Unilever, SharkNinja, Lego, Google Named Amazon Holiday Partners

Amazon Ads has introduced a holiday sponsorship program that gives select brands the spotlight within the e-commerce giant’s own marketing activations. 

For the first time, the company is giving these partners — Unilever, SharkNinja, The Lego Group and Google — an "official partner of holiday on Amazon" designation and prominent placement across Amazon-owned media, live and physical experiences and emerging ad formats from Nov. 1 through Dec. 25.

Developed by the Amazon Ads Brand Innovation Lab, the initiative integrates brands directly into Amazon’s holiday storytelling rather than positioning them solely as advertisers.

“This isn’t just about brands placing ads on Amazon — it’s about giving them official partner status within Amazon's holiday experiences,” Kate McCagg, global head of Amazon Ads Brand Innovation Lab, said in a company. “For the first time they’re actually woven into the fabric of how Amazon celebrates the season.”

Multi-Touchpoint Holiday Presence

Partner brands will receive category exclusivity and premium positioning across several high-impact placements, including:

• Amazon’s retail marketing and out-of-home (OOH) network, including 3D OOH activations (e.g., stores and locker pickup locations) in key markets featuring Amazon-branded QR codes that link to custom brand landing pages.
• Experiential events in New York, such as Amazon’s “Home for the Holidays,” where creator-focused spaces will highlight partner brands through physical displays and social content.
• Premium holiday advertising, including Amazon.com hero placements, custom landing pages and integrations within new ad formats such as Brand Showcase, which transforms product detail pages into curated brand destinations with bundle recommendations and brand storytelling.
• Amazon Live programming, including features within the “Ready, Set, Go Gifting” competition series hosted by entrepreneur and social media influencer Bethenny Frankel, accompanied by shoppable carousels and dedicated landing pages.

Brand Strategies

Each participating partner is activating in distinct ways:

Unilever is leveraging the full Amazon Ads ecosystem with a multi-brand approach across beauty and personal care. Plans include custom creative developed with Brand Innovation Lab, Amazon Live segments featuring Dove, SheaMoisture, Vaseline, Nexxus and other brands, plus streaming TV and Prime Video integrations.

“We're embracing the full power of Amazon's canvas to deliver a rich, multi-brand holiday experience,” Ryu Yokoi, chief media & marketing capabilities officer at Unilever U.S, said in the announcement. The company’s activation also includes a dedicated holiday landing page within Amazon.com.