Amazon Targets College Students with Immersive 'First Day Ready' Campaign

Amazon is targeting college students through its Amazon Ads platform by partnering with brands and influencers to create immersive experiences. The 'First Day Ready' campaign aims to connect brand partners with students heading back to college, with a focus on Gen Z students. Partnering brands include Gatorade, Michael Kors, and SharkNinja, each paired with an influencer ambassador.

The campaign includes shoppable content, immersive campus experiences, and a concert, with custom video spots for each brand and dedicated brand store pages on Amazon.com. The campaign will culminate in a concert presented by Amazon Music at the University of Wisconsin, Madison on September 5, 2026.

Amazon is also expanding its Prime Young Adult offering, which provides higher education students and young adults with access to Prime membership at half the cost. Additionally, Amazon's delivery lockers will be brought to more college campuses, reaching over 750 locations across the U.S.