A Blueprint for Better Measurement (Part 2) with Amazon Ads | EMARKETER Miniseries

Behind the Numbers: an EMARKETER Podcast · with Kolby Capelouto · December 16, 2025 · 15 min

Summary

This episode provides a clear roadmap for advertisers looking to leverage Amazon Ads, focusing on the wider rollout of Omnichannel Metrics (OCM) and strategic approaches for durables in 2026. It highlights Amazon Ads capabilities in full-funnel advertising, first-party data utilization, and the role of generative AI in creative, offering actionable insights for optimizing ad spend and achieving marketing goals on the platform.

Key takeaways

• Amazon Ads is moving Omnichannel Metrics (OCM) beyond beta for broader advertiser access, enabling more comprehensive campaign measurement across various touchpoints.
• Advertisers should anticipate and strategize for Amazon Ads' focus on durable goods advertising in 2026, tailoring campaigns to this specific market segment.
• Utilize Amazon Ads' full-funnel solutions, encompassing awareness, consideration, and conversion, to create cohesive advertising strategies that span the entire customer journey.
• Leverage Amazon Ads' first-party data and extensive reach across properties like Prime Video and Twitch for precise audience targeting and maximizing campaign effectiveness.
• Explore the application of generative AI within Amazon Ads to streamline creative development and deliver appropriate ad content at each stage of the customer funnel.

Themes

Topics covered

Episode description

On today’s EMARKETER Miniseries—A Blueprint to Better Measurement—we explore Amazon's plans for moving out of Beta and offering Omnichannel Metrics (OCM) more widely to advertisers, the top two challenges they face heading into the new year, and what is next for Amazon Ads in 2026, as it pertains to durables. EMARKETER Principal Analyst Sky Canaves speaks with Kolby Capelouto, Head of Sales for Durables at Amazon Ads. Listen everywhere you find podcasts, and watch on YouTube and Spotify. To learn more about our research and get access to PRO+ go to EMARKETER.com Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-blueprint-better-measurement-part-2-with-amazon-ads-emarketer-miniseries © 2025 EMARKETER Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads helps advertisers reach an average monthly ad-supported audience of more than 300 million in the U.S. across Amazon's owned and operated properties and third-party publishers.

Related episodes

• Why Founders Have to Become Their Own Best Marketer— OPERATORS
• Bonus: How One Brand Recovered $1.5M in Amazon Sales From Unauthorized Sellers— DTC Podcast
• VC Partner Predicts the Next Billion-Dollar Brand— Future Commerce
• Episode 190 - Shopify's New Powerful Collections— The Shopify Solutions Podcast
• The GLP-1 Weight-Loss Revolution: Retail’s Next Big Disruption? | Reimagining Retail— Behind the Numbers: an EMARKETER Podcast
• He ranked 3,000 quizzes— Send It!

Frequently asked about this episode

What does this episode say about amazon & marketplaces?

Amazon Ads is moving Omnichannel Metrics (OCM) beyond beta for broader advertiser access, enabling more comprehensive campaign measurement across various touchpoints.

What does this episode say about paid acquisition?

Advertisers should anticipate and strategize for Amazon Ads' focus on durable goods advertising in 2026, tailoring campaigns to this specific market segment.

What does this episode say about analytics & attribution?

Utilize Amazon Ads' full-funnel solutions, encompassing awareness, consideration, and conversion, to create cohesive advertising strategies that span the entire customer journey.

What does this episode say about amazon & marketplaces?

Leverage Amazon Ads' first-party data and extensive reach across properties like Prime Video and Twitch for precise audience targeting and maximizing campaign effectiveness.

What does this episode say about amazon & marketplaces?

Explore the application of generative AI within Amazon Ads to streamline creative development and deliver appropriate ad content at each stage of the customer funnel.

Listen

Listen on Apple PodcastsShow website