Nordic Naturals set an ambitious goal: grow Amazon revenue 10% year over year while expanding its presence across newer product categories, each with different audiences and conversion behaviors.
Growth alone wasn’t enough. The strategy also needed to increase brand awareness, bring more new-to-brand shoppers into the funnel and improve conversion; all while becoming more efficient as investment increased.
That meant looking beyond traditional Amazon performance metrics to understand how different media touchpoints were actually contributing to discovery, consideration and purchase.
Code3 and Gigi used Amazon Marketing Cloud (AMC) to dig into the customer journey and identify which media signals were actually driving new-to-brand acquisition.
One finding stood out: live sports was the top driver of new-to-brand acquisition.
That insight became the foundation for a broader full-funnel strategy. Through Amazon Publisher Cloud, the team aligned live sports inventory with actual Nordic Naturals customer viewing behavior and established a new programmatic guaranteed live sports activation.
But the strategy went beyond simply investing more in sports. AMC insights were translated directly into campaign decisions across frequency, attribution, audiences and Performance+ optimization.
Analysis showed that removing unnecessary audience overlays from live sports inventory lowered cost per branded search by 30%. AMC also revealed that longer attribution windows better reflected how shoppers were actually moving from exposure to product consideration, while frequency analysis helped identify the exposure level most likely to drive engagement.
The team then layered in Performance+ campaigns and AMC-powered custom audiences to reach and re-engage high-intent shoppers across the funnel.
The strategy didn’t just exceed Nordic Naturals’ original 10% revenue growth goal: it more than tripled it.
The work ultimately earned Gigi and Code3 the 2026 Amazon Ads Partner Award for Programmatic Optimization, recognizing a strategy that turned AMC insights into measurable growth across the funnel.
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