• by Sarah Mahoney , 74 minutes ago

Amazon is releasing a new ad campaign for its grocery delivery service, starring actor Kathryn Hahn in humorous spots meant to highlight all the ways Amazon can save shoppers money. While Hahn delivers the same deadpan vibe she’s shown off in Amazon’s back-to-school ads for several seasons, what’s different here is that the ads come at a moment when Amazon is -- finally -- moving the needle on CPG market share.

In the ads, she walks viewers through a litany of grocery demands the modern woman faces: a husband looking to cleanse his colon, a freeloading niece, kids’  friends with surprisingly specific cheese demands, and her own overly fussy dinner guests.

"Amazon Grocery is the everyday destination for busy families who want to spend less,” says Jo Shoesmith, vice president and Amazon global chief brand officer, in the campaign announcement. “With Kathryn Hahn, we're bringing humor and relatability to the grocery experience — she captures those real, everyday moments that families know all too well.”

The “Spend Less on Your Groceries” campaign also highlights Amazon’s everyday low prices -- a positioning owned by market leader Walmart -- including private label prices, as well as free same-day delivery on larger orders.

Amazon, which dominates almost every other retail sector, had been trying to become top banana in groceries and CPG for years, long before its 2017 acquisition of Whole Foods Market. Earlier this year, it shuttered its Fresh and Go stores, ending years of experimentation, to prioritize expanding Whole Foods and offering Amazon same-day grocery delivery in more markets.

Those efforts have paid off, with Numerator reporting that Amazon is finally gaining in market share, up to 8.1% of total CPG spending for the 12 months ended in June. That puts it within striking distance of Costco, which has an 8.2% share, but still light years away from Walmart, with its commanding 20.8% market share.

In pure grocery sales, however, Amazon doesn’t even crack the top five. Walmart dominated with 20.3%, followed by Costco (8.3%), Kroger (8.3%), Albertsons (4.5%) and Publix (4.1%).