It’s likely that your “For You” page on Instagram or TikTok has recently been filled with clips from The Summer I Turned Pretty (TSITP), a hit Amazon Prime show based on the book series of the same name by Jenny Han. It features Belly (a nickname for Isabel), a girl caught in a love triangle between brothers Conrad and Jeremiah.
Reaction videos are ubiquitous on social media, and endless frame-by-frame breakdowns attempt to predict her next move. It has become almost impossible to avoid a clip, meme, or at least a heated ‘Team Conrad vs Team Jeremiah’ debate, even if you’ve never watched the show. The craze around the love triangle is reminiscent of the famous ‘Team Edward vs Team Jacob’ debate from the Twilight franchise — the 2008 film’s marketing team used this love triangle to increase fan involvement with their content.
The TSITP craze is more than just fan obsession, though. Amazon has expertly turned the show’s popularity into a marketing machine, proving that even the messiest teen romance can become a cultural phenomenon — and a merchandising goldmine. The final season of the show saw viewership jump by 40 per cent compared to previous seasons, demonstrating how engaged audiences have become with the series.
Amazon’s strategic marketing
Amazon’s approach to marketing TSITP goes well beyond traditional advertising. The company chose to increase the show’s earned influencer coverage — this is the publicity TSITP gets through word of mouth or social media coverage without actively paying influencers or celebrities for mentions. Musician Billy Joel, activist Malala Yousafzai, and singer Sabrina Carpenter are among those who have contributed to social media content surrounding the show.
Much to the dismay of some viewers, Amazon has chosen to release episodes weekly, rather than all at once, sustaining audience engagement over a much longer period. This strategy helped Amazon capitalize on social media chatter, with thousands of posts and reactions per episode keeping fans invested week to week.
Brand collaborations and merchandising
Amazon hasn’t been the only one cashing in on TSITP’s popularity — brands have lined up to ride the wave of Cousins Beach mania.
American Eagle, a US-based teen clothing retailer, launched a limited-edition collection inspired by the show, featuring breezy summer staples promoted across social media. Catbird, a Brooklyn-based jewelry brand, unveiled a romantic collection in direct reference to the show’s heartstopping moments, including the “Love Knot Gold Infinity Charm,” a nod to Conrad and Belly’s infinity necklace. Even candy brands like Sour Patch Kids and Swedish Fish got in on the fun with limited-edition packs representing Team Conrad and Team Jeremiah, giving fans a playful way to declare their allegiance.
These collaborations have allowed viewers to immerse themselves in the show’s aesthetic, creating a lifestyle ecosystem where fandom and commerce collide. According to the Hollywood Reporter, around 14 major brands have partnered with the show in some way, highlighting the massive commercial reach of TSITP.
Using Amazon’s X-Ray feature, viewers can also access information about products featured in episodes, allowing for the seamless integration of merchandise into the viewing experience. Apple AirTags and Coca-Cola bottles are directly woven into the storyline to expand outreach to younger audiences and blur the line between entertainment and advertising. This strategy not only reinforces brand visibility but also positions the show as a powerful marketing platform for companies seeking to tap into Gen Z consumer culture.
Why it works
What makes TSITP such a marketing triumph is how perfectly the show’s drama and fandom translate into engagement –– and ultimately, commerce.
The love triangle naturally sparks debate, encouraging fans to pick sides and share memes, theories, and commentary across social media. At the same time, brand collaborations feel organic, letting viewers express their fandom through fashion, jewelry, or even snacks.
These efforts contribute to Amazon’s projected $60 billion USD in retail media ad revenue this year, a marked increase from last year’s number of $56.2 billion. This shows how long-form content and social media marketing can generate enormous financial profit.
By combining addictive storytelling with social media buzz, immersive merchandise, and interactive tech, Amazon has created a self-sustaining ecosystem where engagement and commerce feed each other.
In the end, while fans debate endlessly over whether Belly belongs with Conrad or Jeremiah, the real winner is clear: Amazon’s marketing team. By turning every plot twist into shareable clips, every outfit into a shopping opportunity, and every episode into a week-long event, they’ve transformed a teen romance into a full-blown cultural and commercial phenomenon. The Summer I Turned Pretty proves that in today’s streaming world, even the messiest love triangle can be a masterclass in marketing.
