Case study
How HEYDUDE increased ROAS and reached new customers with Amazon DSP and Buy with Prime
Key learnings
11.4x
11.4x ROAS on HEYDUDE.com
47%
47% of conversions were from new-to-brand customers
13.3%
13.3% lift in average order value (AOV)
3.9%
3.9% lift in purchase rate
HEYDUDE, the casual footwear brand known for comfort and style, has always prioritized making shopping easy for customers. For the past few years, growth and reaching new shoppers have been the focus for HEYDUDE as they looked to continue the rapid growth they saw when work-from-home lifestyles spurred demand for comfortable loungewear and shoes. As they looked to scale, they wanted to reach new shoppers, boost conversions, and increase return on ad spend (ROAS). By leveraging Buy with Prime and Amazon DSP, HEYDUDE unlocked new growth opportunities.
Enhancing the shopping experience with Buy with Prime
For HEYDUDE, Buy with Prime was a game changer. The program allowed them to offer Prime members fast, reliable shipping directly from HEYDUDE.com, all while tapping into Amazon’s trusted fulfillment network. Seeing its potential, HEYDUDE quickly made it a core part of their online retail strategy. HEYDUDE activated a few SKUs with Buy with Prime, and “right away we got a lot of sales, without any marketing and even before our first Amazon DSP campaign,” says Tommy Kowalski, HEYDUDE VP of Digital Commerce.
After conducting an A/B test with Buy with Prime, the brand observed a 3.9% lift in purchase rate.1 “The results were very meaningful, especially because HEYDUDE is a large brand, so even a small uplift can have a big impact,” says Walker, VP of Media at Momentum Commerce.
Reaching new shoppers with Amazon DSP
To build on this momentum, HEYDUDE partnered with their agency, Momentum Commerce, to leverage Amazon DSP. Amazon DSP offers a unique feature for Buy with Prime that uses ASIN-level shopping signals. This allows brands to reach Amazon shoppers interested in their products, or similar products and categories, with relevant ads featuring their Buy with Prime offerings. By tapping into Amazon shopping signals, they reached relevant audiences across the web, guiding them to their online retail site. Additionally, they leveraged existing campaigns to reach net-new shoppers with messaging that highlighted fast and free shipping. The results were impactful: HEYDUDE achieved an 11.4x ROAS on their website, while securing 47% of conversions from new-to-brand customers.2 The brand also saw a 13.3% lift in AOV for Buy with Prime orders. The AOV increase was especially valuable during peak shopping moments like Prime Day and the holiday season.
“We’re trying to use upper funnel media to get the brand and products with higher average selling prices in front of premium shoppers," says Ryan Walker, "since launching the campaign, AOV of Buy with Prime orders has been climbing. Outside of the total uplift in sales, being able to maintain a higher price point is a very big win given the quantity of shoe sales we’re driving.”
Keeping up with customer expectations
As consumer shopping behaviors shift, HEYDUDE continues to evolve—offering frictionless, fast, and flexible shopping experiences that build brand loyalty and long-term success. By leveraging both Buy with Prime and Amazon DSP, they’re not just driving immediate sales—they’re building a scalable growth strategy for the future. Reflecting on this strategy, Kowalski emphasizes, “Consumer expectations and their behavior change every day—how they shop, where they shop. We need to evolve or we’re going to get left behind.”
Sources
- 1–2 Amazon internal data, US, 2024.