Amazon Ads success story · Local car dealership (does not sell on Amazon)

How a local car dealer that sells nothing on Amazon grew website visits 120% with Amazon streaming TV ads.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Nimnicht Chevrolet in Jacksonville wanted the reach of TV with the measurement of digital. Amazon’s shopper audiences, a 25-mile radius and streaming TV on Fire TV, Twitch and Prime Video’s free live channels brought more local shoppers to its website and more form submissions.

Business: Nimnicht Chevrolet
Market: Jacksonville, Florida
Goal: Measurable local reach and more website visits

Rows of new cars in many colors parked on a large lot, seen from above

The results.

Website visits compared month over month; form submissions and store visits compared during the campaign. The dealership also reported higher overall sales in 2025 than in 2024.

+120%website visits, month over month
+23%website form submissions and in-store visits during the campaign
+28%website visits in the targeted zip codes

Reported by the dealership, United States, 2025.

The challenge.

Nimnicht Chevrolet is a single-location dealership in Jacksonville, Florida. Like many dealers, it had spent on traditional TV without a clear view of what the spend was doing.

The goal was measurable local reach: new, relevant shoppers visiting the website and then the showroom. The dealership sells nothing on Amazon, so the question was whether Amazon’s audiences could help a local business anyway.

Illustration of a map with targeted zip codes inside a 25-mile radius and a streaming TV car ad

What they did.

Amazon DSP audiences · Streaming TV ads · Zip code targeting · Amazon ad tags

Built audiences from Amazon data: Custom audiences in Amazon DSP, now part of Amazon’s Display, Video, and Audio campaigns, targeted people shopping for cars and trucks, households within 25 miles of Jacksonville, and families who had recently researched or bought a vehicle.
Matched the dealer’s market: Geo-targeting kept every impression inside the area the dealership actually serves.
Ran TV where people stream: Streaming TV ads ran on Fire TV, Twitch, Prime Video’s free live TV and premium streaming apps.
Paired brand with offers: Brand messages ran alongside specific offers, such as a Truck Month promotion, so the ads gave people a reason to act now.
Connected TV to the website: Amazon ad tags linked people who saw the TV ads to what they did next on the dealer’s site.

Why it worked.

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

Shopping data beats guesses: Amazon knows who is researching vehicles. Targeting those households wasted far less than a broad TV audience.
Local by design: A 25-mile radius and zip-code targeting meant every dollar reached people who could actually drive to the lot.
TV that can be measured: Ad tags showed which zip codes and viewers responded, so the dealer could see the 28% lift where the ads ran.
An offer to act on: Brand ads build trust, but a timely offer gives people a reason to visit this month, not someday.

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 audiences for local businesses: You do not need to sell on Amazon to use its shopper data. We build audiences around your customers and your service area.
Streaming TV across your market: We plan streaming TV by zip code across the Charlotte metro or your own market, with budgets that fit a local business.
Track every visit and lead: Website visits, calls, forms and showroom visits are tracked back to the ads, so you know what TV is worth.
Catch the follow-up search: Viewers search your name after the ad. Our Google Ads and Google Business Profile work makes sure they find you.