Building a Multi-Channel Strategy for a Specialised Imaging Brand
| +103% France revenue growth 2024 vs. 2023 | +94% Spain revenue growth 2024 vs. 2023 | B2B DEMAND Meaningful Business-order participation | AMAZON + GOOGLE Cross-channel acquisition strategy |
Client Overview
Our client is a specialised imaging brand serving a mix of professional, commercial and creative applications. Its products are used to document long-term change across projects such as construction, renovation, horticulture and other extended visual applications.
Because the category serves highly specific use cases, potential customers are not always reached effectively through conventional retail channels alone. The client engaged us to build and manage its Amazon presence while also extending customer acquisition beyond Amazon.
The Challenge
The challenge was not simply to create Amazon listings.
Potential customers did not always begin their purchasing journey by searching for a specific product model. Many searched according to the project or solution they needed, such as construction documentation, renovation monitoring or long-term photography.
The strategy therefore needed to address both product demand and solution-based search behaviour while giving professional and commercial customers a clear path to purchase.
Building the Amazon Foundation
We developed the client’s Amazon presence around both product features and real-world applications.
The work included Amazon SEO, localised listing content, product positioning, creative development and Amazon Advertising. For a specialised technical product, the content needed to help customers understand not only what the product could do, but where and why it would be useful.
Amazon became the central conversion environment for customers arriving with different use cases and levels of product knowledge.
Extending Demand Beyond Amazon
To expand customer acquisition beyond the Amazon ecosystem, we developed Google Search activity around both product-specific and application-based search intent.
Campaign planning included distinct use cases such as long-term imaging and construction applications, allowing the brand to reach potential customers earlier in their discovery journey.
This connected two complementary strengths: Google Search captured customer intent outside Amazon, while Amazon provided product discovery, marketplace trust and a familiar purchasing environment.
Customer Need → Google Search → Product Discovery → Amazon → Purchase
Professional and B2B Adoption
Amazon Business order data showed that professional and commercial demand represented a meaningful share of sales in selected European markets.
Products and bundles positioned around construction and project-based applications also showed notable Business-order participation. This supported the wider strategy of marketing the range around real-world use cases rather than relying only on generic product terms.
European Marketplace Growth
The continued development of the Amazon channel produced strong growth in key European markets.
From 2023 to 2024, Amazon revenue in France increased by approximately 103%, while Spain increased by approximately 94%.
Germany is excluded from this comparison because the client made a strategic channel decision to transition that market to its local distributor rather than continue direct Amazon management under our team.
The Result
The project demonstrated that Amazon can play an effective role for specialised, use-case-driven products with professional and commercial demand.
By combining marketplace optimisation with external search intent, we helped the client build a broader acquisition model and develop Amazon into an additional route to market.
The result was a scalable multi-channel approach connecting customer need, search behaviour, product education and Amazon conversion.
Key Services
Amazon Strategy • Amazon SEO • Listing Optimisation • Localisation • Technical Content • Amazon PPC • Google Search Strategy • External Traffic Acquisition • B2B Marketplace Development • Performance Analysis
Website Tags
External Traffic · Advertising · EU Markets