TRIP grows Amazon revenue 134% with a full-funnel Prime Day campaign

The challenge

Prime Day is a compressed, high-competition window. Spend inside it can quietly pull forward demand a brand would have captured anyway — the growth reads well, the incrementality does not. For TRIP, one of the UK’s fastest-growing functional drinks brands, both had to hold at once.

Two things had to be true at the same time:

• Run a genuinely full-funnel campaign across Amazon’s content, display and search supply, rather than a set of disconnected line items.
• Measure the effect across both Amazon and TRIP’s own direct-to-consumer site, so the event produced reusable first-party audiences rather than a one-off spike.

The agreed baselines were 99% year-on-year revenue growth in July and a 50% new-to-brand share.

The approach

BASE architected a content-to-commerce framework with Amazon Marketing Cloud as the single measurement layer. Amazon Ad Tag was deployed on TRIP’s DTC site, feeding first-party page-view and purchase events into Amazon DSP and AMC. That one move unlocked three things a standard Prime Day set-up cannot do: audience suppression, cross-sell retargeting, and omnichannel path-to-purchase analysis.

Educate. Prime Video ads carried a 20-second non-skippable spot to new audiences, extended across Streaming TV, online video and display inventory on IMDb.com, Twitch, Amazon Publisher Direct and Alexa. Exclusion logic built in AMC, powered by Amazon Ad Tag data, suppressed existing Amazon and DTC customers — so reach was spent on people the brand did not already have.

Retarget. Audiences exposed to Prime Video ads were re-engaged across Amazon DSP using Performance+, reinforced with Sponsored Brands video and Sponsored Display in the mid-funnel, with the brand Store as the landing destination.

Convert. Shoppers who had viewed a product but not purchased received a 200% bid multiplier on Sponsored Products against non-branded category search terms.

A concurrent Amazon Managed Service 25% share-of-voice takeover ran inside the same window. BASE deployed a dual Amazon Ad Tag configuration on the TRIP site so managed-service, self-service and DTC signals all resolved inside one AMC instance — producing holistic cross-format attribution rather than three partial views of the same shopper.

AMC Insights and AMC Audiences, the AI Ads Agent and Amazon Marketing Stream returned same-day reach modelling and new-to-brand readouts, with Amazon Brand Lift, Rapid Retail Analytics, multi-touch attribution and conversion path reporting running alongside — so bids and budgets moved during the event rather than in the post-mortem.

The results

Measured across the 15 June – 31 July 2025 window, against the pre-campaign targets:

• 309% year-on-year revenue growth across the full campaign, 15 June – 31 July 2025.
• 134% year-on-year revenue growth in July, against a 99% target.
• 13.41M unique users reached with Amazon Ads, 69% above the 7.92M target.
• 22% higher NTB vs target
• 364% year-on-year growth in Amazon detail page views in July.
• 98% video completion rate on Prime Video ads, against a 90% target.
• 46% month-on-month uplift in DTC site traffic.
• Prime Video-exposed audiences accounted for 55% of branded search.
• Shoppers exposed to multiple ad formats purchased at 11x the rate of single-format exposure, with a 50% lift in purchase rate when formats ran in combination rather than standalone.