Leveraging Amazon A+ Premium Content to Double Engagement & Differentiation

Challenge

The client’s category was facing a major challenge: a flood of imitation products at low prices from Non-branded competitors. This threatened brand’s position in the category and sales performance. Rivals were also aggressively copying the client’s image and identity, blurring the lines between genuine and counterfeit products. This trend threatened the brand’s market share and essence. A strategic ang long term response was needed to protect the brand’s position in the category and defensive strategies against influx of low priced non-branded alternatives.

Solution

After conducting analysis, it was determined that the client’s premium brand and product should refrain from adopting a pricing reduction strategy to defend their position and instead concentrate on differentiating themselves from their competitors. One of the many measures taken to enhance this differentiation was to utilize Amazon’s A+ premium content, which provided access to unique possibilities to communicate unique value proposition of client’s products and improve overall branded shopping experience.