Fuel brands are competing for customer loyalty in new ways. While price and location still dominate where drivers fill up, loyalty programs are becoming a key differentiator, according to new data from Amazon Ads and GWI*.
Price and location still drive fuel purchase decisions. Cost-conscious consumers won't travel far for deals and proximity matters.
Nearly 9 in 10 consumers (87%) consider location and/or convenience "somewhat" or “very important” when choosing where to purchase their gas, according to the study.
84% of consumers said price was somewhat/very important in their decision.
Current adoption suggests that the loyalty opportunity is large, as some 42% of drivers do not use a fuel brand loyalty program.
Marketing can help brands go the extra mile:
23% of consumers have considered making a fuel station purchase after seeing an ad, while 55% have taken an action after seeing a gas station ad, including researching the brand, visiting the website, downloading the app, or signing up to a loyalty program.
Platform choice matters for trust.
Streaming TV ads are some of the most trustworthy, with 49% of consumers reporting they trust this form of gas station advertising "somewhat" or "very" much, according to the study.
In-store ads and signage come in a close second at 49%, followed by traditional TV (46%), and brand or retailer websites (43%).
Amazon viewers care more about the brand of gas station than the average driver when making their decision:
Some 66% of Amazon Prime Video users, 72% of Twitch users, and 77% of Amazon Music listeners say the brand of a gas station is at least somewhat important to their purchasing decision. That’s compared with 60% for all drivers.
Merging ads and apps builds an effective on-ramp. Almost 4 in 10 consumers (39%) are likely or very likely to download a fuel brand's app after seeing or hearing an ad for a gas station, according to the study. The Amazon canvas offers fuel brands access to audiences already primed for brand messaging—and more willing to act on it.
But consumer priorities are expanding beyond these basics.
Cleanliness
Speed of payment
Quality of store
Even casual fans may rewatch, revisit online clips, watch sequels, and listen to soundtracks. Brands could also consider partnering with a toy company to build campaigns that span every channel where families shop and play. When the movie launches, your products are ready to purchase. The film drives toy sales. The toys extend the movie experience. Each reinforces the other, creating momentum that lasts long after the credits roll. While licensed toys were 32% of the total toy market in the first half of 2024, per Circana, that’s still 70% unlicensed, showing big opportunity for "newer" toy brands.
Movies move people—and wallets. By weaving your brand into those meaningful moments before, during, and long after the credits roll, you’re tapping into a multibillion‑dollar engine powered by nostalgia, family bonds, and fandom that spans decades. Treat every touchpoint—trailers, toys, playlists, re‑releases—as a chance to deepen that emotional connection, and you’ll convert casual viewers into lifelong brand advocates.
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Movies offer a unique opportunity to make emotional connections across generations and throughout the fandom journey.
Build-up:
Spark demand during pre-release anticipation
This phase is about discovery and anticipation, which can extend to ads. Tactics like sponsored sneak previews, behind-the-scenes content, and curated watch guides build buzz ahead of a family movie night. Pre-roll ads and trailers catch excited viewers while families are in their seats paying attention.
Keep campaigns tailored to the specific movie or watch experience. Family-friendly movies are great to reach parents and children, while franchise action films may cater to older audiences but be shared nostalgically with children as they mature. Brands can engage with the build-up with Amazon Ads by leaning into Prime Video Ads to help increase reach and drive awareness.
Movie time is sacred, so advertisers must be thoughtful about interruptions. Brands can connect with Amazon Music playlists curated by directors or actors that they associate with the movie.
Then, consider tactics like amplifying fan voices or user-generated content from family-focused creators, appearing on internet deep dives and forums related to release to connect with parents searching for more movie info.
Release and early hype:
Connect with enthusiastic viewers
In the weeks, months, and early years after release, community engagement and merchandise surrounding are key. Engaged fans may pursue cosplay, content creation, and collection to express their love for the film, areas for advertisers to show up with sponsored merch or events. This is a great time for parents to share their passion, so make sure your activations include content accessible across generations.
Later ripples /ongoing effect:
Stay in touch with the fan community
Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads helps advertisers reach an average monthly ad-supported audience of more than 300 million in the U.S. across Amazon's owned and operated properties and third-party publishers.
This immersive experience was produced for Amazon Ads by EMARKETER Studio, an in-house creative studio within research company EMARKETER. EMARKETER is the leading provider of research, data, and insights for marketing, advertising, and commerce professionals. Our data-driven forecasts and rigorous analysis empower revenue-driving teams to make strategic decisions with confidence. Through expert context from our analysts, carefully vetted data sources, and a proprietary research methodology, EMARKETER delivers forecasts, reports, and benchmarks that help companies anticipate tomorrow’s market trends today. EMARKETER is a division of Axel Springer S.E.
Priming the pump: Fuel brands bet
on loyalty
The challenge: making these programs valuable enough to change driver behavior.
Speed of gas pumps
75% of consumers consider cleanliness as a somewhat/very important driver in their decision-making process about where to fill up, per the study.
70% cited the speed of payment as somewhat/very important to their decision.
Over half of respondents (69%) said the quality of a gas station store was somewhat/ very important.
66% valued the speed of a gas station's pumps as somewhat/ very important.
Staff friendliness
60% of consumers said cordial employees were somewhat/very important to them.
This shift toward experience-based factors creates fuel for growth that extends beyond the traditional considerations of price-at-the-pump and store location. Brands can now build lasting customer relationships with messaging that highlights in-store excellence and loyalty programs that give consumers what they want.
As consumer expectations broaden, loyalty programs are finding traction. Some 59% of consumers consider loyalty programs to be "somewhat" or “very important" to making a fueling decision, according to the study.
And 58% of respondents said they currently use a gas station loyalty program, per the survey.
