September 2025 - December 2025
As competition in the baby category continued to intensify, Maxi-Cosi and Safety 1st were seeing the natural limitations of relying solely on onsite Amazon media. Search and lower-funnel placements remained critical, but they were increasingly expensive and constrained by auction pressure during peak periods.
The challenge was scale and discovery. Dorel needed a way to reach shoppers earlier in their journey, before they entered crowded search results, while still maintaining a clear connection back to Amazon performance. Any upper-funnel solution also needed to deliver measurable downstream impact, not just impressions or reach for reach’s sake. This is where understanding Fire TV’s role within Amazon’s ecosystem became critical.
BTR Media introduced Amazon Fire TV as a deliberate test-and-learn upper-funnel lever, designed to complement onsite media rather than replace it. Unlike traditional streaming TV, Fire TV operates natively within Amazon’s ecosystem, allowing brands to influence awareness and consideration while still measuring downstream behavior such as detail page views and new-to-brand activity. The strategy focused on high-attention, full-screen video placements within premium Fire TV environments, ensuring that exposure happened in moments where viewers were actively engaged. Rather than casting a broad net, campaigns were anchored to baby-relevant audiences and hero SKUs, keeping reach intentional and aligned with category context.
From a measurement standpoint, success was evaluated beyond simple delivery metrics. The team closely monitored video completion rate, detail page view lift, and new-to-brand contribution, allowing Fire TV’s role in the broader media mix to be assessed alongside onsite performance. The goal was to understand whether Fire TV could meaningfully influence shoppers before they ever searched.
Fire TV was deployed specifically to expand reach earlier in the shopper journey, relieving pressure on lower-funnel search placements.
Campaigns prioritized baby-relevant audiences and core SKUs to avoid low-intent exposure and preserve efficiency.
Fire TV was used to feed consideration and discovery, supporting onsite performance rather than competing with it.
Fire TV delivered exceptionally strong engagement, with video completion rates consistently exceeding 90%, confirming that the creative resonated within premium, full-screen viewing environments. This level of attention translated into meaningful consideration, driving scalable detail page view activity across priority SKUs. Incrementality emerged as one of the most important outcomes. 88% of total purchases were new-to-brand, with promoted products reaching 91% NTB, reinforcing Fire TV’s ability to introduce brands to shoppers who had not previously purchased. Running the strategy across both Maxi-Cosi and Safety 1st further validated Fire TV’s role as a scalable awareness lever within the baby category.
"Dorel could not be happier with the Fire TV test that BTR ran. It has unlocked a new awareness driving tactic for us that will definitely become a staple in our marketing mix."
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