Amazon Music Is Using Ring's Holiday Ad to Cross-Promote Carrie Underwood's New Album

The tech giant aims to sweeten partnership deals with cross-brand collaborations within its portfolio


‘Tis the season for holiday-themed advertising, and home security company Ring has gone all in on an Amazon-based partnership that connects the tech giant’s doorbell business with its audio streaming service in a new ad starring Carrie Underwood.

The track that Underwood sings for the ad, “Favorite Time of Year,” dropped exclusively today on Amazon Music. The collaboration represents an opportunity for artists like Underwood to work across Amazon’s brands to reach more fans—a model that Amazon plans to expand as its audio streaming service evolves.

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