Ed Smith leads the Amazon mass marketing team in Europe. In this episode we talk about how Amazon create such emotional advertising, how they make such huge decisions in their marketing and what Ed thinks about consistency within the Amazon brand.Timestamps00:00 - Intro 00:48 - The top selling Amazon products at Christmas 02:53 - Ed’s career journey to Amazon 09:08 - Amazon’s sledging grannies campaign (age representation) 14:49 - Why is Amazon’s advertising emotional 21:10 - Being consistent with your brand 24:39 - How Amazon make big decisions 28:27 - Managing the demand side of Amazon 29:30 - Amazon’s sustainability pledge 35:12 - The role of influencers at Amazon 38:56 - Culture at Amazon 46:42 - Ed’s marketing predictions for 2025

How Amazon built distinctive assets, compound creativity and a winning culture - Ed Smith