Amazon Brand Innovation Lab

Amazon Ads' flagship in-house creative studio, competing with platform-native creative labs and traditional agency creative units for large brand advertising budgets

Amazon Brand Innovation Lab (BIL) is the in-house creative agency arm of Amazon Ads, dedicated to developing bespoke, high-impact advertising campaigns and experiences for brands advertising on Amazon and its properties. Operating in 17 countries, BIL works directly with advertisers to conceive and execute custom creative solutions that go beyond standard ad formats — including interactive experiences, shoppable content, Alexa integrations, live events, and immersive brand activations. The lab functions as a strategic creative partner for brands seeking differentiated storytelling within the Amazon ecosystem. BIL has earned significant industry recognition, including multiple Cannes Lions awards, cementing its reputation as a legitimate creative force within the AdTech and advertising industry. Its work spans a wide range of formats and channels, leveraging Amazon's unique first-party data, device ecosystem (Fire TV, Echo, Kindle, Twitch), and retail media infrastructure to create campaigns that are both creatively ambitious and commercially measurable. This positions BIL as a rare hybrid of creative agency and technology-driven media company. Within the AdTech ecosystem, Amazon Brand Innovation Lab represents Amazon's strategic push to compete with traditional holding company agencies and platform-native creative studios like Meta Creative Shop and Google's Unskippable Labs. By offering custom creative services as part of the broader Amazon Ads suite, BIL helps attract and retain large enterprise advertisers, deepening their investment in Amazon's advertising platform and reinforcing Amazon Ads' position as a top-three global digital advertising player.

• 2015Founded