Strong brand awareness tracks with higher “growth efficiency” on Amazon

Stephen Whiteside

Brands often see Amazon’s e-commerce platform as a channel where performance marketing is the best approach, but a study indicates this assumption is inaccurate.

Marketers wanting to scale up on Amazon’s e-commerce site often rely on performance strategies, but a new study has found that higher awareness – a key indicator of brand equity – is correlated with stronger growth rates on the platform.

This research was unveiled by 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, at the 2023 Cannes Lions International Festival of Creativity.

More specifically:

  • Their study assessed 103 brands available on Amazon’s site.
  • Monthly sales of the featured brands on Amazon ranged from...

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