In the realm of e-commerce, where technology advances at a rapid pace, the electronics category stands out as one of the most competitive and dynamic. Among the giants of this industry, Amazon emerges as the preferred platform for the marketing of electronic products, leading in sales and providing brands with an unprecedented global showcase.
In recent years, the Electronics vertical has been one of the most prominent on Amazon. It is a category that constantly thrives on new products or accessories from the latest releases by major brands, making it one of the most visited and undoubtedly, one of the most important in terms of sales.
Therefore, it is undoubtedly a category with incredible competition. Regardless of what you sell (phone accessories, computers, televisions, tablets, screens…), both the most recognized market brands and the more economical ones are competing to win the buyer. With substantial advertising budgets and fierce price wars, brands are betting heavily on Amazon to achieve their sales objectives.
Considering what we just mentioned, standing out in the category is a difficult and challenging task. That’s why at Amazing, we are thrilled to share the results we achieved with an international brand competing in the mentioned category.
This international brand, specializing in high-tech televisions at affordable prices, set an ambitious goal: to increase sales on Amazon by 35% compared to the previous year through the strategic leverage of sports event sponsorship.
A Comprehensive Strategy with Effective Execution
Alongside the brand, Amazing embarked on a thorough analysis of the catalogue offered on Amazon, identifying not only star products but also those with excess stock and at risk of being returned. This identification of opportunities served as a starting point for a different strategy on Amazon.
In Sponsored Ads, Amazing implemented a triple strategy: Defense to protect brand searches, Attack to capture users from competitors, and a Generic Strategy to attract customers without loyalty to a specific brand. The diversification of advertising formats, including SBV and SD, proved to be highly effective, generating outstanding performance.
Additionally, we included star products with those in excess stock in Sponsored Brand campaigns. This approach not only increased brand awareness but also directed traffic directly to the specific tab of the Brand Store, with very good conversions.
DSP campaigns strategically focused on the brand’s top products and those promoted on other advertising channels, capitalizing on the previously generated notoriety. The smart distribution of traffic between the Brand Store and the specific product detail pages contributed to the holistic success of the strategy.
Brilliant Results
The results of this strategy speak for themselves. Sales soared by an impressive 47.4%, while the NTB (New-To-Brand) metric reached an impressive 63%. The Return on Advertising Spend (ROAS) increased by 37%, a figure well above the set target.
In this success case, the importance of prior analysis, the know-how of Amazon platforms to adapt them to the brand’s situation, and the correct definition and implementation of the strategy stand out.
