Life’s major milestones reshape how we shop. When consumers welcome a baby or purchase their first home, their needs evolve dramatically, from the products they buy to how they make decisions. Amazon Ads helps brands build meaningful connections with consumers during these pivotal moments, creating lasting relationships that last beyond the milestone itself.
Life presents millions of little choices each day: what to grab at the grocery store, how to tackle that growing to-do list, which movie to unwind with after work. But when life's big moments arrive—like graduating college, buying that first home, or welcoming a tiny new family member—these everyday decisions suddenly carry new weight.
These milestone moments completely transform the way people shop. Instead of reaching for that familiar laundry detergent, new parents find themselves diving deep into research about baby-safe options. Rather than grabbing the usual cleaning supplies, first-time homeowners seek out products worthy of their dream space. It's more than just daily routines getting a makeover—it's an entire shift in how people connect with and choose their brands.
The numbers back this up: Amazon Ads partnered with market research firm Alter Agents on Life events research, which reports that 68% of consumers say life events directly influence their spending habits, and 6 in 10 people saying they dedicate more time to product research during these transitions. These aren't just temporary changes either. The brand relationships formed during these pivotal moments often last long after the initial milestone, creating unique opportunities for brands to build lasting loyalty by meeting consumers' evolving needs.
Welcoming bundles of joy
From the minute a family knows a baby is on the way, it's go time. There are cribs to buy, diapers to stock up on, baby care products to research, and so much more. Amazon Ads Life events research also reports that nearly half of consumers say they're more likely to compare brands during big life events, and expectant parents are no exception.
Why? Their priorities shift dramatically. Compared to other life events, expectant families are 53% more likely to prioritize physical health, 48% more likely to prioritize family time, and 23% more likely to take on more responsibility. This mindset shift, combined with being 28% more likely to increase their spending, leaves consumers reevaluating their brand choices.1
Amazon Ads can help brands reach more than 80% of baby product shoppers in the U.S. during this crucial consideration phase.2 But connecting with expectant parents isn’t just about being there during shopping moments — it’s also about reaching this audience as their media consumption increases and their patterns evolve:2
- +19% in TV streaming
- +15% in music streaming
- +6% in livestreaming
This shift in media habits creates opportunities throughout the consumer journey—from building awareness during evening TV streaming to driving conversion when parents-to-be are actively researching products. While expectant parents show these distinct patterns in media consumption and purchasing behavior, changes in habits are common across many major life milestones.
Make yourself at home
Life milestones often overlap and intersect. Many consumers navigate multiple transitions simultaneously—welcoming a new baby while moving into a larger home, for instance. For brands, these moments of change represent prime opportunities to reach new customers who are actively reevaluating their product choices.
Homebuyers show a clear desire for expert guidance, being 20% more likely to seek professional opinions during their purchase journey. They’re also more engaged with media, showing a 21% increase in streaming TV consumption and a 17% increase in both music and livestreaming.1
This is a great opportunity for brands to drive awareness during these transitions. Success means partnering with industry experts while leveraging expert reviews, Q&A forums, and professional endorsements. To effectively connect with these consumers, brands need to deliver the right message at the right time across today’s diverse media channels. Amazon Ads connects with 86% of household shoppers,2 enabling brands to orchestrate tailored campaigns that resonate at specific moving milestones—precisely when consumers are establishing the product preferences that will define their household for years to come.
Connecting at moments that matter most
To help brands better serve consumers during these milestones, Amazon Ads can help brands reach specific audiences through its demand-side platform (DSP) for consumers experiencing major life events—whether they're expecting a child, buying a first home, or starting a new job. These audience segments are powered by Amazon's trillions of unique shopping, browsing, and streaming signals, enabling advertisers to create meaningful connections with consumers at the right moments.
Brands can reach these audiences across Amazon's extensive media network—from Amazon.com to IMDb, Prime Video, and Twitch, plus devices like Alexa—and beyond thanks to Amazon's third-party supply.
In today's dynamic environment, success means reaching consumers at the right moment with the right message. Through Amazon Ads, brands can build relationships that drive long-term value by being there when it matters most.
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1. Amazon Ads with Alter Agents. Life Events: reaching consumers during moments that matter. Fielded March 2024-June 2024. U.S. data. Among A18-74 who experienced/plan to experience a life event in the last/next 12 months. N=10,015.
2. GWI Core, U.S., Q1 2024,N=32.8M