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GroupM announced a global collaboration with Amazon Ads to introduce creator-led shoppable content to the Amazon advertising suite of services available to its clients.

Developed by The Goat Agency and available exclusively to GroupM clients via Goat, the collaboration enables advertisers to drive commerce outcomes more effectively with audiences on

Key features of the formats available to clients include Off-site DSP amplification, Sponsored Brands integration, Advanced programmatic creative optimisation and Product Pages and Brand Store Enhancement.

Samantha Bukowski, Global Head of Commerce, GroupM Nexus, said, “The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”

Amy Armstrong, Director Global Customer Development Amazon Ads, said, “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”

Dafydd Woodward, Global Chief Operating Officer, The Goat Agency, said, “Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing. Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.”

Nilam Atodaria, Global Product Director, The Goat Agency, said, “Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.”