Introduction:

After years of rapid e-commerce expansion, many brands have hit a plateau on Amazon. But stalled growth isn’t the end—it’s an opportunity to rethink your approach.

In this insightful session, Ashleigh Shapiro, Senior Director of Growth at Code3, uses a recent client case study to break down how brands can shift from demand capture to demand generation and build a full-funnel media strategy that drives sustainable success.

What You’ll Learn:

  • How shifting e-commerce trends have reshaped Amazon growth potential
  • Code3’s full diagnostic approach to uncover performance roadblocks and optimize media mix
  • How to break down silos between Amazon, digital, and branding teams for a more cohesive strategy
  • The impact of new ad products like Twitch, and Amazon Persona audiences
  • How brands saw a 108% increase in branded search rates and improved conversion through a holistic media approach
  • Actionable recommendations for securing C-suite buy-in and ensuring budget allocations align with long-term growth

The Video


Download the Slides Here

Session Timelines

🚀 Introduction and Context (00:00 – 01:21)

  • Ashleigh Shapiro, Senior Director of Growth, introduces the session
  • Topic: Keys to unboxing revitalized growth
  • Focus on addressing stalled growth, a common issue for many brands

📊 Growth Trends and Challenges (01:21 – 03:13)

  • 2018-2019: Increased buy-in for Amazon advertising
  • 2020: Pandemic-driven e-commerce boom
  • 2021: Continued scale and performance improvement
  • 2022: Growth decline and demand tapering
  • Identified controllable and uncontrollable factors affecting performance

🔍 Diagnostic Approach (03:13 – 06:24)

  • Code3’s ‘full body diagnostic’ approach
  • Evaluation of media mix, creative, and tactic alignment
  • Importance of consistent brand perception across channels
  • Use of tools like AMC, audience overlap reports, and path to conversion reports
  • Discovery: Over-reliance on demand capture, need for demand generation

🛠️ Strategy Implementation (06:24 – 10:48)

  • Addressing silos between Amazon, digital, and branding teams
  • Shift to a more robust, well-rounded media mix on Amazon
  • Leveraging new products: Twitch guaranteed campaigns, Amazon Persona audiences, STV and OLV on Amazon DSP
  • Focus on increasing reach and improving conversion rates

📈 Measurement and Results (10:48 – 13:28)

  • Key metrics: Incremental reach and increase in branded search rate
  • Achieved 108% increase in branded search rate
  • Demonstrated value of full-funnel healthy media mix
  • Improved conversion rates through combined ad tactics (DSP, sponsored ads, etc.)

🎯 Key Takeaways and Recommendations (13:28 – 14:54)

  • Evaluate budget allocation and ensure full-funnel approach
  • Fully leverage available tools and insights
  • Balance ROAS focus with scale potential
  • Create narratives to gain C-suite support for more comprehensive budgets

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