Amazon Live and Alpro Barista Coffee Culture Club

Client: Danone, Alpro Barista

In May 2025, Alpro Barista and Amazon Live partnered to launch a retail media first for the grocery category in Europe. The Alpro Barista Coffee Culture Club campaign had two key objectives, to drive brand consideration and to deliver sales lift for Alpro Barista on Amazon. The results were sweeter than a coconut cappuccino, with a 16% increase in brand consideration, and a 6.5x increase in product sales compared to the same day in the previous week, on Amazon.co.uk. And the froth on top, 62% of Amazon Live livestream sales came from new to brand customers, trialling the Alpro Barista range for the first time on Amazon.co.uk.