American Express and Amazon partnered to deliver co-branded financial and procurement solutions designed to empower small business growth and streamline working capital management.

Within this strategic partnership, the American Express acquisition marketing team collaborated with Amazon's acquisition team and e-commerce ecosystem to drive business card adoption and financial product growth.

This initiative leveraged email lead generation as a primary acquisition vehicle for the Amazon Business American Express Card during peak commercial shopping windows, specifically Prime Day and Q4 Holiday campaigns.

The strategy deployed previously high-converting email messaging within controlled target groups to capture small business purchasing intent during high volume seasonal surges.

Inbox Over-Saturation and Cannibalization

Tentpole shopping events like Prime Day and holiday seasonal pushes create a digital inbox saturation with intense competition to capture the business owner’s attention. Depending on the sector, some business owner’s seek to capitalize on the seasonal surges for their revenue growth.

Additionally, the campaign had to deliver hyper-relevant value propositions across diverse B2B customer segments without causing email fatigue or compromising brand prestige with American Express’ card portfolio.

The strategy deployed segmented email lead generation workflows featuring customized messaging frameworks aligned with seasonal buying behaviors during previous Prime Day and holiday performance.

Dynamic creative development highlighted immediate card benefits, including financing flexibility, rewards multipliers, and purchasing power to incentivize card applications.

The campaign drove qualified email lead generation and delivered significant lifts in new card acquisition across both peak retail windows.

This strategic framework established a repeatable email marketing playbook for capturing high-volume seasonal traffic and converting business buyers into long-term cardholders.

As Senior Acquisition Marketing Manager on the American Express team, I provided leadership, strategic planning, and cross-functional team deployment to direct the email lead generation acquisition strategy for Amazon Prime Day and co-branded holiday campaigns.

Applying business and marketing intelligence analysis, I guided the strategic messaging, creative development, and lifecycle promotional plan to drive high-converting lead generation and measurable card acquisition across every touchpoint of the customer journey.