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Top 5 Campaign in Ecommerce · September 2026
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Top 5 Campaign
Ecommerce · September 2026

Amazown Label

PR Campaign
Thursday 10th September, 2026

Amazon created the ‘Amazown label’ campaign to promote its own-label groceries and same-day fresh delivery in London. The playful hook replaces the familiar phrase ‘own label’ with Amazon’s name, while oversized product-led billboards spotlight lemons, milk and salmon.

Why it worked: It hijacked a retail shorthand (“own label”) with a brand twist (“Amazown”), creating a simple, visual, counter-intuitive headline fit for OOH and news desks.

The lesson: Consider co-opting a well-known industry term and subverting it with your brand name in bold OOH to force a quick double-take.

Amazon byAmazon
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Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk Amazon launches ‘Amazown label’ campaign to raise awareness of fresh grocery delivery Thursday 10th September, 2026
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What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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What does "ranked by coverage" mean?

It's the number of articles. Simple as that. We're not weighting by outlet size or reach - just raw volume. The campaigns at the top are the ones generating the most stories right now.

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