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...