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Sales up 10-20% via Amazon buy now button

88%

lift in Best Seller
Ranking

62%

lift in Units Sold
on Target Product

+10-20% in
MoM sales

CONTEXT

The Amazon Buy Now button is a button that is added to your DTC website on products that are also on Amazon so that the consumer can check out via Amazon if they prefer. A VENDO brand partner in the oral care space wanted to apply the Amazon Buy Now button on their own DTC website to see how it would impact conversion.

Tactics

  • Implemented an Amazon Buy Now Button on best sellers.
  • Created a link via Amazon Attribution beta so the brand can get a 10% referral bonus from any attributable sales (part of Amazon’s Brand Referral Bonus Program), as well as track detail page views, add-to-carts, and the attributed units sold and revenue.

Conclusion

  • 20-30% increase in Amazon sales MoM from November to May. Minimal dip in DTC sales of 10% since the button was activated.
    • Net increase in overall sales of 10-20% MoM
  • Saw no decrease in conversion from their site when they added the buy now on Amazon button.
  • From 2000 in Best Seller Ranking, the product is now averaging 200-300 (~87.5% increase).
  • Best seller product went from avg 500 units/day to 800 units/day sold in the 5 months since we’ve started Amazon Buy Now Button (62% increase in units sold).
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