Reengineering the Amazon Funnel

Client: JDE

L’OR, JDE’s premium coffee brand, faced a critical growth challenge: while it dominated Amazon’s lower funnel, it was primarily converting existing demand rather than driving new customers. With over 80% of coffee sales still happening in physical retail, the brand also lacked visibility on whether Amazon investment influenced offline performance limiting its role to a short-term performance channel.

Our response was to reframe Amazon as a full-funnel growth engine, capable of both creating and capturing demand across online and offline environments. We built a connected ecosystem spanning awareness, consideration, and conversion leveraging Prime Video and Fire TV to drive discovery, Amazon DSP to nurture intent, and Sponsored Ads to capture purchase at the point of decision. Crucially, we partnered with Amazon and Circana to develop a robust measurement framework, combining Amazon Marketing Cloud insights with a UK-wide retail Media Lift study. This enabled us to map over 700 purchase journeys and, for the first time, prove Amazon’s incremental impact on in-store sales. The results were transformative. We delivered a +20% uplift in blended ROAS, achieved +2.2% offline sales growth (120% above benchmark), and increased new-to-brand acquisition to 26% (+30% vs target). Capsule sales grew by 300%, with L’OR securing #1 value share in category. By proving the link between upper-funnel investment and total business performance, we fundamentally changed how Amazon is valued within JDE, unlocking sustained, full-funnel growth.