AdMakeAI

The ecommerce ad playbook, from 10,055 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

10,055 ads / 374 brands / 17 categories / October 2026

Nexgen ad

Nexgen

Ran 947 days

Rogue Fitness ad

Rogue Fitness

Ran 799 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

    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

    AngleWhat it does

    21%

    The main reason to buy that the ad leans on. Runner-up: Value for money, 19%.

  3. 3

    Creative stylePro shoot

    48%

    How the creative was made, from phone-shot clips to designed graphics. Runner-up: UGC style, 33%.

  4. 4

    Who's on screenNo people

    47%

    Whether the creative shows people, and how. Runner-up: One person, 27%.

  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

    62%

    The deal on the table, if there is one. Runner-up: Discount, 13%.

  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, 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 "What it does" angle is 2.5x as common in ecommerce as in other markets.

The main reason to buy that the ad leans on.

of ecommerce ads21%
of ads in other markets8%

2107 of 10,055 ads against 559 of 6,663

See every ad tagged What it does

3 yearsRunning

Outdoor Voices

2.1 yearsRunning

Nisolo

2.1 yearsRunning

Bellroy

2.1 yearsRunning

Rogue Fitness

4 of the 2107 ads behind the top bar. Open any of them for the full breakdown.

Tone / Signature

Aspirational copy is 2.4x as common in ecommerce as in other markets.

How the copy sounds.

of ecommerce ads15%
of ads in other markets6%

1529 of 10,055 ads against 426 of 6,663

See every ad tagged Aspirational

1.4 yearsRunning

MVMT2 versions

1.3 yearsuntil Jul

Charles & Colvard2 versions

1.2 yearsuntil Aug

Aday2 versions

1.1 yearsRunning

Dorsey

4 of the 1529 ads behind the top bar. Open any of them for the full breakdown.

Concept / Signature

Catalog ads are 4.1x as common in ecommerce as in other markets.

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

of ecommerce ads7%
of ads in other markets2%

715 of 10,055 ads against 115 of 6,663

See every ad tagged Catalog ad

1.9 yearsRunning

Greats Brand

11 monthsRunning

Darn Tough Vermont Socks

9 monthsuntil Aug

Otherland

7 monthsRunning

ELOQUII

4 of the 715 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 30% of ads that last and 20% of new ads.

How the copy sounds.

of ads that ran 90+ days30%
of ads in their first 30 days20%

756 of 2,559 ads against 1015 of 5,023

See every ad tagged Hype

2.6 yearsuntil Jul

Nexgen

1.9 yearsRunning

Dreamland Baby

1.7 yearsRunning

Halara

1.4 yearsRunning

Wild One

4 of the 756 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%

1085 of 5,023 ads against 324 of 2,559

See every ad tagged Sale promo

New todayRunning

EcoFlow4 versions

New todayRunning

TRUEWERK2 versions

New todayRunning

tarte cosmetics2 versions

New todayRunning

Athleta2 versions

4 of the 1085 ads behind the top bar. Open any of them for the full breakdown.

Offer / Gets launched, does not last

Sale event offers make up 6% of new ads but 1% of ads that last.

The deal on the table, if there is one.

of ads in their first 30 days6%
of ads that ran 90+ days1%

287 of 5,023 ads against 35 of 2,559

See every ad tagged Sale event

New todayRunning

CALPAK

1 dayRunning

Carter's4 versions

1 dayRunning

Rove Concepts3 versions

1 dayRunning

Graza

4 of the 287 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 yearsRunning

Fabletics

2.2 yearsRunning

Spot and Tango

2.1 yearsRunning

KiwiCo

1.7 yearsuntil Jun

Thursday Boot Company3 versions

1.5 yearsRunning

PRx Performance

1.5 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 4 weeks.

Read more

What brands launch

Messenger fell from 84% to 40% of new ecommerce ads.

Read more

Launch pace

The typical ecommerce brand launches 20 new ads a week. The busiest quarter launch 58 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

62% make no offer. Of the 3,814 ads that do:

When they show proof

67% show no proof. Of the 3,345 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

788 ads

  • Ads with one person on screen: 63% here, 24% across the rest of ecommerce.
  • Seasonal ads: 21% here, 9% across the rest of ecommerce.
Browse Apparel & Fashion ads

Auto Aftermarket & Tools

466 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Auto Aftermarket & Tools ads

Automotive

316 ads

  • The "Value for money" angle: 48% here, 18% across the rest of ecommerce.
  • Problem and solution ads: 29% here, 15% across the rest of ecommerce.
Browse Automotive ads

Baby & Kids

887 ads

  • Life event ads: 26% here, 4% across the rest of ecommerce.
Browse Baby & Kids ads

Beauty & Skincare

725 ads

  • The "Results" angle: 38% here, 9% across the rest of ecommerce.
  • Ads with someone talking to camera: 22% here, 10% across the rest of ecommerce.
Browse Beauty & Skincare ads

Dropshipping & Gadgets

459 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Dropshipping & Gadgets ads

Electronics & Smart Home

754 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Electronics & Smart Home ads

Fitness & Equipment

506 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Fitness & Equipment ads

Food & Beverage

784 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Food & Beverage ads

Footwear & Accessories

710 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Footwear & Accessories ads

Health & Supplements

622 ads

  • Ads that start with the problem: 29% here, 14% across the rest of ecommerce.
  • Problem and solution ads: 28% here, 14% across the rest of ecommerce.
Browse Health & Supplements ads

Home & Furniture

671 ads

  • Aspirational copy: 34% here, 14% across the rest of ecommerce.
Browse Home & Furniture ads

Jewelry & Watches

699 ads

  • Ads that play on aspiration: 53% here, 17% across the rest of ecommerce.
  • The "Identity" angle: 26% here, 5% across the rest of ecommerce.
Browse Jewelry & Watches ads

Kitchen & Cookware

385 ads

Follows the ecommerce playbook closely. Nothing stands out yet.

Browse Kitchen & Cookware ads

Outdoor & Sporting Goods

442 ads

  • Ads that play on safety: 34% here, 16% across the rest of ecommerce.
Browse Outdoor & Sporting Goods ads

Pet

574 ads

  • First-order discount offers: 25% here, 3% across the rest of ecommerce.
  • Ads that play on getting a deal: 36% here, 17% across the rest of ecommerce.
Browse Pet ads

Sexual Wellness

267 ads

  • Life event ads: 22% here, 6% across the rest of ecommerce.
  • Ads that start with the problem: 35% here, 14% 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. 2,802 ads from 138 brands.

  • Animation ads16% vs 1%
  • App screen layouts12% vs 1%
  • Free plan offers5% vs 0%
Read the software report
Seeking Alpha ad
Renewal by Andersen LLC ad
Young America's Foundation ad
Mindvalley ad

Services

Local, professional and education. 3,861 ads from 176 brands.

  • Free quote or consult offers12% vs 1%
  • The "Make money" angle6% vs 1%
  • Ads that start with the problem32% vs 16%
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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