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The Stash EdgeWELL POURJuly 19, 20263 min readAd-free
Costa Rica reached millions of European shoppers with multi-channel Amazon Ads push for agricultural exports
The Essential Costa Rica campaign used Prime Video, Fire TV, Alexa, and Amazon Fresh Bags to put agricultural products in front of grocery buyers across Europe.
Layering awareness channels with Amazon's owned purchase surfaces delivers compounding reach at lower CPMs than open-web media buys.
$2,000
monthly ad budget
$1,400
to Sponsored Products
$600
to a Fire TV campaign targeting your category keywords
$80,000
and run at CPMs often below
Essential Costa Rica, the national brand promotion program, deployed a coordinated campaign across Amazon Ads channels—Prime Video, Fire TV, Alexa, and Amazon Fresh Bags—plus digital media and in-store activations in the United Kingdom to reach millions of European consumers, according to PR Newswire. The program aimed to expose Costa Rican agricultural products—coffee, pineapple, bananas—to grocery buyers who already shop on Amazon Fresh and other European retail points.
The campaign used Amazon's owned surfaces to meet shoppers where they already consume content and place orders. Prime Video ads ran during streaming sessions. Fire TV delivered messages on connected TV home screens. Alexa offered product information through voice queries. Amazon Fresh Bags—the physical packaging used in grocery delivery—carried Essential Costa Rica branding directly into customer kitchens. The program combined top-of-funnel awareness through video with bottom-of-funnel conversion at the point of purchase.
This worked because the brand matched format to intent stage. Video on Prime and Fire TV built awareness without requiring immediate action. Alexa captured active search behavior—someone asking for coffee recommendations or pineapple nutrition facts is already in-market. Amazon Fresh Bags turned packaging into repeat exposure every time a customer unpacks groceries. The Fresh Bags play is especially efficient: the brand pays for a single impression that sits in a household for days, often in high-traffic kitchen spaces, and reaches multiple household members. Each channel contributed a different job, and Amazon's unified dashboard let the campaign measure cross-channel attribution.
The steal for a small physical-product brand works at modest scale. First, if you sell a consumable product on Amazon—coffee, snacks, supplements, pantry staples—apply for Amazon Ads and start with Sponsored Products to prove unit economics. Once you confirm a profitable cost-per-acquisition, layer in one upper-funnel format. If you have a $2,000 monthly ad budget, allocate $1,400 to Sponsored Products, $600 to a Fire TV campaign targeting your category keywords. Fire TV ads reach Prime members with household incomes above $80,000 and run at CPMs often below $15. You can test 40,000 impressions in a month for under $600, enough to measure lift in Sponsored Product click-through rate. Track your brand search volume in Amazon's search term report before and during the Fire TV flight.
Second, if you fulfill through Amazon Fresh or Whole Foods, inquire about co-op placement on Fresh Bags or in-store endcaps. Amazon offers vendor programs where brands subsidize bag printing or shelf positioning in exchange for featured placement. A regional snack brand might spend $5,000 to appear on 500,000 Fresh Bags in a metro test market—a CPM under $10 with guaranteed household penetration. Negotiate a test in one city, measure velocity lift during the period, then expand if return justifies.
Third, if you lack Amazon distribution, reverse-engineer the channel stack using owned platforms. Run a $500 Streaming TV test through platforms like MNTN or Vibe.co targeting grocery buyers in your region—CPMs run $20-$35, delivering 15,000-25,000 impressions. Pair that with Google Shopping ads for your direct-to-consumer site, using the same product imagery and messaging. Track assisted conversions in Google Analytics to see if streaming impressions lift search and shopping ad performance. If you ship product yourself, print a QR code or promo code on your mailer bags to capture repeat purchase data, mimicking the Fresh Bags behavior loop.
The broader pattern: owned surfaces inside a retail ecosystem cost less and convert better than open-web acquisition because the shopper is already in purchase mode. A Prime Video viewer is one click from Amazon Fresh. A Fresh Bag recipient just bought groceries and will buy again in seven days. The Essential Costa Rica campaign worked because it occupied multiple steps in that loop, not because it spent millions. You can rent three of those steps this quarter.
Start with Sponsored Products to prove conversion, then test one Fire TV campaign at six hundred dollars monthly to measure search lift.
For the operator
Negotiate Fresh Bags co-op or Whole Foods endcaps in one metro market, measure velocity during the flight, scale regionally if return clears threshold.
For the house
Request case studies from Amazon Ads showing cross-channel attribution for CPG; use those benchmarks to model your own category's media mix efficiency.
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