The Gartner L2 Amazon Winner's Circle report features five best-in-class case studies of brand strategies on Amazon. Rooted in a year's worth of Amazon research, the report focuses on tactical recommendations for brand marketers in regards to optimizing brand pages, subscribe & save enablement, AMS campaigns, and deploying effective native content for Alexa.
"Amazon is the world's most valuable retailer," explained Cooper Smith, Director of Amazon IQ Research at Gartner L2. "The platform is continuing to grow double-digit e-commerce revenues and brands who are eager to become top sellers must optimize their strategies accordingly or risk loss of sales to their competition."
Key findings from Gartner L2's report include:
Guiding Hand - In a crowded marketplace, brands need to be deliberate about driving shoppers to pages with high conversion rates. For example, Levi's funneled ad dollars away from YouTube to boost its share of advertising on Amazon from 3 percent to 30 percent since 2016, strategically directing ad referrals to its branded Amazon page — an exclusive catalogue featuring only Levi's product assortment.
Less is More - Savvy indie brands prioritize their Amazon marketing budgets by turning off Headline Search Ad campaigns for 15% of the year to consolidate spending during peak holiday shopping, increasing their chances of outbidding larger enterprise brands.
Content Over Commerce - Top-rated skills on Amazon's Alexa voice platform are managed by services like gaming, music and news, meaning that — for now — voice is a platform for media, not shopping.
"Amazon is creating endless new opportunities for brands to reach new consumers and distribute their products at scale," said Oweise Khazi, Associate Director of Amazon IQ research of Gartner L2. "Leading brands will be those who make the investment to understand and deploy the proper marketing tactics that deliver high ROIs and recognize the current opportunities and limitations for voice."
The report features case studies on brands including Aesthetica, Derma-Nu, Levi's, Seventh Generation and Quip.
Contact email@example.com to access a complete, media-only copy of Gartner L2's report.
About Gartner L2
Gartner L2 benchmarks the digital performance of over 2,200 brands across 12 sectors globally. The Gartner L2 Digital IQ Index is the global standard for measuring digital competence. We analyze 1,250 data points across Site & E-Commerce, Digital Marketing, Social Media, and Mobile to provide brands with actionable, data driven insights on their digital performance.
SOURCE Gartner L2