B2B Video Library

Amazon Business | Pet Tech – Smart Business Buying

Amazon Business’s Pet Tech ad showcases how businesses can use smart purchasing solutions to meet specific needs—like pet-related products—in a hassle-free and efficient way. The ad combines humor with practical benefits, positioning Amazon Business as the go-to solution for businesses looking to streamline their buying process for even the most niche needs.

The Formula (That Works at Any Budget):

Humor in the Unexpected – The ad kicks off with a surprise: pet tech for businesses, which is unexpected and humorous. By focusing on an out-of-the-box category, Amazon Business instantly grabs attention with a relatable twist.
 → Lesson: Surprise your audience with something they didn’t expect to see, and use humor to keep them engaged.

Simple, Smart Solutions for Every Need – While the focus is on a quirky pet product, the ad highlights how Amazon Business can provide reliable, smart solutions for all kinds of business needs, from pet tech to office supplies. This shows that Amazon Business covers a wide spectrum, making it a one-stop shop.
 → Lesson: Position your product as the ultimate solution to meet a wide range of customer needs, from the expected to the unique.

Efficiency with a Personal Touch – Amazon Business emphasizes the convenience of the buying experience. Whether you need bulk orders or specific items, the platform makes it easy to make purchases tailored to the needs of your business.
 → Lesson: Emphasize convenience and customization to show how your product or service can cater to the unique demands of each business.

Relatable Humor in Business Context – The ad takes a lighthearted approach to a typically dry topic—business purchasing. This humorous approach makes a potentially boring subject matter feel more engaging and relatable to business owners and managers.
 → Lesson: Use humor to humanize your brand and make a dry topic feel more engaging for your audience.

Final Verdict:

Amazon Business’s Pet Tech ad is an entertaining and efficient way to showcase the versatility of its platform. By using humor, highlighting smart buying solutions, and positioning itself as a trusted, efficient business partner, Amazon Business demonstrates its ability to help businesses of all kinds find exactly what they need—no matter how niche. The ad succeeds in showing the power of smart, efficient business buying with a fun twist.

Brave-o-meter score: 

B-8 | R-8 | A-7 | V-8 | E-7

BRAVE – 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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