Brands wanting to scale up on Amazon’s e-commerce site often rely on performance marketing, but a new study indicates that higher awareness scores are correlated with stronger growth rates on the platform.

James Hurman, founding partner of innovation studio Previously Unavailable and co-founder of brand tracking software provider Tracksuit, and Amin Mrini, the COO of WARC, presented the research at the 2023 Cannes Lions International Festival of Creativity.

The role of brand awareness

• The study featured over 100 brands sold on Amazon’s site, but with awareness scores ranging from just 1% to an impressive 93%.
• Overall, the research explained, there...