Live from unBoxed 2025 with Amazon’s Wayne Purboo

The CPG Guys are joined in this episode by Wayne Purboo, VP of Video Advertising at Amazon Ads.

This episode was recorded at Amazon unBoxed 2025 in Nashville TN

Follow Wayne on LinkedIn at: http://linkedin.com/in/purboo
Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazonadvertising/
Follow Amazon Ads online at: https://advertising.amazon.com/

Wayne answers these questions:

1. Wayne, you’ve been in media, tech and now advertising at Amazon. Can you walk us through your journey and how you landed in the CPG‐advertising intersection along with what does your current role at Amazon Advertising look like? What are the core responsibilities and strategic levers you focus on?
2. Coming from entrepreneurial & video/telecom roots (e.g., your time co-founding QuickPlay Media) how has that shaped your perspective now in a large ecosystem like Amazon?
3. Many CPG brands think “Amazon = retail channel” but there’s a whole advertising & media angle. How do you advise brands to better harness the “media + commerce” capability of Amazon, especially with video?
4. From your vantage point, what are the most common mistakes CPG brands make when planning Amazon-advertising budgets with video?
5. How does you define success for a CPG brand? Are there metrics beyond lower funnel that brands should be paying more attention to, especially with video?
6. Video, streaming, influencer, live-commerce: Which media formats do you think are the most under-utilised by CPG brands on Amazon right now, and why?
7. How should CPG brands think about full-funnel versus upper-funnel investments when advertising on Amazon? Is there a "sweet spot" you’re seeing?
8. What advice would you give a CPG brand that’s just starting to advertise on Amazon (i.e., their first campaign) on leveraging video — what some things should they absolutely nail?
9. On the flip side: what advanced tactics or experiments are you seeing the most exciting results from, for brands already well-established on Amazon?
10. Are there “best practice” frameworks or internal Amazon Advertising tools that brands should know about (or ask for) re : video / streaming that many overlook?
11. Over the next 3-5 years, what do you think will be the biggest disruptors in CPG advertising (on Amazon and beyond) with video?

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