Every purchasing decision carries risk. The wrong vendor or the wrong timing can turn something simple into something costly. Procurement professionals manage that tension every day, making the complex feel routine for everyone else in the organization.
That’s the problem Amazon Business solves for organizations of all sizes, from hospitals and schools to factories and hotels. The first mid-funnel campaign for the brand moves beyond broad awareness to give enterprise organizations the proof points they need to feel confident they’re making the right buying decisions.
Set in the world of BikeSync, a fictitious manufacturer that makes bicycles and biking accessories, the campaign plays on a company whose employees take their culture very seriously. BikeSync builds products that keep people moving, but the business itself has been fighting an uphill climb when it comes to keeping up with its own operational needs.
Through a humor-forward story rooted in the realities of procurement, the work shows how Amazon Business helps teams reduce risk, so progress comes faster with confidence, keeping procurement in the hero role. View it here.
Kate Rundell, Chief Marketing Officer at Amazon Business, said: “Procurement leaders are expected to keep everything moving, without mistakes, delays, and drama. We wanted to create a campaign that makes Amazon Business feel immediately useful and credible, showing how our controls, insights and guided experiences can reduce risk and help midsized teams buy with confidence.”
The campaign was led by Code and Theory, who has been a trusted digital strategy and marketing partner to Amazon Business for five years.
The campaign brings the value of Amazon Business to life by spotlighting:
● Guided experiences (including AI-enabled assistance) that help teams navigate available tools and next steps
● Dashboards and analytics that help businesses discover ways to save
● Policy and compliance controls, including alerts when purchases fall outside approved lists or plans
● Delivery controls and customizable options that help keep operations moving across teams and locations
The campaign centers around three 30-second spots across digital and social channels. Spots were directed by Jason Cook, best known for his ability to merge meticulously crafted, high-concept visuals with a grounded, comedic sensibility. Imagine This Creative Studio served as the production company. They produced award-winning work for Microsoft, Booking.com and Lifesaver Gummies.
Karen Piper, Head of Brand Strategy at Code and Theory, said: “Procurement can feel like a minefield and one wrong click can make you the person everyone looks at. We wanted to make that pressure recognizable, then show proof points that make progress feel safer. Amazon Business shows up as a trusted partner and companion in those moments, with the controls, visibility, and smarter guidance teams need to move forward with confidence. Humor earns attention, but those details are what make the story stick.”
