One of Amazon's most successful programs for credit card companies is the 1-Click sponsorship, where customers receive a credit for changing their default payment method. Mastercard had just rebranded, and provided no assets other than their simplified logo. This campaign—which ran over Black Friday and featured a seasonal theme—gave customers an instant discount on their holiday purchases.
By approaching customers with the advertiser’s card in their Amazon wallet but not in the default position, this program offers customers an immediate benefit.
This platform has been productized and is now deployable for any credit card issuer throughout the year, with a rapid development time. Since this campaign ran, multiple advertisers including Discover, Citi and Wells Fargo have purchased a slot on the 1-Click platform, and it is Amazon's top-selling feature in this vertical.