AdMakeAI

The ecommerce ad playbook, from 12,862 real ads.

DTC and product brands: Apparel & Fashion, Auto Aftermarket & Tools, Automotive, Baby & Kids and 13 more. What the typical ad looks like, what sets this market apart, and what the ads that last do differently.

Browse ecommerce adsSkip to what lasts

12,862 ads / 376 brands / 17 categories / November 2026

Nexgen ad

Nexgen

Ran 947 days

Rogue Fitness ad

Rogue Fitness

Ran 818 days

Each of these ran 700+ days

The default

The typical ecommerce ad, step by step.

The most common choice at each step, and how common it really is. Whatever is not the default is, by definition, less crowded.

Sponsored
1No hook
2Value for money
3Pro shoot4No people
5Product showcase
6No offer7No proof
8Buy now

The default ecommerce ad, assembled from the most common choice at every step. See real ones

  1. 1

    HookNo hook

    31%

    What stops the scroll: the headline on the creative, or the first line of copy when there is none. Runner-up: Benefit claim, 12%.

  2. 2

    AngleValue for money

    20%

    The main reason to buy that the ad leans on. Runner-up: What it does, 20%.

  3. 3

    Creative stylePro shoot

    49%

    How the creative was made, from phone-shot clips to designed graphics. Runner-up: UGC style, 32%.

  4. 4

    Who's on screenNo people

    48%

    Whether the creative shows people, and how. Runner-up: One person, 26%.

  5. 5

    ConceptProduct showcase

    29%

    The idea the ad is built on, from testimonials to sale promos. Runner-up: Sale promo, 17%.

  6. 6

    OfferNo offer

    61%

    The deal on the table, if there is one. Runner-up: Discount, 14%.

  7. 7

    ProofNo proof

    67%

    What the ad uses to back up its claim. Runner-up: Stats, 6%.

  8. 8

    ButtonBuy now

    81%

    The button under the creative. Runner-up: Learn more, 13%.

Signature moves

What sets ecommerce apart.

Rare in other markets, routine here. If you are new to this market, these are the moves your competitors already make.

Angle / Signature

The "Quality" angle is 19x as common in ecommerce as in other markets.

The main reason to buy that the ad leans on.

of ecommerce ads7%
of ads in other markets0%

953 of 12,862 ads against 57 of 14,485

See every ad tagged Quality

2.2 yearsRunning

Bellroy

2.1 yearsRunning

Rogue Fitness

1.7 yearsuntil Jun

Thursday Boot Company3 versions

1.4 yearsRunning

AYBL

4 of the 953 ads behind the top bar. Open any of them for the full breakdown.

Concept / Signature

Catalog ads are 3.4x as common in ecommerce as in other markets.

The idea the ad is built on, from testimonials to sale promos.

of ecommerce ads8%
of ads in other markets3%

1067 of 12,862 ads against 357 of 14,485

See every ad tagged Catalog ad

4.3 yearsRunning

Fiitgshop.com

2 yearsRunning

Greats Brand

1.2 yearsRunning

Dorsey

1 yearRunning

Darn Tough Vermont Socks

4 of the 1067 ads behind the top bar. Open any of them for the full breakdown.

Emotion / Signature

Ads that play on novelty are 3.1x as common in ecommerce as in other markets.

The feeling the ad plays on.

of ecommerce ads8%
of ads in other markets3%

1064 of 12,862 ads against 392 of 14,485

See every ad tagged Novelty

1.5 yearsRunning

MVMT2 versions

1.3 yearsuntil Jul

Charles & Colvard3 versions

1.2 yearsuntil Aug

Aday2 versions

1.2 yearsRunning

GOVEE

4 of the 1064 ads behind the top bar. Open any of them for the full breakdown.

Launched vs lasting

What ecommerce brands launch is not what lasts.

Ecommerce ads in their first 30 days against ecommerce ads that ran 90 days or more. Brands keep paying for what works, so the gap is the closest thing to a results column an outsider gets.

Tone / Lasts

Hype copy makes up 31% of ads that last and 21% of new ads.

How the copy sounds.

of ads that ran 90+ days31%
of ads in their first 30 days21%

802 of 2,627 ads against 1533 of 7,327

See every ad tagged Hype

4 yearsRunning

MAXPRO Fitness

2.6 yearsuntil Jul

Nexgen

2.3 yearsRunning

Tubby Todd Bath Co.

2.2 yearsRunning

KiwiCo

4 of the 802 ads behind the top bar. Open any of them for the full breakdown.

Concept / Gets launched, does not last

Sale promo ads make up 22% of new ads but 13% of ads that last.

The idea the ad is built on, from testimonials to sale promos.

of ads in their first 30 days22%
of ads that ran 90+ days13%

1585 of 7,327 ads against 337 of 2,627

See every ad tagged Sale promo

New todayRunning

Jackery2 versions

New todayRunning

Blu Dot2 versions

New todayRunning

Carter's

New todayRunning

Kopari Beauty

4 of the 1585 ads behind the top bar. Open any of them for the full breakdown.

