Finalist Amazon Ads Partner Awards 2025
Full-funnel strategy for sustainable growth in the competitive mattress market
The Challenge
Breaking Through Growth Barriers
bett1 is one of Germany's best-known mattress brands – but even strong brands hit limits when performance channels are maxed out. Traditional sponsored ads allowed only limited scaling. Traditional CTV campaigns showed no measurable effects on rankings, demand or revenue.
Starting Point
A Competitive Environment Without Growth Perspective
bett1 was in a highly competitive market environment. The brand had previously invested primarily in traditional CTV campaigns, which had no direct connection to Amazon and therefore hardly any measurable effects on rankings, demand or revenue.
At the same time, competition intensified through aggressive bidding on generic and brand-adjacent keywords. Growth was hardly possible without strategic realignment.
AMC Path-to-Conversion analyses for budget allocation control. Marketing Stream for hourly bidding optimization. Continuous iterations of creatives and audiences.
Activation of all streaming formats in parallel: Prime Video, FireTV, Twitch Premium (FITO/HPTO) and OLV. Use of a consistent creative concept with high trust anchor, e.g., test results. Use of exclusively retail-connected video inventories for direct measurability.
DSP setup with Contextual Targeting, In-Market Audiences and Retargeting+. Sponsored Brands and SB Video to reinforce brand messaging.
Complete reorganization of Sponsored Ads into Branded, Generic and Competitor. Keyword, bidding and structure tests for maximum efficiency. Sponsored Display to defend relevant detail pages.
Our Solution
Integrated Full-Funnel Architecture
We developed an integrated full-funnel architecture that connected all Amazon video and performance products for the first time.
Starting Point
A Competitive Environment Without Growth Perspective
bett1 was in a highly competitive market environment. The brand had previously invested primarily in traditional CTV campaigns, which had no direct connection to Amazon and therefore hardly any measurable effects on rankings, demand or revenue.
At the same time, competition intensified through aggressive bidding on generic and brand-adjacent keywords. Growth was hardly possible without strategic realignment.
AMC Path-to-Conversion analyses for budget allocation control. Marketing Stream for hourly bidding optimization. Continuous iterations of creatives and audiences.
Activation of all streaming formats in parallel: Prime Video, FireTV, Twitch Premium (FITO/HPTO) and OLV. Use of a consistent creative concept with high trust anchor, e.g., test results. Use of exclusively retail-connected video inventories for direct measurability.
DSP setup with Contextual Targeting, In-Market Audiences and Retargeting+. Sponsored Brands and SB Video to reinforce brand messaging.
Complete reorganization of Sponsored Ads into Branded, Generic and Competitor. Keyword, bidding and structure tests for maximum efficiency. Sponsored Display to defend relevant detail pages.
The Results
Measurable Growth Across the Entire Funnel
Recognition
Top 3 of the Best Full-Funnel Cases in EMEA
The interplay of Streaming TV, DSP and Sponsored Ads was so positively evaluated by Amazon that bett1 was named one of the top 3 finalists of the Amazon Ads Partner Awards 2025 with this setup.
Clear proof: Only full-funnel advertising makes the full growth potential on Amazon visible – and measurable.
Ready for Your Full-Funnel Strategy?
Schedule a free initial consultation. We analyze your current advertising performance and develop a customized full-funnel strategy for sustainable growth.
Internationalization
ARKA - #1 Super Glue in All EU Countries
Content Excellence
Finnern - 64% YoY Growth Without Advertising
B2B to Amazon
Royal Unibrew - Successful Vendor Entry
Launch & Scaling