Brand Growth Through Amazon Advertising: Ethan’s
Challenge
Ethan’s boasts a wide-ranging catalog of functional shot beverages, but when they introduced an organic energy shot in 2021 they knew they had a winning product.
But a better-for-you energy shot is by nature competing against the likes of 5 Hour Energy, Bang Energy, Monster, and any other brand that sells caffeinated beverages. These are brands with massive budgets that are well-established in their corners of Amazon.
Solution
Riverboat has utilized campaigns that cover all corners of Amazon’s interface, bidding on keywords, ASINs, and audiences that will help drive conversion and seek out the new-to-brand customers who don’t want artificial energy products.
Delicately balancing a budget against the pressures to compete with big-spending category giants, we now manage a DSP spend to help keep Ethan’s catalog in consumers’ minds even off-platform.
Results
After less than a year in the energy shot category, Ethan’s now sees the majority of their Amazon revenue from these competitive better-for-you energy shots, having searched out and secured such a loyal following that organic sales regularly account for 80% of their energy shot revenue.