Intentwise helps Lavazza achieve 10x higher purchase rates using Amazon Marketing Cloud

Goals

Founded in 1895, Lavazza has established itself as a distinguished multinational manufacturer of premium Italian coffee products. In 2015, the brand embarked on a digital transformation by launching on Amazon to connect with new generations of coffee enthusiasts. As they continued to evolve their digital presence, Lavazza faced a significant challenge in optimizing their media investments, particularly in reaching new-to-brand consumers.

The campaign, which ran from January to March 2025 in Canada, aimed to address a critical business challenge: the limited visibility into cross-channel shopping signals and difficulty in understanding the journey from awareness to conversion. Without proper insights, Lavazza struggled to measure the effectiveness of their high-funnel campaigns and their impact on specific audiences, ultimately hindering their ability to reach relevant shoppers and uncover missed opportunities in mid-funnel consideration and new-to-brand acquisition.

Approach

In collaboration with Intentwise, Lavazza developed a comprehensive full-funnel strategy leveraging the power of Amazon Marketing Cloud (AMC) to strengthen consideration and conversion. The approach was multi-faceted and sophisticated, focusing on engaging high-intent audiences through various touchpoints.

The strategy centered on creating tailored audience groups, including consumers who purchased but hadn't opted for Subscribe & Save, those who added products to cart but didn't complete purchases, and individuals exposed to ads without converting. To maintain efficiency, the team strategically focused their advertising on the most relevant audiences.

The campaign utilized a robust mix of Amazon Ads solutions, including Sponsored Brands, Sponsored Products, Sponsored Display, and Amazon DSP. A key insight from AMC's Path to Conversion revealed that many consumers were being influenced by Amazon DSP but converting through Sponsored Products. This discovery led to the creation of specialized remarketing audiences to bring these consumers back into the purchase funnel.

In the first quarter, particular attention was paid to the Nespresso Compatible Capsules (NCC) category, with tailored audience structures and strategic bid adjustments. The team integrated AMC audiences into Search campaigns for bid boosting, ensuring maintained visibility among high-intent consumers.

Results

The campaign's results demonstrated the power of insights-driven decision-making and strategic audience engagement. During Q1 2025, campaigns informed by AMC insights achieved remarkable results, delivering a 7x higher detail page views rate (0.49%) and a 10x higher Purchase Rate (0.10%) compared to campaigns without AMC audiences.¹

The impact was particularly notable in sponsored ads performance, where campaigns utilizing AMC audiences through bid boosting achieved a 14% higher conversion rate and increased their share of new-to-brand orders by 6%.² These results underscore the effectiveness of the integrated approach and the value of leveraging advanced insights for campaign optimization.

As Raghu Kashyap, Founder and CTO of Intentwise, noted, "With Lavazza, we used Amazon Marketing Cloud to unlock a true full-funnel strategy. By connecting upper-funnel awareness with lower-funnel conversions, we turned insights into action and helped the brand grow more efficiently across the board."

The campaign's success demonstrates the power of combining strategic insight with advanced advertising solutions. By leveraging AMC's capabilities to bridge the gap between upper and lower funnel activities, Lavazza not only achieved impressive performance metrics but also gained valuable insights into shopping signals that will inform future campaigns. This case study serves as a testament to how brands can effectively utilize Amazon Ads suite of solutions to drive meaningful business results while creating more relevant and engaging experiences for consumers.

Sources

^1-2 Lavazza, U.S., 2025.