ameo Mindgruve helps Gardena lift ad sales by +66% via open internet with Amazon DSP

Goals

Gardena, a leading garden tools brand in Germany, had built a strong advertising foundation on Amazon, with high-performing sponsored ads capturing lower-funnel demand and Amazon DSP already activated in-house to extend reach beyond high-intent search. While these components performed well individually, they had not yet been orchestrated into one connected, measurable full-funnel system.

The next stage of growth required moving from channel-level execution to journey-based orchestration. Open internet touchpoints were identified as a relevant performance driver for this evolution, helping Gardena extend reach, re-engage high-intent audiences beyond on-Amazon interactions, and strengthen the path to conversion. In the upper funnel, Gardena aimed to expand incremental reach among relevant new audiences. In the mid funnel, the brand needed to connect on-Amazon touchpoints with open internet touchpoints into one coherent customer journey. In the lower funnel, the opportunity was to extend remarketing beyond on-Amazon interactions and re-engage high-intent audiences across stages to scale ad sales.

Gardena partnered with ameo Mindgruve, an Amazon Ads advanced partner specializing in end-to-end Amazon strategy, to design and execute an integrated full-funnel approach that connected awareness, consideration, and conversion into one unified system.

Approach

ameo Mindgruve recognized that customer journeys in high-consideration categories like garden equipment are non-linear and often unfold across multiple sessions, screens, and touchpoints. Rather than treating each funnel stage as a separate workstream, the team implemented an integrated full-funnel strategy that orchestrated on-Amazon touchpoints with open internet touchpoints into one connected customer journey.

At the upper funnel, ameo Mindgruve used high-impact video and display formats to extend Gardena’s reach among relevant new audiences. Fire TV and Prime Video helped establish brand presence in premium streaming environments, while open internet video formats, including online video and Disney+, expanded visibility beyond Amazon. These touchpoints introduced Gardena to new audiences early in the decision journey and created a broader foundation for later engagement and conversion.

At the mid funnel, display and video formats reinforced brand and product messaging across the journey. Consideration-focused audiences were used to re-engage users who had interacted with upper-funnel touchpoints, while category-specific and product-related audience segments helped keep Gardena present as shoppers researched, compared, and moved closer to purchase.

At the lower funnel, ameo Mindgruve extended remarketing beyond on-Amazon interactions to reconnect with high-intent audiences across stages. Alongside specific remarketing audiences, including Amazon Marketing Cloud (AMC)-based audiences built from previous Amazon DSP touchpoints, Performance+ remarketing through Amazon DSP added an AI-driven layer for lower-funnel activation across on-Amazon and open internet inventory, helping Gardena reach shoppers with strong conversion signals beyond predefined audience segments.

The strategic role of open internet touchpoints was twofold: they helped initiate journeys by extending incremental reach beyond pay-per-click (PPC)-only paths, and they also contributed as closing touchpoints when users were re-engaged before conversion. This made them a relevant performance driver within the broader full-funnel system rather than an isolated media layer.

The audience strategy combined Amazon in-market and lifestyle audiences, product-specific shopper audiences, first-party integrations through Acxiom, AMC custom audiences such as high-intent shoppers, detail page viewers and search audiences, as well as remarketing audiences based on previous Amazon DSP touchpoints.

AMC was the critical measurement layer that enabled the shift from channel-based optimization to journey-based optimization. By making the contribution of open internet touchpoints visible within the broader path to conversion, AMC helped uncover which touchpoint combinations drove incremental reach, engagement, and ad sales, allowing budget allocation, audience prioritization, and messaging to evolve based on actual customer behavior.

Results

The AMC analysis revealed clear evidence that the orchestrated full-funnel approach delivered measurable value across the customer journey by connecting on-Amazon touchpoints with open internet touchpoints into one unified system.

When open internet touchpoints initiated the journey, Gardena achieved a +22% higher new-to-brand share and roughly +19% higher average order value compared with PPC-only journeys. This demonstrated that open internet reach did not only expand visibility but also helped introduce more valuable new customers to the brand on Amazon.¹

Orchestrated on-Amazon and open internet journeys also drove +200% more click-throughs than PPC-only journeys, representing 75% of all click-throughs across the full analysis period.² In addition, open internet DSP as a journey entry point contributed to a +42% increase in reach compared with PPC-only paths, confirming the role of open internet touchpoints in expanding Gardena’s addressable audience.³

The strongest revenue effect appeared when open internet touchpoints closed the path to conversion. These journeys generated +66% additional ad sales compared with PPC-only paths, proving the value of extending remarketing beyond on-Amazon interactions and re-engaging high-intent audiences across the broader full-funnel journey.⁴

Together, these results validated the shift from channel-based execution to journey-based orchestration. By measuring the contribution of open internet touchpoints through AMC, ameo Mindgruve and Gardena were able to understand which touchpoint sequences contributed to acquisition, engagement, and conversion—and how open internet touchpoints helped drive incremental performance beyond PPC-only journeys.

Sources

^1-4 Gardena, Germany, 2025.