December US Advertiser of the Month: Amazon

Amazon.com registered the biggest increase in Advertising Awareness for December 2021 in the US of the all the brands we track in the market. According to data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis, the retail company saw an uplift of almost +6 percentage points, making it the US Advertiser of the month.

Earlier in November, Amazon launched its holiday advertisement titled ‘Kindness, the greatest gift’, which shared a message of anxiety and loneliness among young adults, especially caused by the pandemic. Unlike the usual cheery holiday adverts, the e-commerce giant chose a more poignant tone to spread the word, accompanied by the soundtrack of Adele’s new song ‘Hold On’.

The brand continues its sombre theme of holiday ads from 2020’s ‘The show must go on’.

YouGov’s BrandIndex data also reveals that Amazon saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, grow during the same period. Its score rose from 17.3% on November 23 to 21.1% on December 21 (+3.8 percentage points), indicating that the share of positive discussions around the brand also increased during this period.

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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of Singaporean adults aged 18+ between November 23 and December 21, 2021. Learn more about BrandIndex.