in Live Sports

Timestamp: [10:54]

Matt introduces the topic of Amazon’s investments in live sports and its alignment with the ad strategy.

Carly Zipp:
"Live sports viewing is one of the last bastions of community and real-time engagement. With Thursday Night Football and Audience Based Creative, we tailor ads to the specific behaviors and interests of viewers, enhancing relevance and engagement."
[12:57]

Carly details Amazon’s live sports initiatives, including:

• Thursday Night Football: Utilizing audience insights to deliver tailored advertising.
• Expansion into Other Sports: Including NBA, WNBA, NASCAR, and international leagues like Roland Garros.

She emphasizes the importance of building community and authenticity through live sports partnerships, providing brands with authentic ways to connect with audiences.

AI-Driven Hyper-Personalization in Advertising

Timestamp: [15:25]

The conversation shifts to the role of AI in enhancing personalized advertising experiences.

Carly Zipp:
"AI-driven hyper personalization is driving more relevant advertising experiences. Our Amazon DSP and 3P supply optimize ad spend through AI, enabling brands of all sizes to tap into audiences effectively."
[15:25]

They discuss how AI helps in:

• Personalized Content Delivery: Ensuring ads are relevant to individual consumer behaviors and preferences.
• Optimization of Ad Spend: Maximizing the effectiveness of advertising budgets through performance analytics.
• Democratization of Advertising Tools: Allowing smaller and mid-sized brands to leverage AI-driven tools for impactful advertising without exorbitant costs.

Creator Partnerships and Content Integration

Timestamp: [20:31]

Matt and Carly explore Amazon’s collaborations with prominent creators like Mr. Beast and the integration of content with commerce.

Carly Zipp:
"Partnering with creators like Mr. Beast allows us to reach vast audiences and provide brands with opportunities to tap into engaged communities. It's about creating authentic content that resonates with consumers."
[20:43]

Matt Britton:
"Content to commerce is increasingly vital. Creators help differentiate brands in a crowded market by aligning products with trusted personalities, enhancing consumer trust and engagement."
[22:50]

They highlight successful campaigns, such as:

• Feast Games with Mr. Beast: Combining creator influence with Amazon’s vast platform.
• Elle Woods Search Campaign: Integrating character-driven marketing across Amazon’s ecosystem.

AI’s Impact on Consumer Behavior and Shopping

Timestamp: [25:39]

Matt introduces his book, Generation AI, and discusses AI’s transformative role in commerce.

Matt Britton:
"AI shopping agents like ChatGPT Commerce Engine are reshaping how consumers search and purchase products. The future of shopping is moving towards more interactive and personalized experiences."
[26:34]

Carly Zipp:
"AI is influencing shopping decisions by enhancing personalization and user experience. With Prime Video ads, we’re developing features like interactive pause ads that connect content with actionable shopping recommendations."
[28:13]

They discuss innovations such as:

• Interactive Pause Ads: Allowing viewers to shop directly from content pauses.
• Integrated Recommendations: Linking shows like Daisy Jones & The Six with Amazon Music and Audible for a seamless content-commerce experience.

Career Insights from Carly Zipp

Timestamp: [30:40]

Matt shifts the conversation to Carly’s career journey, seeking advice for young professionals.

Carly Zipp:
"Timing, self-advocacy, and finding the right partners have been pivotal in my career. Networking and putting myself out there have also been crucial."
[31:28]

She shares personal anecdotes, including her transition from working at The Knot to leading global teams at TikTok, and ultimately joining Amazon. Her mantra, "Messy, but worth it," encapsulates the perseverance and sacrifices made along her career path.

Advice for Young Professionals:

• Executive Presence: Ability to communicate confidently and effectively.
• Networking: Building and maintaining meaningful relationships.
• Adaptability: Embracing change and seeking new challenges.

Carly Zipp:
"Executive presence is about confidence and the ability to engage with anyone, regardless of their role or your position."
[34:50]

Conclusion

Matt and Carly wrap up the discussion by reflecting on the dynamic nature of advertising and marketing. Carly emphasizes the importance of authentic partnerships and the continuous evolution of consumer engagement strategies through technology and data.

Carly Zipp:
"Creating additive experiences for consumers and brands is at the heart of our strategy. It’s messy, but worth it."
[38:01]

This episode offers valuable insights into Amazon's innovative advertising strategies, the integration of AI and creators in marketing, and practical career advice from a leading industry professional.

Notable Quotes:

• Carly Zipp:
  "Amazon Ads encompasses everything that can be monetized through advertising across all of our consumer properties."
  [03:17]

• Carly Zipp:
  "Full funnel is nothing that's new to any of us, but the funnel is definitely broken open."
  [06:53]

• Carly Zipp:
  "AI-driven hyper personalization is driving more relevant advertising experiences."
  [15:25]

• Carly Zipp:
  "Creating additive experiences for consumers and brands is at the heart of our strategy. It’s messy, but worth it."
  [38:01]

Final Thoughts:

This episode of The Speed of Culture Podcast provides a comprehensive look into Amazon’s advertising prowess and strategic innovations. Carly Zipp’s expertise sheds light on how Amazon leverages data, AI, and creative partnerships to stay ahead in the ever-evolving marketing landscape. Her career journey and advice offer inspiration and actionable insights for professionals aiming to thrive in this dynamic industry.