Brands have been in the content business for decades, but today’s audiences are more challenging to win over. People love a good story but skip anything that feels like an interruption. That’s why Amazon has taken a fresh approach to branded content—integrating itself naturally into the story while creating shows people want to watch.
Amazon’s Main Character Energy
Recently, Amazon has launched a slate of original shows that embody this strategy. Two examples are Celebrity Substitute, a YouTube series where stars brave the chaos of substitute teaching, and Boy Room, a TikTok hit that transforms messy bedrooms into dream spaces. Amazon doesn’t shy away from the fact that this is branded content—instead, they showcase what they do best in a way that naturally moves the story forward.
“We have to earn the right to be in the story,” explains Claudine Cheever, VP of Global Brand and Marketing for Amazon. Her strategy for this initiative? “The brand has to show up in a way that fits naturally and adds value to the experience.” And, as Cheever notes, this is only the beginning. “We’ve now got three or four shows out there and more to come.”
Celebrity Substitute: Making Amazon Wish Lists Part Of The Action
Celebrity Substitute flips the script on traditional celebrity appearances. Hosted by Julian Shapiro-Barnum, the creator behind the viral YouTube hit Recess Therapy, the show sends stars like soccer pros Ali Krieger and Midge Purce, pop star Camila Cabello, and actors Andrew Garfield and Florence Pugh into New York City public schools to serve as substitute teachers for a day.
In one episode, Cynthia Erivo of Wicked fame stepped into PS 11 in Clinton Hill, Brooklyn. The Tony, Grammy, and Emmy-winning star is no stranger to commanding audiences. Still, this time, she faced a different challenge: a room full of second graders eager to learn about storytelling.
“Why is storytelling important?” Erivo asked.
A hand shot up, and one child answered, “I love storytelling because I feel like it’s a way that we can get other people to know us, and it’s a way for us to get to know other people.”
By the end of the episode, Amazon’s role became clear. The brand didn’t just deliver a memorable moment for the kids; it provided the tools the school needed to inspire future storytellers. Gym equipment, laptops, art supplies, and more—all delivered from the school’s Amazon wish list—helped turn an engaging classroom visit into something truly impactful.
Boy Room: A TikTok Sensation with Heart
While Celebrity Substitute focuses on schools and classrooms, Boy Room dives into the chaotic bedrooms of young men in New York City. Initially created by the production company Gymnasium, the TikTok series began with comedian Rachel Coster humorously touring cluttered, messy bedrooms. In its second season, Amazon partnered with the creators to add something everyone loves: a before-and-after transformation.
“And thanks to Amazon’s ability to deliver exactly what the boys want, these shows aren’t just about cleaning up—they’re about creating spaces that feel personal and useful,” says Amy Powell, Amazon’s Head of Entertainment Marketing.
Whether the boys are into music, gaming, or rock climbing, each room is updated to reflect their passions. Fans love the transformations. “First time I’m happy to see the paid partnership thing on a video,” one viewer shared. Another added, “The only long ads I don’t skip, lmao.”
Real-Time Listening, Learning, and Adapting
One of the most significant lessons from Amazon’s approach is how creating on YouTube and TikTok allows for quick adjustments based on audience feedback. Unlike traditional TV, where shows are finalized months in advance, these platforms allow testing, listening, and real-time improvement.
“We can shoot something, test it with an audience, see what works, and then make adjustments,” Powell explains. “In this world, its about listening to the audience instead of assuming we know better. The audience tells us what they want if we’re paying attention.”
“It’s been such a great experience building this approach with the team. Claudine is the kind of leader who encourages taking big swings and believes in a test and learn philosophy”
This approach has led to small but impactful changes. For Celebrity Substitute, the team pre-assembled the items from each school’s wish list, unveiling them in the classroom as polished surprises. But they soon realized this approach missed the joy of watching kids rip open Amazon boxes to discover what’s inside. By including this moment, the episodes became more engaging.
With Boy Room, audience feedback shaped the series’ evolution. Initially, the show focused solely on the messy “before.” But viewers wanted to see the actual transformation—perfect for TikTok’s immediacy.
Storytelling + Marketing: Amazon Combines The Best of Both Worlds
Amy Powell, a Hollywood veteran with a sharp marketing perspective, is at the heart of Amazon’s innovative approach. As the former President of Paramount Television and Co-Founder and CEO of Brillstein Creative Partners, Powell developed hits like 13 Reasons Why, and Jack Ryan. Her ability to blend storytelling with marketing has made her the ideal person to lead Amazon’s new approach.
“Amy is knitting together the rigor and strategy of marketing with the art and creativity of the entertainment world,” says Cheever. “That’s a tough needle to thread, but she’s good at it. Normally, it’s all one or the other—entertainment can lose the strategy, and marketing can lose the magic. Amy brings those two languages together.”
Amazon’s Branded Content: A New Channel Strategy
Amazon is proving that marketing doesn’t have to feel like an interruption. By leveraging what they do best—delivering exactly what’s needed—they’ve created shows that entertain while naturally weaving their brand into the story.
From students ripping open boxes in Celebrity Substitute to dramatic makeovers in Boy Room, Amazon enhances the experience in a way only it can. This fresh approach shows how brands can connect with audiences by adding real value to the story rather than relying on 30-second ads.
“These shows aren’t just feel-good moments,” Cheever says. “They’re a glimpse into how brands can connect with audiences in meaningful, lasting ways.