Going through changes. Whether consumers are welcoming a baby or picking up the keys to their first house, their expectations for brands change during life events and milestones. Amazon Ads helps brands create full-funnel relationships with consumers as they navigate life’s biggest moments. Learn more.
Life’s major milestones reshape how we shop. When consumers welcome a baby or purchase their first home, their needs evolve dramatically, from the products they buy to how they make purchasing decisions. These transitions create new shopping patterns and brand relationships as consumers seek trusted partners to help navigate unfamiliar territory. Amazon Ads helps brands build meaningful connections with consumers during these pivotal moments, creating lasting relationships that extend well beyond the milestone itself.
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Life presents millions of little choices each day: what to grab at the grocery store, how to tackle that mounting to-do list, which movie to unwind with after work. But when life's big moments arrive—like graduating college, buying that first home, or welcoming a tiny new family member—these everyday decisions suddenly carry new weight.
These milestone moments completely transform the way people shop. Instead of reaching for that familiar laundry detergent, new parents find themselves diving deep into research about baby-safe options. Rather than grabbing the usual cleaning supplies, first-time homeowners seek out products worthy of their dream space. It’s more than just daily routines getting a makeover. It’s an entire shift in how people connect with and choose their brands.
The numbers back this up: Amazon Ads partnered with market research firm Alter Agents on Life Events research, which reports that 68% of consumers say life events directly influence their spending habits, with 6 in 10 people saying they dedicate more time to product research during these transitions. These aren’t just temporary changes, either. The brand relationships formed during these pivotal moments often last long after the initial milestone, creating unique opportunities for brands to build lasting loyalty by meeting consumers’ evolving needs.
Welcoming bundles of joy
From the minute a family knows a baby is on the way, it’s go time. There are cribs to buy, diapers to stock up on, baby care products to research, and so much more. Amazon Ads Life Events research also reports that nearly half of consumers say they’re more likely to compare brands during big life events, and expectant parents are no exception.
Why? Their priorities shift dramatically. Compared to other life events, expectant families are 53% more likely to prioritize physical health, 48% more likely to prioritize family time, and 23% more likely to take on more responsibility. This mindset shift, combined with being 28% more likely to increase their spending, leaves consumers reevaluating their brand choices.
Through Amazon Ads, brands can reach 83% of baby product shoppers in the US during this crucial consideration phase. But connecting with expectant parents isn’t just about being there during shopping moments. It’s also about reaching this audience as their media consumption patterns evolve:
- +19% in TV streaming
- +15% in music streaming
- +6% in live streaming
This shift in media habits creates opportunities throughout the consumer journey, from building awareness during evening TV streaming to driving conversion when parents-to-be are actively researching products. While expectant parents show these distinct patterns in media consumption and purchasing behavior, changes in habits are common across many major life milestones.
Make yourself at home
Life milestones often overlap and intersect. Many consumers navigate multiple transitions simultaneously—welcoming a new baby while moving into a larger home, for instance. For brands, these moments of change represent prime opportunities to reach new customers who are actively reevaluating their product choices.
Homebuyers show a clear desire for expert guidance, being 20% more likely to seek professional opinions during their purchase journey. They’re also more engaged with media, showing a 21% increase in streaming TV consumption and a 17% increase in both music and livestreaming.
This is a great opportunity for brands to drive awareness during these transitions. Success means partnering with industry experts while leveraging expert reviews, Q&A forums, and professional endorsements. To effectively connect with these consumers, brands need to deliver the right message at the right time across today’s diverse media channels. Amazon Ads connects with 86% of household shoppers, enabling brands to orchestrate tailored campaigns that resonate at specific moving milestones—precisely when consumers are establishing the product preferences that will define their household for years to come.
Connecting at moments that matter most
Life events fundamentally change how consumers shop and interact with brands, and these changes create sustained opportunities that extend far beyond the initial milestone. To help brands better serve consumers during these milestones, Amazon Ads offers specific audience segments through its demand-side platform (DSP) for consumers experiencing major life events, whether they’re expecting a child, buying a first home, or starting a new job. These audience segments are powered by Amazon’s unique shopping, browsing, and streaming signals, enabling advertisers to create meaningful connections with consumers at the right moments.
Brands can reach these audiences across Amazon’s extensive media network—from Amazon.com to IMDb, Prime Video, and Twitch, plus devices like Alexa—and beyond, thanks to Amazon’s third-party supply. This omnichannel approach allows brands to deliver relevant ad experiences wherever consumers are spending their time, driving goals from awareness to consideration to purchase.
In today’s dynamic environment, success means reaching consumers at the right moment with the right message. Through Amazon Ads, brands can build relationships that drive long-term value by being there when it matters most.