As Amazon expands to be America’s largest seller of clothing, brands are channeling marketing spend away from traditional channels and onto the e-commerce site. Levi Strauss & Co is one such traditional enterprise that has funneled marketing spend onto the platform and seen success in both advertising and sales on Amazon, according to Gartner L2’s latest Amazon Intelligence report.
Levi Strauss & Co, the owner of Levi’s and Dockers, uses ads to drive traffic to its brand page on Amazon. This increases the page’s organic visibility in Google search results and refers more shoppers to a Levi’s-specific catalogue, instead of Amazon’s broader search results.
The enterprise realigned its marketing strategy to boost its share of Amazon advertising impressions from 3% in 2016 to 30% in 2017. Funneling dollars away from traditional sites like YouTube and Huffington Post allowed Levi’s Strauss & Co. to strategically direct ad referrals to its Levi’s Amazon store. This increase in web traffic boosted the organic visibility of the brand’s Amazon page in Google search results, driving shoppers to a brand page that contained exclusively Levi’s merchandise.
The enterprise was also cognizant of Amazon searches pertinent to its product offerings and backed display impressions with Headline Search and Sponsored Product investment. Levi’s owned 27% and 40% respectively of Headline Search and Sponsored Product impressions on terms relevant to jeans. This strategy required significant advertising investment, but paid off, according to L2’s report. The study finds that Levi’s and Dockers own the highest share of best selling assortment in the jeans and pants categories.