How a Targeted Prime Day Strategy Drove 63% New-to-Brand Sales Growth for an 8-Figure Coffee Brand

We adopted an audience-first approach, leveraging Retargeting, Cross-selling, Cart Abandoners, and Open Exchange orders to drive growth and deliver positive results. Drawing from our own experience from the previous two Prime Days, as well as insights from Amazon Marketing Cloud (AMC), we recognized that traffic on Amazon.com and other owned-and-operated (O&O) sites was extremely competitive, with higher CPMs making it challenging to compete with larger household brands like Starbucks.

To counter this, we targeted Open Exchange orders to expand reach, drive new-to-brand (NTB) orders, and engage existing customers browsing off Amazon during this high-traffic period. AMC data played a pivotal role in our analysis, driving more traffic to NTB audiences and informing our optimization strategy with real-time insights.

By focusing on Open Exchange orders, our team was able to increase order volume effectively, achieving a much more efficient CPM, which in turn led to a significant boost in net positive ROI. Another key aspect of our strategy was driving orders back to our storefront for in-market purchases, keeping customers within the brand ecosystem. This approach improved CTR and showcased our full catalog, offering a variety of flavors and product types (pods, instant, ground, whole bean).
The Open Exchange orders accounted for 5.3% of total impressions over the 30-day look-back window, with 1.72% of these impressions occurring during Prime Day. This allowed us to secure unique ad placements during the Prime Day shopping window.