PetIQ’s work with Amazon Ads leads to 52% increase in offline sales

Goals

In the competitive pet care category, PetIQ embarked on an ambitious journey that began over seven years ago with a modest investment in sponsored ads. What started as a focused advertising effort has transformed into a comprehensive marketing strategy that has elevated PetIQ to become one of Amazon Ads top 50 advertisers.¹ The brand recognized the need to establish a strong digital presence while driving omnichannel impact across major retailers. Their vision extended beyond mere product promotion; they aimed to revolutionize how pet owners discover and engage with pet health solutions across multiple touchpoints.

The challenge was clear: how could PetIQ, as a challenger brand in the pet care space, create a compelling presence that would resonate with consumers both on Amazon and across other major retail channels? The brand needed a sophisticated approach that would not only drive immediate sales but also build lasting brand awareness and consumer trust.

Approach

PetIQ's approach to success was methodical and comprehensive, working in close collaboration with Amazon Ads to execute their vision. The brand developed a sophisticated full-funnel strategy that leveraged multiple Amazon Ads solutions, including Prime Video ads, Streaming TV ads, Twitch, and U.S. Spanish ads. This diversified approach was carefully crafted to ensure maximum reach and engagement across different consumer touchpoints.

The launch of their new brand Nextstar in 2024 showcased the culmination of their strategic evolution. The campaign deployed a similar full-funnel campaign to drive impact across major retailers including Walmart, Target, and Costco. Working with Amazon Ads, they implemented sophisticated weather-triggered campaigns during peak flea and tick season, partnering with The Weather Channel to maximize relevance and timing.

The brand also leveraged Amazon Marketing Cloud to gain deeper insights into customer journeys, which revealed that online video played a crucial role in the path to purchase. This insight led to the implementation of interactive video ads and audio interactivity, creating a multi-touch attribution model that proved highly effective.

Results

The results showed that consumers exposed to three or more different ad types demonstrated a 5.3x higher purchase rate compared to those exposed to just one ad type. Perhaps more impressively, 52% of PetIQ sales driven by Amazon Ads occurred offline, with brand solutions driving even higher offline sales at 70%.

The campaign's impact extended beyond direct sales, showing significant gains in brand awareness and consumer engagement. Kantar studies revealed a 15% increase in aided brand awareness and an 11% increase in purchase intent for audio advertisements.⁴ Additionally, InMarket studies demonstrated a 26% incremental lift in foot traffic to retailer locations.⁵

Looking ahead, PetIQ continues to push boundaries with innovative initiatives. The brand is preparing to launch a Brand Innovation Lab campaign and is conducting Amazon DSP testing to further optimize their advertising strategy. They're also planning a Prime Video sponsorship alongside the upcoming film Merv for their Minties product line, demonstrating their commitment to staying at the forefront of digital advertising innovation.

The success story of PetIQ serves as an example for emerging brands aiming to become category leaders. By embracing a comprehensive digital strategy, leveraging sophisticated measurement tools, and maintaining a commitment to innovation, PetIQ has transformed from an ambitious challenger brand into a leading force in the pet care industry.

Sources

^1–3 Amazon internal, US, 2025.

⁴ Kantar, US, 2025.

⁵ InMarket, US, 2025.