Amazon has introduced Push Notifications, a new advertising solution that enables brands to engage shoppers directly on their smartphones through the Amazon app. Positioned as an off-site, real-time messaging channel, this format allows brands to reach customers even before they begin their shopping journey.
With Amazon’s first-party shopping signals, scale, and trust, Push Notifications represent a significant step toward creating more personalized, timely, and measurable customer engagement.
Reaching Shoppers Before the Shopping Journey Begins
Traditional Amazon advertising formats engage customers once they are already browsing or searching. Push Notifications move that interaction one step earlier.
Notifications appear directly on a customer’s smartphone lock screen, creating an opportunity to capture attention before users even open an app. With a single tap, customers can be directed to:
- Product Detail Pages (PDPs)
- Custom Landing Pages (CLPs)
- Amazon Brand Stores
This creates a seamless path from awareness to conversion.
How Amazon Push Notifications Work
Brands can create campaigns using:
- Custom creative assets
- Personalized messaging
- Discount callouts
- Clear calls-to-action
Amazon then uses its extensive first-party data ecosystem to identify and reach the most relevant audiences based on their shopping behavior and purchase intent.
The entire experience is designed to feel personalized, relevant, and actionable.
Powered by Amazon’s Signals, Scale, and Trust
One of the biggest advantages of this format is Amazon’s audience intelligence.
According to Amazon, Push Notifications can leverage audiences across a base of over 200 million users, using real shopping behavior to identify the right customer cohorts.
Targeting options include:
Behavioral Targeting
- Category browsers
- In-aisle shoppers
- Product viewers
- Competitor product viewers
- Past purchasers
Lifecycle Targeting
- First-time category shoppers
- Frequent buyers
- Lapsed customers
- High-value customers
Interest & Lifestyle Audiences
- Demographic segments
- Shopping preferences
- Cross-category behaviors
Retargeting Opportunities
- Product viewers
- Category viewers
- Sequential messaging strategies
- Multi-touch campaigns across Push, Search, and DSP
Key Use Cases for Brands
1. New Product Launches
Generate awareness and excitement around newly launched products by reaching relevant audiences directly on their devices.
2. Reach New-to-Brand Audiences
Expand brand reach by targeting shoppers who are actively browsing relevant categories but have not yet purchased from your brand.
3. Retarget High-Intent Shoppers
Reconnect with:
- Product viewers
- Category browsers
- Lapsed purchasers
- Cart abandoners through broader remarketing strategies
4. Capitalize on Brand Moments
Increase engagement during:
- Brand Days
- Super Value Days
- Shopping Festivals
- Category Events
- Seasonal Promotions
5. Build Customer Retention
Deliver recurring campaigns to specific customer cohorts, helping brands build long-term shopping habits and loyalty.
Measuring Performance Across the Funnel
Amazon provides both engagement and conversion metrics, allowing brands to evaluate performance beyond clicks.
Available metrics include:
Awareness & Reach
- Sends (Unique users reached)
Engagement
- Clicks
- Click-Through Rate (CTR)
Traffic
- Glance Views (GVs)
Conversion
- Ordered Product Sales (OPS)
- Conversion Rate (CVR)
- Add-to-Carts
- Return on Ad Spend (ROAS)
Campaign performance is measured using a 14-day attribution window after click, providing visibility into downstream conversions.
Early Performance Signals Look Promising
Amazon shared results from several beta campaigns demonstrating the channel’s potential.
Samsung – New Product Launch
Samsung targeted previous-generation smartphone users to drive upgrades to the newly launched Galaxy S26.
Results:
- Reach: 5M+ users
- CTR: 1.7%
- CVR: ~1%
- ROAS: 11x
Google – Building Consideration
Google targeted Android and iOS shoppers to promote newly launched OnePlus devices and encourage ecosystem migration.
Results:
- Reach: 2M+ users
- CTR: 1.7%
- CVR: 1.5%
- ROAS: 17x
LG – Pre-Sale Event Awareness
LG used Push Notifications ahead of Republic Sale 2026 to build awareness among washing machine shoppers.
Results:
- Reach: 3M+ users
- CTR: 1.3%
- 4x growth in Glance Views
These early case studies suggest that Push Notifications can effectively drive both upper-funnel awareness and lower-funnel conversions.
Campaign Setup and Investment Requirements
To launch a Push Notification campaign, advertisers need to:
- Identify your objective and build your audience
- Build your creatives and messaging
- Choose the landing page
- Deploy staggered or recurring campaigns that automatically deliver messages to the same cohort over time
Current beta requirements include:
- Minimum audience size: 2 million users
- Minimum investment: ₹6 Lakhs
Why This Matters
Push Notifications are Amazon’s answer to one of the biggest challenges in digital commerce: reaching customers outside the marketplace while still leveraging marketplace data.
The format combines:
- Amazon’s first-party shopper intelligence
- Direct mobile engagement
- Full-funnel measurement
- Personalized messaging
- Scalable audience reach
As brands look for alternatives to increasingly competitive search placements, Push Notifications offer a new way to create awareness, drive consideration, and re-engage high-intent shoppers.
Final Thoughts
Amazon Push Notifications extend the shopping journey beyond the marketplace and into the customer’s daily mobile experience.
By combining real-time engagement, sophisticated audience targeting, and measurable business outcomes, this new format has the potential to become an important addition to the Amazon advertising toolkit.
For brands launching new products, re-engaging existing shoppers, or building awareness around key sales events, Push Notifications could offer a valuable new lever for growth in 2026 and beyond.
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