B2B Video Library

Amazon Business | Run a Tighter Ship – Smart Business Buying

Amazon Business takes a smart and practical approach to business purchasing in this ad, focusing on how companies can streamline operations and improve efficiency. The ad addresses the common frustrations of managing procurement processes—delays, excess paperwork, and complex approval workflows—and offers Amazon’s platform as a smarter, more efficient solution.

Through a series of relatable scenarios, the ad showcases how businesses can save time and resources by leveraging Amazon Business’s tools, such as bulk buying, approval workflows, and streamlined purchasing processes. The result? A smoother, more cost-effective approach to procurement that lets businesses “run a tighter ship.”

The Formula (That Works at Any Budget):

Relatable Workplace Pain Points = Instant Engagement – The frustrations of disorganized purchasing and inefficiencies are a shared experience for many businesses, making the ad instantly relatable.
 → Lesson: Tap into universal business problems to create immediate connections.

Simplicity and Clarity Over Complexity – The ad doesn’t overwhelm viewers with technical jargon; it simply shows how Amazon Business simplifies procurement, focusing on the end result—efficiency and savings.
 → Lesson: Keep your message clear and direct—less is more.

Visual Metaphors to Showcase Efficiency – The ad uses quick-cut visuals and seamless transitions to represent the flow of business purchasing with Amazon Business, symbolizing ease and speed.
 → Lesson: Use visuals to reinforce your message without over-explaining.

Empowerment Through Automation – The ad highlights how automated systems, like approval workflows, allow businesses to save time and money.
 → Lesson: Position your product as the key to unlocking productivity and efficiency.

Final Verdict:

Amazon Business delivers a practical, no-nonsense approach to streamlining business buying. By focusing on the real-world impact of procurement solutions, this ad shows how businesses can save time, cut costs, and improve operations with Amazon’s services—without overcomplicating things.

Brave-o-meter score: 

B-8 | R-9 | A-9 | V-9 | E-9

BRAVE – 8.8/10

Watch the full ad & learn more:
Website: Amazon Business
LinkedIn: Amazon Business LinkedIn Page

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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