Amazon’s digital platform edition of Moving Day, its latest advert, has achieved a flawless 5.9 Stars on System1’s Test Your Ad platform—marking the first time a digital advert has ever received the maximum score.

System1’s Star Rating, which predicts long-term brand growth, is based on measuring emotional responses to ads, with a score of 5.0 or higher considered “exceptional.”

In addition to its 5.9 Star Rating, Amazon’s digital advert earned a Spike Rating of 1.50 and a Fast Fluency rating of 82, both classified as “exceptional” for digital ads.

In the UK, the average Star Rating for a digital advert is 2.8 Stars, with only 1.5% reaching 4.0 Stars or above.

Additionally, digital ads typically achieve just 41% brand recognition, and only 1% demonstrate exceptional short-term sales potential.

Amazon’s 30-second television version of Moving Day also performed strongly in System1’s analysis, securing a “strong” Star Rating of 4.8, along with a Spike Rating of 1.30 and a Fluency Rating of 91.

The success of the 15-second digital version highlights the value of tailoring content for digital platforms while running it alongside a traditional TV counterpart, allowing each version to connect with different audience segments.

Andrew Tindall, SVP Partnerships, System1 said, “The best digital creative starts with a strong visual hook—something that stops the scroll and demands attention. But grabbing attention is just the start. Through our partnership with TikTok, we’ve broken down exactly which elements keep people engaged, proving that a right-brained, human-first approach is the most effective way for brands to cut through.

“In Amazon’s case, we’re first drawn in by melodic music and breathtaking coastal scenery, but it’s the simple, powerful story of a mother and son that keeps us watching. Amazon has long set the gold standard for storytelling on TV—now, they’re raising the bar in digital too.”