AdMakeAI

The ecommerce ad playbook, from 6,258 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

6,258 ads / 371 brands / 17 categories / September 2026

Nexgen ad

Nexgen

Ran 947 days

Rogue Fitness ad

Rogue Fitness

Ran 773 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
2What it does
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

    22%

    What stops the scroll: the headline on the creative, or the first line of copy when there is none. Runner-up: Benefit claim, 20%.

  2. 2

    AngleWhat it does

    22%

    The main reason to buy that the ad leans on. Runner-up: Value for money, 16%.

  3. 3

    Creative stylePro shoot

    46%

    How the creative was made, from phone-shot clips to designed graphics. Runner-up: UGC style, 36%.

  4. 4

    Who's on screenNo people

    44%

    Whether the creative shows people, and how. Runner-up: One person, 29%.

  5. 5

    ConceptProduct showcase

    32%

    The idea the ad is built on, from testimonials to sale promos. Runner-up: Sale promo, 15%.

  6. 6

    OfferNo offer

    65%

    The deal on the table, if there is one. Runner-up: Discount, 12%.

  7. 7

    ProofNo proof

    61%

    What the ad uses to back up its claim. Runner-up: Stats, 7%.

  8. 8

    ButtonBuy now

    80%

    The button under the creative. Runner-up: Learn more, 14%.

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 29x as common in ecommerce as in other markets.

The main reason to buy that the ad leans on.

of ecommerce ads8%
of ads in other markets0%

481 of 6,258 ads against 12 of 4,579

See every ad tagged Quality

2 yearsRunning

Bellroy4 versions

2 yearsRunning

Rogue Fitness

1.7 yearsuntil Jun

Thursday Boot Company3 versions

1.2 yearsRunning

AYBL

4 of the 481 ads behind the top bar. Open any of them for the full breakdown.

Tone / Signature

Aspirational copy is 2.5x as common in ecommerce as in other markets.

How the copy sounds.

of ecommerce ads19%
of ads in other markets8%

1174 of 6,258 ads against 342 of 4,579

See every ad tagged Aspirational

3 yearsRunning

Outdoor Voices

2 yearsRunning

Nisolo4 versions

1.3 yearsRunning

MVMT2 versions

1.3 yearsuntil Jul

Charles & Colvard2 versions

4 of the 1174 ads behind the top bar. Open any of them for the full breakdown.

Concept / Signature

Product showcase ads are 1.8x as common in ecommerce as in other markets.

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

of ecommerce ads32%
of ads in other markets17%

1973 of 6,258 ads against 796 of 4,579

See every ad tagged Product showcase

1.7 yearsRunning

Halara2 versions

1.5 yearsRunning

PRx Performance

1.4 yearsRunning

Wild One

1.3 yearsRunning

Nomatic2 versions

4 of the 1973 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.

Concept / Gets launched, does not last

Sale promo ads make up 23% 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 days23%
of ads that ran 90+ days13%

360 of 1,538 ads against 300 of 2,282

See every ad tagged Sale promo

New todayRunning

Backcountry3 versions

New todayRunning

Prose

New todayRunning

Babylist

New todayRunning

YETI

4 of the 360 ads behind the top bar. Open any of them for the full breakdown.

Offer / Gets launched, does not last

Discount offers make up 16% of new ads but 10% of ads that last.

The deal on the table, if there is one.

of ads in their first 30 days16%
of ads that ran 90+ days10%

252 of 1,538 ads against 227 of 2,282

See every ad tagged Discount

New todayRunning

Made In Cookware

New todayRunning

Ruggable3 versions

1 dayRunning

Sunday Citizen2 versions

1 dayRunning

Seed2 versions

4 of the 252 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

4.9 yearsRunning

Fabletics

2.6 yearsuntil Jul

Nexgen

2 yearsRunning

Spot and Tango

1.8 yearsRunning

Dreamland Baby2 versions

1.5 yearsuntil Aug

Aday2 versions

1.4 yearsRunning

Ketone-IQ

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

What brands launch

WhatsApp went from 3% to 15% of new ecommerce ads.

Read more

Launch pace

The typical ecommerce brand launches 21 new ads a week. The busiest quarter launch 56 or more.

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

65% make no offer. Of the 2,221 ads that do:

When they show proof

61% show no proof. Of the 2,470 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

483 ads

  • Ads with one person on screen: 62% here, 26% across the rest of ecommerce.
  • Seasonal ads: 22% here, 8% across the rest of ecommerce.
Browse Apparel & Fashion ads

Auto Aftermarket & Tools

346 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Auto Aftermarket & Tools ads

Automotive

186 ads

  • The "Value for money" angle: 51% here, 15% across the rest of ecommerce.
  • Conversational copy: 65% here, 24% across the rest of ecommerce.
Browse Automotive ads

Baby & Kids

549 ads

  • Life event ads: 25% here, 4% across the rest of ecommerce.
Browse Baby & Kids ads

Beauty & Skincare

424 ads

  • The "Results" angle: 39% here, 10% across the rest of ecommerce.
  • Ads with someone talking to camera: 25% here, 11% across the rest of ecommerce.
Browse Beauty & Skincare ads

Dropshipping & Gadgets

291 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Dropshipping & Gadgets ads

Electronics & Smart Home

423 ads

  • Ads using stats as proof: 27% here, 6% across the rest of ecommerce.
  • Ads that play on novelty: 25% here, 9% across the rest of ecommerce.
Browse Electronics & Smart Home ads

Fitness & Equipment

322 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Fitness & Equipment ads

Food & Beverage

501 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Food & Beverage ads

Footwear & Accessories

466 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Footwear & Accessories ads

Health & Supplements

352 ads

  • The "Results" angle: 24% here, 11% across the rest of ecommerce.
Browse Health & Supplements ads

Home & Furniture

407 ads

  • Aspirational copy: 45% here, 17% across the rest of ecommerce.
Browse Home & Furniture ads

Jewelry & Watches

449 ads

  • The "Identity" angle: 28% here, 5% across the rest of ecommerce.
  • Ads that play on aspiration: 50% here, 18% across the rest of ecommerce.
Browse Jewelry & Watches ads

Kitchen & Cookware

242 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Kitchen & Cookware ads

Outdoor & Sporting Goods

306 ads

  • Ads that play on safety: 42% here, 16% across the rest of ecommerce.
Browse Outdoor & Sporting Goods ads

Pet

352 ads

  • First-order discount offers: 24% here, 3% across the rest of ecommerce.
  • The "Health and safety" angle: 23% here, 5% across the rest of ecommerce.
Browse Pet ads

Sexual Wellness

159 ads

  • The "Health and safety" angle: 20% here, 5% across the rest of ecommerce.
  • Ads with someone talking to camera: 25% here, 11% across the rest of ecommerce.
Browse Sexual Wellness ads

Other markets

See how the other side does it.

Fiitgshop.com ad
JobSwipe ad
Gossip Harbor ad
BodyFast Intermittent Fasting App ad

Software

SaaS, apps, fintech and gaming. 1,922 ads from 134 brands.

  • App screen layouts14% vs 1%
  • Animation ads14% vs 1%
  • Pay later offers10% vs 2%
Read the software report
Seeking Alpha ad
Renewal by Andersen LLC ad
Young America's Foundation ad
Mindvalley ad

Services

Local, professional and education. 2,657 ads from 173 brands.

  • Free quote or consult offers14% vs 1%
  • Ads that start with the problem41% vs 21%
  • The "Make money" angle7% vs 1%
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.

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