Reigning by region: Who ruled the 2025 Amazon Ads Partner Awards?

TOGETHER WITH

The winner’s circle: Read up on the brands that shook things up at the Amazon Ads Partner Awards regional division 2025.

So you’ve tuned back into our coverage of the 2025 Amazon Ads Partner Awards. That must mean you like us—you really like us! (If you missed our first article on the giants that rocked the Global Awards categories, head here.)

Let’s talk about the brands that took home trophies in the Regional Awards categories. These are all about the agencies and technology partners that demonstrate excellence in driving advertiser success with Amazon Ads.

The categories for the Regional Awards include:

• Full Funnel Advertising
• Brand Storytelling
• Seasonal Sales Strategy
• Challenger Brand

Unlike in the Global Awards, each category of the Regional Awards includes multiple winners, recognized for advertising campaigns that ran in three unique regions: AMER, APAC, and EMEA. We’ll give each one their flowers while highlighting some of the ways they went above and beyond to stand out this year.

Full Funnel Advertising

This first category of the evening proves that life isn’t always about the destination; it’s about the customer journey. This award recognizes those partners that took consumers from awareness all the way to long-term loyalty.

And the winners are:

• Xnurta & Wuffes (AMER)
• Ubun Co., LTD. + Orbis ShotPlus (APAC)
• OpenMind + Nescafé Dolce Gusto (AMEA)

Xnurta helped pet supplement newcomer Wuffes drive 65% new-to-brand sales and become a top 10 category leader in a competitive category through a full-funnel DSP strategy powered by AMC insights designed to acquire new customers and build long-term loyalty. In the end, Wuffes saw 164% revenue growth.

Ubun developed a comprehensive full-funnel advertising strategy for Orbis to launch SHOT PLUS, utilizing multiple Amazon Ads solutions. They implemented homepage hero advertising, a premium advertising spot on the Amazon homepage, and Fire TV advertising to help build brand awareness. As a result, sales exceeded the original goal by 200%, while homepage hero ads generated a 6.5x increase in click-through rate.

OpenMind lived up to their name and helped customers keep an open mind when it came to Nescafé Dolce Gusto’s “coffee shop at home” portioned coffee. By moving beyond traditional siloed approaches to deliver a holistic customer experience, OpenMind helped Nescafé Dolce Gusto achieve their highest-ever share of portioned coffee on Amazon, along with significant growth in brand search and sales.

Brand Storytelling

Humans love good storytelling. Gilgamesh, Odysseus, Sherlock Holmes, and more have kept generations of audiences entranced. This category bravely asks, “What if the main character of the story was a brand?” These winners’ creative excellence brought campaign objectives to life through powerful narratives.

And the winners are:

• Jellyfish + BISSELL (AMER)
• Xnurta (again!) + UGREEN (APAC)
• Mindshare, a WPP media brand + Pot Noodle (EMEA)

Jellyfish helped BISSELL transform beyond their functional cleaning products image to showcase their deep commitment to animal welfare. Through powerful visual storytelling using Streaming TV ads, Fire TV, and Sponsored Brands video, Jellyfish helped BISSELL create emotional connections with audiences while reframing the brand as one that actively cares for pets, not just cleans up after them.

Xnurta developed a fan-first storytelling strategy centered around a strategic co-branding partnership with Genshin Impact. The campaign aimed to demonstrate UGREEN’s understanding of gaming culture and position the brand as an integral part of the gaming lifestyle rather than just a utility provider.

Mindshare’s approach was to authentically integrate Pot Noodle into Twitch culture, evolving it from a passive advertisement into an interactive gaming experience. They developed the innovative Slurp & Conquer Quest campaign, strategically positioning Pot Noodle at the intersection of two key gaming community behaviors: the need for quick fuel during gaming (Pause & Fuel) and the desire to celebrate victories collectively.

Seasonal Sales Strategy

It’s the holiday season, folks. That means chestnuts by an open fire, Jack Frost nipping at your nose, and three-phase campaigns for key shopping moments. At least, that’s what that means here at the Partner Awards. This category highlights those who maximized immediate performance while building lasting customer value through strategic planning, real-time optimization, and sophisticated measurement approaches during key shopping moments.

And the winners are:

• Tinuiti + illy (AMER)
• Hector + Noise Wearables (APAC)
• Channel Bakers + Roborock (AMEA)

Tinuiti launched a three-phase campaign structure spanning pre-event, peak, and post-event periods. The approach leveraged Amazon’s full-funnel advertising solutions, combining upper-funnel awareness with response-driving tactics. Streaming TV ads and Prime Video advertisements were deployed to build broad awareness and reach new audiences. Comparing Q4 2024 to Q3 2024, new-to-brand orders experienced 42.8% growth, while overall revenue increased by 34.9%.

Hector developed a comprehensive full-funnel, insights-led strategy across three phases—pre-event, peak, and post-event. The campaign leveraged Amazon’s advanced tools, including Amazon Marketing Cloud (AMC), Amazon Marketing Stream, and Hector’s proprietary solutions. This innovative combination of technology and insights enabled the team to maintain agility throughout the campaign, reduce waste, and improve overall campaign performance.

Instead of relying solely on event activation for Black Friday, Channel Bakers developed a pre-event testing strategy using Amazon Marketing Cloud insights to identify high-potential audiences and optimize their approach. They helped a challenger brand not only navigate a complex seasonal event but also emerge as the category leader.

Challenger Brand

Everyone loves an underdog, and the Challenger Brand award is all about celebrating the hustle. These partners helped ambitious brands shake the table and strengthen their position against category leaders.

And the winners are:

• Acadia + BODi (AMER)
• Adbrew + Bold Care (APAC)
• MinsterFB + Histallay (AMEA)

Acadia helped BODi, a new entrant in the protein category, grow their presence against established players without relying on unlimited budgets. They implemented a full-funnel "Funnel Handoff" strategy, using Amazon Marketing Cloud to orchestrate distinct roles across ad types. Acadia helped BODi achieve 8x market share growth in the protein blend category.

Despite India’s culturally sensitive sexual wellness market, Adbrew helped Bold Care overcome legacy brands that dominated through deep offline equity. They helped Bold Care grow their share of voice while maintaining profitability. Through strategic use of Sponsored Products, Sponsored Brands, and insights-driven remarketing, Adbrew helped Bold Care achieve significant growth in new-to-brand customers and ad-attributed sales.

MinsterFB helped Histallay, a new entrant in the allergy relief category, challenge a dominant market leader who held over 60 percent market share. Through Amazon Marketing Cloud insights and weather insights-guided spend pacing, MinsterFB helped Histallay transform from an unknown brand into a top 10 bestseller, even earning Amazon’s Choice status for a key high-traffic search term.

That’s a wrap!

And just like that, the 2025 Amazon Ad Partner Awards come to a close. We have seen stunning success stories in regions rocked by challenges and hurdles. It’s because of these Amazon partners that we have so much to celebrate. Learn more about the Partner Awards here, and consider entering yourself for 2026. You may just see your brand’s name in lights this time next year.