# Amazon Streaming TV Ads: 75% More New Buyers | OVERTOP [Home](/)›[Success stories](/success-stories/)›[Amazon Ads](/success-stories/amazon-ads/)›Fellow 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. 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%. BusinessFellow MarketUnited States GoalWin new customers for a premium coffee maker ## 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 TVThe brand added [streaming TV ads](https://advertising.amazon.com/solutions/products/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 channelsAd space on free, ad-supported streaming channels was bought through a private deal in [Amazon DSP](https://advertising.amazon.com/products/display-video-audio), Amazon’s tool for buying ads at scale (now part of its Display, Video, and Audio campaigns).Made video for new customersBespoke videos focused on the craftsmanship, design and function of the coffee maker, written for people who had never bought from Fellow.Measured the differenceStreaming 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 premiumA 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 shoppersAmazon knows who shops for coffee gear, so the TV ads reached likely buyers, not just a general audience.New customers, not old ones90% 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 alternativeRunning 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](/amazon-ads/). TV for considered purchasesIf your product costs more than average, we test streaming TV against your current video to see which brings new customers cheaper.Buy the right inventoryWe choose the channels, apps and deals that fit your buyers, and avoid paying for impressions nobody sees.Build video for new buyersCreative 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 createsPeople who see you on TV search for you next, on Amazon and on Google. Our [Google Ads](/google-ads/) team makes sure you win both. ## Who this play fits. You do not have to be a premium coffee equipment brand to use the same approach. It is a strong fit for: - Premium and higher-priced products - Kitchen, home and appliance brands - Brands already running online video - Direct-to-consumer brands selling on Amazon - Brands focused on new customers ## Want results like these? Tell us about your business and your goals. We will show you where Amazon ads can bring you customers, and what it would take. [Start growing with Amazon ads](#audit) [Or call (704) 237-0707 ›](tel:7042370707) [See how we run Amazon ads for our clients ›](/amazon-ads/) ## More Amazon ads success stories. - [ Home and kitchen **350%** higher sales on Amazon than the previous year ### Kazi Read the story › ](/success-stories/amazon-ads/kazi/) - [ Books and publishing **2X** yearly revenue, from $316,547 to $634,542 ### Front Line Publishing Read the story › ](/success-stories/amazon-ads/front-line-publishing/) - [ Beauty and personal care **10X** return on ad spend for Sponsored Products ### Made for Locs Read the story › ](/success-stories/amazon-ads/made-for-locs/) [See all Amazon ads success stories ›](/success-stories/amazon-ads/) Results as published by Amazon Ads in its Fellow streaming TV case study. Results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.