Amazon Fashion Always-On Social
June 2024 – February 2026
Agency: Movement Strategy
Amazon needed a vibe shift.
Everyone knows them, but no one admires them. They’re affordable, convenient, and omnipresent—but they’re not chic.
The Idea
Make Amazon Fashion one of the cool girls.
We became the internet’s ultimate wardrobe inspo where everyday accessibility met the elevated fashion house curations of Aritzia, Madewell, and Abercrombie.
In two years, we transformed our audience from trend-seekers to trend-setters.
We adopted a minimal, clever, nonchalant tone to talk to Gen Z without making them cringe.
It allowed us to effortlessly flex from product benefits to casual quips.
2025 Always-On Results
Established a cohesive tone-of-voice and creative identity for Amazon Fashion within Amazon’s global ecosystem.
Organically delivered 263M Views, 982K Clicks, and a 1.8% ER.
From July to December 2025, after evolving our voice and visual identity, we generated 164.7M Views and 380.4M Clicks, delivering more than a 60% increase from previous years.
Corporate sales events became can’t-miss moments…
…meeting (and exceeding) ambitious performance goals.
Prime Day 2025 Results
Generated 58M+ organic views and 415K clicks, exceeding goals.
Earned 30M+ paid views, up 68% from the previous year’s campaign.
Gained 74K new followers.
Black Friday + Cyber Monday 2025 Results
Exceeded brand metric goals with 51.6M Views and 408.2K Clicks.
Organically, we delivered 10.7M Views and generated 31K Clicks.
Our activations included:
Partnerships and events
Reactive and cultural moments
Brand launches
Seasonal campaigns
So get used to hearing the girls say “Thanks, I got it on Amazon.”
Role & Leadership
Directed brand voice development and tone-of-voice framework used across internal and agency teams.
Developed concepts and fashion curations and wrote on-asset and post copy.
Collaborated with strategists, content and engagement teams, and creative leads to optimize performance and ensure trend-driven storytelling.
Evolved the voice to cater to Gen Z sensibilities and rival aspirational competitors.
