Retail 360°: the game-changing method on Amazon
Managing a brand on Amazon is no longer just about publishing an attractive product page or launching a sponsored campaign. In an increasingly competitive environment, performance depends on a coordinated activation of all available levers. That’s the essence of a 360° Retail strategy.
And to illustrate the impact of this approach, there’s no better example than STRONG, a tech brand that turned a market opportunity into lasting Amazon success.
Why a global strategy is now essential on Amazon
Amazon is no longer just a marketplace, it’s a complete ecosystem where every lever (content, operations, logistics, media) can play a decisive role in a brand’s performance. In the face of structured competition, the brands that win are those activating all of Amazon’s tools in a cohesive way.
The 360° Retail strategy is based on a simple principle: think holistically. It’s no longer about adding one-off actions, but about connecting them and continuously optimizing.
The goal: maximize every consumer touchpoint, from search to product page, from content to conversion, from acquisition to loyalty.
STRONG is the perfect example. In 2024, the announced end of Google’s Chromecast created a gap in the market for affordable streaming devices. Already present on Amazon with a range of 4K Android TV Boxes, the brand saw an opportunity: accelerate and gain market share. To succeed, they activated the full Amazon ecosystem.
The 3 Pillars of a 360° Retail Approach
Retail Operations: Managing distribution and ensuring product availability
An effective Amazon strategy starts with a solid foundation: managing the business model and inventory.
STRONG adopted a Vendor Central / Seller Central hybrid model, enabling both high visibility via Amazon (Vendor) and agility in dealing with third-party sellers (Seller).
This dual approach allows them to:
Effectively fight for the Buy Box
React quickly to market price fluctuations
Maintain high stock levels to avoid stockouts
The result: consistent product availability, which not only drives conversion but also keeps them competitive against other sellers on Amazon.
Content: Creating assets designed to convert
Content is often seen as a creative asset, but it's primarily a powerful conversion driver. STRONG understood this and invested in a complete overhaul of its Brand Store, including impactful visuals, immersive videos, and A+ pages designed to reassure, engage, and convert.
Each format plays a specific role:
The main image grabs attention and clearly presents the product
Secondary images highlight use cases, benefits, and differentiators
A+ pages build trust and reinforce the brand narrative
The Brand Store embodies the brand universe and facilitates navigation
Videos immerse users in real, emotional product usage
This user-centric approach increases time spent on page, reduces purchase hesitation, and helps the brand stand out in a sea of standardized content.
Retail Media: Building a full-funnel advertising strategy
With a solid foundation in place, media activation strengthens the overall strategy. For STRONG, a full-funnel strategy was implemented by combining:
Sponsored Brands to build brand awareness
Sponsored Brands Video to capture attention
Sponsored Products to show up on key search terms
Sponsored Display & DSP to target and retarget the right audiences
This approach covers every step of the buyer journey: awareness, consideration, conversion, loyalty.
Again, the strength lies in cross-lever alignment: campaigns are synced with inventory, content, and business priorities.
Measure, Optimize, Repeat: Data at the core of the strategy
A 360° Retail strategy isn’t just about activating multiple levers—it’s about managing them intelligently through data analysis.
At STRONG, organic metrics (traffic, engagement, rankings) are analyzed alongside media KPIs (ROAS, conversion rate, audience acquisition).
This combined view enables the brand to:
Identify high-potential products
Adjust advertising budgets accordingly
Optimize content based on actual performance
The iterative, data-driven strategy paid off:
profitability in Q1 2025 vs. the previous year
ROAS in Q1 2025
Amazon’s best sellers in their category
A Retail 360° strategy isn’t just about ticking all the boxes. It’s about orchestrating every Amazon lever in a consistent and evolving way. By structuring operations, crafting content that converts, and running targeted media campaigns, brands can not only boost their visibility, but, more importantly, support sustainable, profitable growth.
The example of STRONG proves this approach is more than just a theory, it’s a performance accelerator for ambitious brands on Amazon.
A strategy that was recognized with a “Cas d’OR Retail Media 360°” Award at the “Cas d'Or du Digital Retail – E-commerce Category”, highlighting the effectiveness of the strategy led by Bizon and STRONG.
Thinking of structuring your Amazon strategy? Our teams can help you activate the right levers at the right time. Let’s talk about how we can support your growth.
Senior Consultant International
