Amazon learns to love emotional advertising

Stephen Whiteside

Amazon is perhaps the ultimate transactional business, allowing ecommerce customers to order a huge range of products with the single press of a mouse, mobile keypad or physical "Dash" button.

With North American revenues growing by 25% to $63.7 billion in 2015 – and global totals hitting $107 billion – the company has continued to drive demand for its core dotcom platform while manufacturing a growing number of digital devices, now spanning smartphones, tablets, TV streaming sticks and its web-connected Echo speaker (Read more on #BaldwinBowl: Amazon's first Super Bowl ad).

But as younger consumers put greater emphasis on the character of the companies they buy from, fulfilling functional needs is no longer enough for the brand. "From a millennial standpoint, if you are not authentic, people aren't interested," Andy Donkin, Amazon's Head/Worldwide Brand and Mass Marketing, argued at VentureBeat's Marketing.FWD conference in New York.