EPISODE 500 : Brand Building Through Superior Media Capabilities with Amazon's Tanner Elton

12 snips

Jun 18, 2025

Tanner Elton, Vice President of US Advertising Sales at Amazon, shares insights from his transformative journey in advertising. He discusses how innovation shapes leadership at Amazon and the importance of collaboration for creative growth. Tanner reveals evolving consumer behavior trends impacting advertising strategies, including new partnerships like Roku. He also highlights how Amazon is responding to industry challenges and the importance of customer feedback in crafting successful brand campaigns. This engaging conversation celebrates not just brand building but also the future of advertising in a digital world.

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ANECDOTE

Amazon Entertainment Journey

Tanner Elton shared how starting in Amazon's entertainment division shaped his understanding of customer journeys and brand partnerships.
Using IMDb's acquisition, Amazon tied content discovery to commerce, showing the art of the possible in innovation.

ADVICE

Six Cs of Innovation Culture

Build a culture around community to foster collaboration and innovation.
Amplify individual talents and create an environment that encourages creative thinking focused on customer needs.

INSIGHT

Simplicity Drives Consumer Behavior

Consumers prioritize simplicity in shopping experiences alongside selection and price.
Advertising strategies must reduce complexity and fragmentation to engage consumers effectively.

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The CPG Guys are joined in their 500th episode by Tanner Elton, Vice President of US Advertising Sales at Amazon.

Follow Tanner on LinkedIn at: https://www.linkedin.com/in/tannerelton/

Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazon-ads-partners/

Follow Amazon Ads online at: https://advertising.amazon.com/

Tanner answers these questions:

Reflecting on your career journey at Amazon, what experiences have been most pivotal in shaping your leadership style?
What role does innovation play in your leadership, and how do you foster a culture that encourages innovative thinking within your teams?
What trends are you observing in consumer behavior that are influencing advertising strategies?
How do you envision the future of advertising sales evolving over the next few years, particularly with the rise of streaming services and ecommerce integration?
How has Amazon’s relationship with major brands evolved?
What feedback mechanisms are in place to ensure that advertiser needs and concerns are addressed effectively?
What are the biggest challenges facing the advertising industry today, and how is Amazon Ads positioned to address them?
From your perspective, what is the reason for advertisers to believe that Amazon is the best place for them to build their brands?

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