How Crocs used AI to change consumer behaviour and drive sales on Amazon

Explores how the footwear brand Crocs resurrected flatlining product sales and converted people searching for other brands into Crocs buyers, using machine learning to optimise the brand’s Amazon advertising.

Love them or loathe them, Crocs are big business in the footwear industry. The colourful resin-based clogs – and their more recent design variants – have been part of people’s wardrobes for 20 years, with more than 850 million pairs sold in 85 markets.

Pitching comfort as the key to human happiness, a state that can be achieved by donning a pair of their lightweight, soft and flexible shoes, Crocs works on partnerships and range extensions that support self-expression, hence the rainbow of colours. “We work hard to make you comfortable in your own shoes,” they promise.

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