Amazon Ads success story · Premium coffee equipment brand

How a premium coffee brand won 75% more new customers by adding streaming TV ads on Amazon.

Name: Overtop Media Digital Marketing
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Fellow sells a precision coffee maker in a category full of cheaper machines. Adding streaming TV ads, including free streaming channels bought through Amazon DSP, to its online video ads reached more of the right households at a lower cost, and lifted new-to-brand customers by 75%.

Business: Fellow
Market: United States
Goal: Win new customers for a premium coffee maker

Pour-over coffee dripper on a glass carafe beside a steel kettle on a kitchen table

The results.

Compared with campaigns that ran online video only, or display only. Searches for the brand rose 500% over the campaign.

+75%lift in new-to-brand customers vs. online video only
+97%more incremental reach vs. display only
+40%better cost per thousand impressions vs. online video only

Amazon internal measurement, United States, Q2 to Q3 2025. Results reflect a single brand campaign and are not indicative of future results.

The challenge.

Fellow makes premium coffee equipment. Its Aiden precision coffee maker costs more than most machines on the market, so the brand had to reach shoppers willing to pay for quality and show them why it was worth it.

It also wanted to know whether premium streaming TV would reach those shoppers more efficiently than the online video ads it already ran.

What they did.

Streaming TV ads · Free streaming channels through Amazon DSP · Online video ads

Moved from online video to TV: The brand added streaming TV ads for more control over where its ads appeared: Fire TV channels, Twitch, free Prime Video channels and Amazon’s publisher network.
Bought premium free channels: Ad space on free, ad-supported streaming channels was bought through a private deal in Amazon DSP, Amazon’s tool for buying ads at scale (now part of its Display, Video, and Audio campaigns).
Made video for new customers: Bespoke videos focused on the craftsmanship, design and function of the coffee maker, written for people who had never bought from Fellow.
Measured the difference: Streaming TV ran alongside online video so Amazon could measure exactly what TV added.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

The big screen sells premium: A considered purchase needs time and attention. A TV ad watched from the couch gives a premium product room to show its quality.
Ads tied to real shoppers: Amazon knows who shops for coffee gear, so the TV ads reached likely buyers, not just a general audience.
New customers, not old ones: 90% of the buyers influenced by the TV ads were new to the brand. That is growth, not credit for sales that would have happened anyway.
Tested against the alternative: Running TV beside online video gave a fair comparison, so the gains are measured, not assumed.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our amazon ads management.

TV for considered purchases: If your product costs more than average, we test streaming TV against your current video to see which brings new customers cheaper.
Buy the right inventory: We choose the channels, apps and deals that fit your buyers, and avoid paying for impressions nobody sees.
Build video for new buyers: Creative is written for people who do not know you yet: what it is, why it is better, where to get it.
Catch the searches TV creates: People who see you on TV search for you next, on Amazon and on Google. Our Google Ads team makes sure you win both.