Dominating Amazon Hot Sale
Featured Services: Data Strategy, Paid SearchHow Henkel Redefined Seasonality to Drive Record-Breaking Sales
Amazon sales surge
average viewability rate
The Challenge
Henkel entered the Amazon Hot Sale season knowing that its traditional approach—focused solely on lower-funnel conversions—was no longer enough. The market had evolved, and so had consumer behavior. Year after year, their tactics efficiently targeted returning shoppers, yet this method left vast untapped potential on the table. If they wanted to break records, they needed to break free from old habits. It was time to expand beyond existing customers and turn Amazon’s Hot Sale into a game-changing moment of brand discovery and long-term growth.
Success hinged on understanding how shoppers behaved within the Amazon ecosystem in the weeks leading up to Hot Sale. Research showed that many consumers weren’t making snap decisions during the sale; they were researching, considering, and forming preferences well in advance. Winning this audience meant winning before the event even began. Henkel needed to shift its strategy from reactive to proactive, from capturing demand to creating it.
The Execution
By integrating Sponsored Display and Amazon DSP into a synergistic, data-driven approach, Henkel designed a plan that would do more than just compete—it would dominate the digital shelf. The first step was to expand their audience while reducing overlap. Instead of serving repetitive ads to the same consumers, the campaign analyzed and redefined audience segments, ensuring that high-intent shoppers were identified, engaged, and nurtured into customers. Every impression mattered, and optimizing how and where these audiences were reached became critical.
Strategic placement was another key pillar of success. Amazon is a battleground where visibility determines victory, and simply being present wasn’t enough. Henkel’s ads were placed in high-impact locations, ensuring they captured attention at the exact moment consumers were making their purchasing decisions. But it wasn’t just about placement; it was about precision. Real-time optimizations allowed Henkel to track performance metrics closely, fine-tuning their strategy to maximize efficiency and effectiveness as the campaign unfolded.
Amazon sales surged by 74% compared to the previous Hot Sale, making it the highest sales month ever recorded for the brand. The campaign also drove a 6% increase in new visitors to the Brand Store, proving that Henkel had successfully extended its reach beyond its loyal customer base. With an 80% average viewability rate—10 percentage points higher than Amazon’s benchmark—it was clear that Henkel’s precision-targeted placements were hitting the mark.
“We are pleased to work with such a professional and high-performing team in our operation in Mexico.”
- Ivetth Salcedo, LATAM Media and Digital Manager, Henkel Consumer Brands
