Driving Sales for Coach’s New Product with a Full-Funnel Amazon Strategy

Coach was launching a new product within its legacy watch line on Amazon. Introducing a product in Amazon’s competitive marketplace requires a strategy that builds awareness, drives consideration, and generates sales while maximizing ROI. Recognizing these challenges, Coach partnered with WITHIN’s Retail Media experts to develop a tailored Amazon strategy

WITHIN developed a full-funnel strategy leveraging Amazon’s advanced advertising tools. The campaign began with automated Sponsored Brand campaigns, including Sponsored Brand Videos, to showcase the new product and raise awareness of the entire watch line. To nurture consideration, mid-funnel automated campaigns were implemented to keep the product visible to engaged shoppers.

Finally, Sponsored Product Ads were used to convert high-intent users and drive purchases. Additionally, Amazon DSP remarketing campaigns targeted users who had purchased or viewed Coach products in the past 90 days. This integrated strategy created a seamless customer journey while significantly boosting visibility for the entire watch line.

WITHIN’s Amazon strategy exceeded expectations. The top-selling SKU surpassed sales forecasts, driving substantial revenue growth and boosting the entire watch line’s performance. The campaign achieved a higher return on ad spend (ROAS) than the account average within the first month. Sponsored Brand Ads were crucial, driving 75% of new-to-brand orders and outperforming other Coach Sponsored Brand Ads by 25%. These combined efforts maximized campaign efficiency, strengthened brand value, and attracted new customers to Coach’s watch line.