From D2C to FMCG: How Amazon Ads is democratising premium advertising in India

As India’s festive season kicks off, Amazon Ads is looking to redefine how brands of every size, from nimble D2C disruptors to legacy FMCG powerhouses, approach digital advertising. In a recent roundtable discussion conducted by Amazon Ads, Kapil Sharma shared insights on how Amazon Ads is helping brands connect with consumers by removing cost barriers, simplifying creative production, and offering rich audience insights.

To complement this, Amazon spoke about its recently launched Creative Studio, a generative AI-powered tool that allows advertisers to transform basic product images into lifestyle-rich creatives within minutes. “From showcasing festive dining setups to aspirational home makeovers, brands can now create engaging, seasonally relevant visuals without needing large production budgets or agencies,” it shared.

In addition, Amazon Ads is helping brands with its key offering Sponsored TV, which it launched in March this year. Sponsored TV is a self-service video advertising solution that brings premium, television-like reach within the grasp of every brand.

With no minimum spend requirement and seamless targeting through Amazon’s first-party signals, brands can run impactful video campaigns that link directly to product detail pages, bridging the gap between awareness and purchase in a frictionless way. It enables advertisers to run streaming TV campaigns and reach audiences through Amazon’s exclusive and premium streaming content, starting with Amazon’s MX Player.

During the discussion, Kapil Sharma, Director of Amazon Ads India, said, “Our mission is to make advertising more inclusive and effective for every brand, whether it’s a homegrown startup or a household name. With solutions like Sponsored TV and Creative Studio, we are breaking down barriers that once kept small and mid-sized businesses out of premium advertising spaces.”

Amazon Ads also highlighted the significance of the festive season, noting that 84 percent of Indian shoppers are open to exploring new brands, while 70 percent plan to upgrade to better-quality products. Importantly, 67 percent of festive budgets are expected to be spent online, underscoring the growing role of e-commerce in driving both awareness and sales.