The WARC Digital Commerce Index Report on AMAZON.COM Q1-2022

Provides marketers with a closer look at how Amazon is evolving its business as well as the challenges and opportunities it offers brand marketers, along with some key takeaways to help marketers turn data and KPIs into actionable insights.
  • Amazon has recently broadened its focus and leaned into the upper marketing funnel – thereby creating a powerful opportunity for brand marketers to use Amazon for brand building as well as for sales.
  • The WARC dComm IndexTM offers a way for brands to assess performance within their category and compare with their peers, with each brand indexed by its category performance, 100 being the maximum score, for its performance in each of five dimensions: Selection, Price, Organic Search, Paid Search and Content.
  • Top brands in their category include Nespresso, Pampers, Pure Encapsulations, Barbie, Kind, Maybelline, Duracell, Blue Buffalo and...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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