U.S. HISPANIC
Amazon Ads Mexico Unveils Full-Funnel Advertising Strategy at Inaugural Upfront
12 de septiembre de 2025
Carlos Fanjul, General Manager of Amazon Ads Mexico
At its first Upfront event in Mexico, Amazon Ads highlighted its evolution into a full-funnel advertising powerhouse, capable of guiding brands from initial awareness all the way to conversion. This expansion is made possible by the integration of Prime Video, Twitch, and Amazon Music into its advertising ecosystem.
“We started with a focus on Search and lower-funnel activities, but today we are a true player in the upper funnel,” said Carlos Fanjul, General Manager of Amazon Ads Mexico. “With Prime Video, Twitch, and Amazon Music, we offer brands a unique opportunity to strengthen both their brand equity and their business.”
Prime Video in Mexico reaches over 14 million people, with more than half of that audience between the ages of 18 and 35. This group is a strategic demographic for brands as they are in the process of building consumption habits, discovering new categories, and defining their buying patterns.
“For brands, being present at this moment is key,” Fanjul noted. “We’re talking about consumers who are building their first shopping carts and exploring new brands.”
Fanjul emphasized that the strength of Amazon Ads lies in its ability to connect with audiences through shared passions and emotions, capturing high levels of attention in an environment where distraction is the norm.
“Advertising is always interruptive, but our challenge is to integrate it so organically that the user doesn’t perceive it as an ad, but as part of the content,” he explained. “This boosts brand recall and purchase intent.”
Examples like interactive video ads on Prime Video, which allow users to purchase products without leaving the stream, demonstrate the potential to accelerate the path from awareness to conversion.
