Amazon Ads today launched its first campaign—from Stagwell agency Code And Theory-- targeted at small business owners.  

The global platform, called “Ads That Work as Hard as You Do,” spotlights the point that Amazon Ads can get businesses closer to the customers that matter.  

The campaign went live in the U.S., U.K. and Germany and builds upon Amazon’s growing focus on targeting small businesses and entrepreneurs who sell in its Amazon Stores.  

More than 60% of Amazon sales come from independent sellers, most of which are small and medium-sized businesses.  

Last year, more than 4.1 billion products were sold by independent sellers in the U.S., according to Amazon’s Small Business Empowerment Report. Overall, it has invested more than $30 billion in logistics, tools, services, programs, and people to foster the growth of its sellers, per the report.   

The new campaign elevates the small business owner and champions what they go through every day to build their businesses. It also suggests that their next customer is never more than an arm’s length away. In video and display ads, a pet toy manufacturer hands a pull toy directly to a bulldog. Also seen is an apparel maker handing a jacket directly to a customer. 

The ads point out that “Small businesses saw 26% of their sales, on average, driven by Amazon Ads.” Audio ads on top podcasts and social media support the effort.   

In addition to the ads, Code and Theory handled some brand identity elements and new messaging for Amazon Ads across the commerce giant’s sites. For example, the Amazon Ads Small Business Introductory page says: “You work hard, and so do our ads. Whatever your small business is, unlock its full potential with our advertising solutions.” The site offers proof points, case studies and testimonials for other small businesses looking to get started.  

Amy Carvajal, chief creative officer of Code and Theory says that the new campaign “shows how much Amazon champions small business and their customers. The campaign is unique in that it is much less about Amazon and more about honoring the small business owners.”