Offer / Gets launched, does not last

Discount offers make up 17% of new ads but 9% of ads that last.

The deal on the table, if there is one.

of ads in their first 30 days17%
of ads that ran 90+ days9%

1267 of 7,327 ads against 248 of 2,627

See every ad tagged Discount

New todayRunning

Astrid & Miyu

New todayRunning

Inno Supps

New todayRunning

Cometeer

1 dayRunning

soundcore7 versions

4 of the 1267 ads behind the top bar. Open any of them for the full breakdown.

The longest-running ecommerce ads

One per brand. Open any of them for the full breakdown.

Browse all ecommerce ads

5.1 yearsRunning

Fabletics

3.1 yearsRunning

Outdoor Voices

2.2 yearsRunning

Spot and Tango

2.2 yearsRunning

Nisolo

1.9 yearsRunning

Dreamland Baby2 versions

1.8 yearsRunning

Halara

The ecommerce meta right now

What is changing in ecommerce advertising, week by week, from every new ad we watch.

See everything that is changing

How long ads last

Half of new ecommerce ads are switched off within 3 weeks.

Read more

Offers and proof

When ecommerce ads make an offer, Discount leads.

Most ads here offer nothing and prove nothing. This is what the rest reach for, and only what this market actually runs. Tap any row to see the ads.

When they make an offer

61% make no offer. Of the 5,023 ads that do:

When they show proof

67% show no proof. Of the 4,298 ads that do:

Category by category

Where each category breaks from the pack.

Each category against the rest of ecommerce. Every card opens that category's top ads.

Apparel & Fashion

1068 ads

  • Ads with one person on screen: 60% here, 23% across the rest of ecommerce.
  • Seasonal ads: 21% here, 8% across the rest of ecommerce.
Browse Apparel & Fashion ads

Auto Aftermarket & Tools

622 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Auto Aftermarket & Tools ads

Automotive

356 ads

  • The "Saves time" angle: 24% here, 7% across the rest of ecommerce.
  • Benefit claim hooks: 28% here, 12% across the rest of ecommerce.
Browse Automotive ads

Baby & Kids

1076 ads

  • Life event ads: 28% here, 4% across the rest of ecommerce.
Browse Baby & Kids ads

Beauty & Skincare

995 ads

  • The "Results" angle: 38% here, 9% across the rest of ecommerce.
  • Ads with someone talking to camera: 23% here, 11% across the rest of ecommerce.
Browse Beauty & Skincare ads

Dropshipping & Gadgets

587 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Dropshipping & Gadgets ads

Electronics & Smart Home

1032 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Electronics & Smart Home ads

Fitness & Equipment

629 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Fitness & Equipment ads

Food & Beverage

1031 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Food & Beverage ads

Footwear & Accessories

909 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Footwear & Accessories ads

Health & Supplements

846 ads

  • Problem and solution ads: 29% here, 14% across the rest of ecommerce.
  • Ads that start with the problem: 29% here, 14% across the rest of ecommerce.
Browse Health & Supplements ads

Home & Furniture

752 ads

  • Aspirational copy: 35% here, 13% across the rest of ecommerce.
Browse Home & Furniture ads

Jewelry & Watches

903 ads

  • Ads that play on aspiration: 51% here, 16% across the rest of ecommerce.
  • The "Identity" angle: 26% here, 5% across the rest of ecommerce.
Browse Jewelry & Watches ads

Kitchen & Cookware

507 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Kitchen & Cookware ads

Outdoor & Sporting Goods

487 ads

  • Ads that play on safety: 36% here, 17% across the rest of ecommerce.
  • The "What it does" angle: 39% here, 20% across the rest of ecommerce.
Browse Outdoor & Sporting Goods ads

Pet

685 ads

  • First-order discount offers: 27% here, 3% across the rest of ecommerce.
  • Ads that play on getting a deal: 36% here, 18% across the rest of ecommerce.
Browse Pet ads

Sexual Wellness

377 ads

  • Life event ads: 22% here, 6% across the rest of ecommerce.
  • The "Pain relief" angle: 23% here, 6% across the rest of ecommerce.
Browse Sexual Wellness ads

Other markets

See how the other side does it.

JobSwipe ad
Gossip Harbor ad
BodyFast Intermittent Fasting App ad
BetterMe ad

Software

SaaS, apps, fintech and gaming. 3,315 ads from 140 brands.

  • Animation ads16% vs 2%
  • App screen layouts11% vs 2%
  • Pay later offers8% vs 1%
Read the software report
Seeking Alpha ad
Housing.com ad
Renewal by Andersen LLC ad
Grand Canyon University ad

Services

Local, professional and education. 11,170 ads from 430 brands.

  • Free quote or consult offers10% vs 1%
  • The "Trust and guarantees" angle12% vs 3%
  • Authoritative copy13% vs 5%
Read the services report

Seen the ecommerce playbook? Make yours.

Open any ad on this page and remix it for your own brand in about 30 seconds.

Browse ecommerce ads
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