Life's major milestones reshape how we shop. When consumers welcome a baby or purchase their first home, their needs evolve dramatically—from the products they buy to how they make decisions. Amazon Ads helps brands build meaningful connections with consumers during these pivotal moments, creating lasting relationships that extend beyond the milestones themselves. Everyday choices, such as what to grab at the grocery store or which movie to watch after work, gain new significance during major life events like graduating college or buying a first home. These moments transform shopping behaviors, as new parents conduct thorough research on baby-safe products, while first-time homeowners explore options that fit their dream spaces.
Research indicates that 68% of consumers believe life events directly influence their spending habits, with 60% dedicating more time to product research during these transitions. The brand relationships established during these pivotal moments often last long after the initial milestone, offering companies unique opportunities to build lasting loyalty by adapting to the changing needs of consumers. As families prepare for a new baby, they prioritize physical health and family time, often leading to an increase in spending and extensive brand comparisons. This shift creates ripe opportunities for brands to engage expectant parents through targeted advertising, especially as their media consumption increases across platforms like TV and music streaming.