Comfort’s branded Amazon Fresh bags boost visibility

Comfort leveraged a full-funnel campaign and supported it with the unique capabilities of Amazon Fresh, Amazon’s digitally enabled grocery delivery service. Amazon Fresh provided an innovative method for Comfort to reach their highly engaged and premium customer base, comprising Prime members known for their early-adoption tendencies and frequent repeat purchases.

The campaign redesigned Amazon Fresh delivery bags into vibrant mobile advertisements for Comfort. Each design was crafted to captivate attention and effectively convey the brand’s message, ensuring that every delivery made a strong and memorable impression on customers. Additionally, these bags included QR codes and coupon codes, encouraging a seamless digital journey that extended the interaction with the brand beyond the initial physical touchpoint.

By scanning the QR code, customers were led to the brand’s online Brand Store on Amazon, where they could browse through a curated selection of products, including limited-edition offerings alongside the complete range. This approach not only enhanced the initial physical touchpoint, but also fostered continued engagement with the brand.

A key aspect of this campaign was to quickly scale the limited-time launch of Comfort’s Ramadan fragrance, exclusively available during that month. It is crucial for launches that introduce new limited-edition products within a specific time frame, especially during events like Ramadan, to rapidly spread the word to help maximise sales during that period. Unlike regular launches, which can afford a more gradual approach, limited-time launches can be challenging to scale. These challenges stem from the short window available to generate customer interest, the need to quickly adapt marketing strategies, and the logistical complexities of distributing a new product swiftly enough to meet the condensed time line. To help ensure the success of Comfort’s limited-time launch, the brand collaborated with Amazon Ads to execute a comprehensive full-funnel campaign.

The full-funnel campaign in the Amazon store included high-impact placements like hero banners on the homepage and a combination of Amazon’s demand-side platform (DSP) strategies and sponsored ads. The strategic use of varied ad formats ensured that Comfort remained highly visible to potential customers throughout their digital shopping experience and made sure lots of potential customers saw the new fragrance, making the most of the short time during Ramadan.

In the key markets of Saudi Arabia and the United Arab Emirates, Comfort’s campaign secured the No. 1 new-release spot in Amazon’s health category during Ramadan in 2024.¹ The brand saw a 19% rise in units sold, with a 65% increase in purchase rate compared to previous campaigns.²

The campaign also boosted Comfort’s visibility with a 29% increase in detail page views and a 125% increase in branded searches compared to previous campaigns.³ Additionally, Comfort saw an increase in new-to-brand customers by 21% in the United Arab Emirates (+7% vs previous year) and 27% in Saudi Arabia (+5% vs. previous year).⁴

Finally, customers who scanned the QR codes on the Amazon Fresh–branded bags saw a 45% lesser bounce rate than those coming directly through online channels.⁵ Furthermore, the brand observed that customers spent 20% more dwell time on the Amazon website compared to those who engaged through online-only channels. ⁶ This extended engagement demonstrates the effectiveness of Amazon Fresh campaigns in enhancing customer interaction and extending their shopping experience.