Unlocking Amazon growth for a premium spirits brand after years of channel neglect
7 January 2026
The Challenge
A premium spirits brand specialising in handcrafted gin partnered with us after recognising that Amazon had been historically under-prioritised as a sales channel. While the brand had strong direct-to-consumer and retail presence, Amazon had received limited strategic focus and was treated primarily as a secondary distribution platform.
Customer research revealed that shoppers were already searching for and purchasing the brand on Amazon, particularly for gifting and last-minute purchases. The opportunity was not to create demand, but to properly support an existing one.
The goal was to turn Amazon into a reliable growth channel, improve visibility during high-intent moments, and introduce the brand to new customers discovering it for the first time.
Despite strong brand credentials, Amazon performance was constrained by several factors:
1. Underdeveloped Amazon Presence
Listings had not been built with Amazon search behaviour in mind. Content lacked clarity around gifting occasions, product differentiation and usage context, all critical factors in spirits purchases.
2. Missed High-Intent Demand
Customers were already buying gin on Amazon for convenience-led occasions such as gifts and last-minute purchases, but the brand was not consistently visible during these moments.
3. Limited Amazon-Specific Strategy
The channel had been managed tactically rather than strategically, with minimal optimisation, inconsistent advertising and no clear performance framework.
4. Strong Competition from Established Spirits Brands
The category was crowded with well-funded competitors who had invested heavily in reviews, visibility and seasonal activation.
Our Solution
We focused on aligning the brand’s strengths with how customers actually shop for spirits on Amazon.
1. Repositioning Amazon as a Discovery & Gifting Channel
Rather than replicating DTC messaging, we reframed Amazon’s role:
- Prioritised gifting, convenience and occasion-led messaging
- Highlighted craftsmanship, flavour profile and premium positioning
- Ensured content addressed first-time buyers unfamiliar with the brand
2. Listing Optimisation for Search & Conversion
We rebuilt core listings to support both indexing and trust:
- SEO-led titles and bullet points aligned with how customers search for gin
- Improved image sequencing to communicate premium cues and gifting appeal
- Clear differentiation between variants to reduce purchase hesitation
3. Focused Advertising Activation
Advertising was used to support visibility where intent was highest:
- Non-branded category terms tied to gifting and discovery
- ASIN and category targeting to intercept customers browsing similar spirits
- Controlled budgets to scale alongside performance rather than ahead of it
4. Seasonal & Demand-Led Execution
Activity was aligned to periods where Amazon naturally overperforms for spirits, allowing the brand to capture incremental demand rather than force growth artificially.
The Results
Over the following 12 months, Amazon evolved from an overlooked channel into a meaningful contributor to overall growth.
Sales increased materially year-on-year as visibility improved across high-intent search terms and gifting-led browsing behaviour. The brand began reaching new customers who had not previously encountered it through direct channels, expanding its audience without diluting positioning.
Improved listing clarity and premium presentation supported stronger conversion, particularly among first-time buyers using Amazon for convenience or gift purchases. As a result, advertising became more efficient over time, with performance improving as relevance and trust signals strengthened.
Most importantly, the brand gained confidence in Amazon as a strategic channel, not just a distribution outlet with a clear role alongside DTC and retail rather than in competition with them.
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