Amazon Ads teams with sponsors, influencers to target college students
Amazon is looking to connects its brand partners to students heading back to college — with a little help from some Gen Z influencers.
The online giant’s Amazon Ads online advertising platform has launched “First Day Ready,” a multi-phase brand partnership campaign developed by the Brand Innovation Lab creative, the creative arm of Amazon Ads. The campaign, which target Gen Z students heading to college, spans shoppable content, immersive campus experiences and a concert.
The campaign brings together brand sponsors Gatorade, Michael Kors and SharkNinja — each paired with an influencer ambassador across shoppable video, custom brand experiences, creator content, and a campus block party culminating in a concert presented by Amazon Music.
The campaign launched July 1, 2026, with custom video spots for each brand, dedicated brand store pages on Amazon.com featuring immersive shopping experiences, panoramic experiences on Amazon’s Fire TV streaming devices, Prime Video placements, and an Amazon Influencers package that leverages premium creator content.
On Saturday, Sept. 5, 2026, the campaign moves to campus with a block party at the University of Wisconsin–Madison where each brand sponsor will operate its own immersive storefront: The block party will culminate in “Off To College with Kane Brown,” a livestreamed concert presented by Amazon Music across Prime Video, Amazon Music, Twitch, Fire TV and Samsung TV. Students on campus will be treated to a special, in-person only set from DJ D-Nice that will not be included in the livestream.
First Day Ready also integrates the Prime Young Adult offering which provides higher education students and young adults ages 18–24 access to Prime membership at half the cost.
Amazon is also bringing its delivery lockers to more college campuses with school around the corner. The e-commerce giant’s locker network now reaches over 750 locations at more than 500 colleges and universities across the U.S., with some schools offering multiple locker pickup points.
And major Amazon rival Target has expanded its back-to-college move-in events this year, with nearly 150 stores participating. Twenty flagship locations feature elevated front-of-store experiences with DJs, mascots, product sampling and giveaway bags, while 120 additional stores will host welcome events with giveaway bags and samples timed to local campus move-in dates.
[READ MORE: Target offering low prices on school supply deals; holding in-store events]
"Brands used to buy a TV spot, now they can buy a moment — one that spans streaming, creator content, physical experiences, and a livestreamed concert — all connected back to purchase and measured in one place," said Kate McCagg, global head of Amazon Ads Brand Innovation Lab.