The more frequently a driver fills up, the more important loyalty programs are: 68% of drivers who fill up daily or several times a week said loyalty programs are at least somewhat important to their purchase decision, compared with 59% of all consumers.
But current programs are hitting speed bumps. While users say they join for discounts on gas (37%), discounts on other items (21%), or to receive points for purchase (29%), many potential customers haven’t signed up.
The holdouts cite specific concerns: 53% have privacy concerns about data sharing; 44% believe rewards aren’t valuable enough; and 44% say it takes too long to earn rewards.
For those willing to join, the appeal is clear: cents-off per gallon (60%), cash-back on gas (52%), and in-store discounts (32%) would drive adoption.
With cost-savings being a key driver for loyalty program signups, brand marketers should ensure that customers know these benefits exist.
Price and convenience continue to be the most important factors for consumers when choosing where to fuel, so ensure messaging about competitive pricing and proximity remains front and center.
But layer in loyalty benefits as the value-add that differentiates your station from price-and-location competitors.
Keep price and convenience in the driver’s seat
Focus on streaming TV and in-store signage where consumer trust is highest. Amazon's canvas—which includes Prime Video, Twitch, and Amazon Music—offers particular advantages given viewers' higher brand consideration rates and openness to loyalty messaging.
Strategize the use and measurement of ad channels
Findings from Amazon Ads and GWI reveal strategic ways for fuel brand and gas station marketers to leverage loyalty programs and messaging to boost customer retention and draw in drivers.
Consumers are driven by immediate financial rewards. Loyalty programs should emphasize tangible benefits like cents-off per gallon and cash-back offers, with in-store discounts as an added incentive.
Address the "too slow to earn rewards" barrier by making program experience seamless. Display loyalty offers on in-store screens and ensure redemption is straightforward and immediate.
Use ads to direct consumers to app downloads or digital wallet integrations, allowing them to sign up for loyalty programs instantly and seamlessly, even at the pump.
Keep privacy top of mind: 25% of consumers said privacy concerns, like having to supply too many personal details to sign up, as a top barrier to signing up for a loyalty program.
Don't let loyalty programs run on empty
Instead of only tracking foot traffic or website visits, marketers can use Amazon Ads to focus on metrics that show the effectiveness of loyalty programs, such as sign-ups, repeat fills, and increased spend. These metrics will provide a clearer picture of the ROI on loyalty initiatives and help refine future strategies. Amazon Ads also has the capability to measures the impact of a brand's campaigns across the Amazon store and beyond with their omnichannel reporting.
Measure what matters with Amazon Ads
The fuel industry sits at an inflection point. While price and location remain non-negotiable, consumer expectations have expanded to include experience factors like cleanliness, payment speed, and meaningful rewards. Brands that recognize this shift—and invest in loyalty programs backed by trusted advertising channels—stand to capture not just market share, but lasting customer relationships. The pump may be where transactions happen, but loyalty is where the real competitive advantage lies.
Design
Miri Kramer - Creative Director, Content Studio, EMARKETER
Anthony Wuillaume - Art Director, Content Studio, EMARKETER
*Source: Amazon Ads custom research with GWI. Fielded July 2025. Data reflects drivers of gas vehicles in the US. N=800.
As consumer expectations broaden, loyalty programs are finding traction. Some 59% of consumers consider loyalty programs to be "somewhat" or “very important" to making a fueling decision, according to the study.
The more frequently a driver fills up, the more important loyalty programs are: 68% of drivers who fill up daily or several times a week said loyalty programs are at least somewhat important to their purchase decision, compared with 59% of all consumers.
And 58% of respondents said they currently use a gas station loyalty program, per the survey.
But current programs are hitting speed bumps. While users say they join for discounts on gas (37%), discounts on other items (21%), or to receive points for purchase (29%), many potential customers haven’t signed up.
The holdouts cite specific concerns: 53% have privacy concerns about data sharing; 44% believe rewards aren’t valuable enough; and 44% say it takes too long to earn rewards.
For those willing to join, the appeal is clear: cents-off per gallon (60%), cash-back on gas (52%), and in-store discounts (32%) would drive adoption.
With cost-savings being a key driver for loyalty program signups, brand marketers should ensure that customers know these benefits exist.
Current adoption suggests that the loyalty opportunity is large, as some 42% of drivers do not use a fuel brand loyalty program.
Marketing can help brands go the extra mile:
23% of consumers have considered making a fuel station purchase after seeing an ad, while 55% have taken an action after seeing a gas station ad, including researching the brand, visiting the website, downloading the app, or signing up to a loyalty program.
Platform choice matters for trust.
Streaming TV ads are some of the most trustworthy, with 49% of consumers reporting they trust this form of gas station advertising "somewhat" or "very" much, according to the study.
In-store ads and signage come in a close second at 49%, followed by traditional TV (46%), and brand or retailer websites (43%).
Amazon viewers care more about the brand of gas station than the average driver when making their decision:
Some 66% of Amazon Prime Video users, 72% of Twitch users, and 77% of Amazon Music listeners say the brand of a gas station is at least somewhat important to their purchasing decision. That’s compared with 60% for all drivers.
Merging ads and apps builds an effective on-ramp. Almost 4 in 10 consumers (39%) are likely or very likely to download a fuel brand's app after seeing or hearing an ad for a gas station, according to the study. The Amazon canvas offers fuel brands access to audiences already primed for brand messaging—and more willing to act on it.
Price and location still drive fuel purchase decisions. Cost-conscious consumers won't travel far for deals and proximity matters.
Nearly 9 in 10 consumers (87%) consider location and/or convenience "somewhat" or “very important” when choosing where to purchase their gas, according to the study.
84% of consumers said price was somewhat/very important in their decision.
