Newell Brands recently hosted its inaugural Amazon Influencer Showcase at our Hoboken, NJ Customer Experience Center, marking a key moment for the organization’s engagement with the online creator community. The event welcomed more than 100 influencers for an immersive experience designed to highlight our diverse portfolio of trusted brands through engaging, hands-on activations.
Influencers explored curated brand experiences across categories, including baby gear, kitchen essentials, writing tools, and home fragrance. Each activation was designed to demonstrate product innovation, everyday functionality, and lifestyle relevance, helping creators connect authentically with their audiences.
Throughout the event, influencers captured and shared content such as short-form videos, Amazon Storefront links, and lifestyle imagery on their social media profiles. This content not only drove organic engagement but also supported product visibility and discoverability on Amazon, aligning with platform algorithms and consumer shopping behavior.
Brand Activations That Brought Products to Life
Baby: A Baby Jogger® stroller terrain test track, Graco® car seat installation zone, bouquet-building station, NUK® pacifier-themed cupcakes, and a sweet treat bar created a playful and informative experience.
Writing: Elmer’s® Glue and Slime Bar, Sharpie® personalization station, Paper Mate®’s “What Brings You Joy” wall, and Expo®’s treat bar with Wet Erase marker jar decorating showcased creativity and self-expression.
Kitchen: Oster® smoothies and almond butter recipes in Ball® jars, Crockpot®’s oatmeal bar and catering, FoodSaver®’s modular unit demo, and Calphalon®’s product display with a NYC skyline backdrop highlighted culinary innovation.
Home Fragrance: Yankee Candle®’s scent piano and fragrance expert and WoodWick®’s immersive VR experience created a test lab for sensory exploration.
Outdoor: Coleman’s personalized coolers and photo op, and Contigo’s hydration station offered a creative outlet and lifestyle appeal.
Event Impact and Engagement
The showcase supported the upcoming Amazon Prime Big Deal Days and exceeded attendance goals by 45 percent. Influencer participation included notable creators such as actress and Broadway performer @GabrielleNaveah, parenting duo @micahandsarahhh, and Peloton instructor and author @HannahCorbinNYC.
Influencers began posting organic content during and after the event, with many linking directly to Amazon product detail pages and adding featured items to their Storefronts, enhancing visibility and encouraging sales. Congratulations to the Amazon U.S. Sales team, influencer marketing team, and participating brand teams for delivering a memorable and impactful experience.