Amazon’s Global Head of Prime Marketing, Adam Craw, on Creativity, Performance, and the Future of Prime

Chances are that you have an idea about Amazon Prime. Whether you’re a subscriber or not, Prime has grown exponentially over the years into a one-stop destination for far more than fast delivery.

ThinkNW caught up with Adam Craw, Amazon’s Global Head of Prime Marketing. Craw’s extensive marketing experience, insights into Prime’s evolving value proposition, and thoughts on global brand management provided a compelling look into how Amazon navigates the challenges of building a world-class brand.

A Career Rooted in Retail and Marketing

Craw’s journey into his current role at Amazon spans various industries and roles, starting with wireless telecom, moving through retail, and automotive. His experience at agencies like Wieden+Kennedy, where he worked with major retail brands like Target, and later in the automotive industry with Subaru, helped shape his marketing philosophy.

Reflecting on his time at Wieden+Kennedy, Craw said, “Working with Target was an eye-opener in terms of understanding how big-box retail brands build a connection with their audience. It’s about blending the customer’s needs with brand storytelling.”

In 2019, Craw joined Amazon, initially working in retail marketing. He soon transitioned into Prime Marketing, where he has had the opportunity to work on massive global campaigns, including Prime Day and Amazon’s global brand messaging. “It’s been exciting to be part of something that touches so many aspects of a customer’s life,” Craw noted, highlighting how Prime’s unique offerings have expanded since its early days.

Prime’s Evolving Value Proposition

Amazon Prime began as a subscription service focused on providing fast and free delivery, but it has evolved into much more. Prime offers many benefits today, including Prime Video, Amazon Music, and exclusive savings on essential products. One of the core challenges Craw and his team face is effectively communicating this diverse value proposition to customers in an engaging and relatable way.

“The value proposition of Prime hasn’t really changed—what has evolved is our ability to articulate that value more clearly,” Craw explained. “It’s about showing customers how Prime is relevant to their everyday lives, whether it’s through shopping, entertainment, or other services.”

One example of this evolving messaging is the campaign Concrete Jungle,” which skillfully blends Prime’s practical aspects (fast shipping, seamless shopping) with emotional storytelling. This ad, in particular, resonated deeply with audiences by showcasing how Prime plays a meaningful role in people’s lives, from finding new homes to enjoying life’s small moments. Craw said of the ad, “It’s about communicating Prime’s value in a way that feels personal and meaningful to the customer.”

Creativity Meets Performance

Balancing creativity and performance is essential for any successful marketing campaign, and Craw believes these two elements go hand-in-hand. “Creativity and performance aren’t mutually exclusive,” he explained. “Marketing exists to drive action. Our job is to find the insight that unlocks the challenge for the customer.”

One campaign that exemplifies this balance is the “Double Shot Dad” ad, a humorous yet heartfelt portrayal of a new father discovering his “superpower” in coffee while adjusting to parenthood. The ad blends the retail side of Amazon (ordering coffee gear) with its entertainment side (inspiration from Prime Video’s “The Boys”), showing how Prime services fit seamlessly into everyday life.

The key, according to Craw, is in the insight. “We focus on what our customers are passionate about. This dad gets really into coffee, and Prime helps him navigate his new role in life. We want to show how Prime can enable these small but important passions.”

Craw also emphasized the importance of constantly learning from each campaign and using customer insights to improve. “We listen to our customers, learn from how they engage with our content, and apply those insights to future work,” he said. This iterative process helps Amazon fine-tune its messaging while staying aligned with customer needs.

Navigating Global Markets

As a global brand, Amazon faces unique challenges ensuring that Prime’s messaging resonates across different cultures and regions. Craw shared how Amazon successfully navigated the nuances of local markets, particularly in Japan, where even minor details like the number of plants on a balcony in an ad can have significant cultural implications.

“When we launched Prime’s campaign in Japan, we had to adjust to local norms and expectations. Something as simple as how a character enters a home or the presence of certain elements, like plants, can impact how the ad is perceived,” Craw explained.

While maintaining brand consistency across regions is vital, Amazon also allows flexibility for local markets to adapt messaging to better fit their audience’s cultural context. “We want to ensure Prime is recognized globally while also giving our teams the ability to make adjustments that resonate locally. It’s a balance we’re always refining.”

The Role of Creative Partners

Craw also spoke about the importance of working with creative partners like Wieden+Kennedy to develop campaigns that resonate globally. He praised the creative collaboration that helps bring Amazon’s vision to life: “Our agency partners are critical in helping us tell stories that resonate with customers while pushing the creative boundaries. It’s about working together to solve business challenges in a way that’s meaningful and impactful.”

Looking Ahead

As Amazon Prime continues to evolve, Craw and his team are focused on building on the successes of recent campaigns while further refining Prime’s brand messaging. “We’re constantly learning, iterating, and optimizing,” Craw noted. “Our goal is to keep telling Prime’s story in new and exciting ways while ensuring it remains relevant to our customers’ lives.”

Craw is also excited about expanding Prime’s reach into new markets and continuing to develop campaigns that reflect the unique needs and interests of customers worldwide.

“Prime is more than just fast shipping—it’s about offering value in every aspect of our customers’ lives,” noted Craw. “And we’re just getting started.”