Q2 2025
Lacoste operates within one of the most competitive verticals on Amazon - premium apparel. With over 13,000 ASINs, managing visibility, efficiency, and profitability at scale required a highly granular approach. The brand needed to expand its non-branded reach, improve new-to-brand acquisition, and win market share without relying heavily on branded spend.
BTR Media rebuilt Lacoste’s Amazon strategy from the ground up, prioritizing non-branded reach and top-of-funnel visibility while layering in advanced audience data through AMC and DSP. Our approach emphasized full-funnel alignment, ensuring that awareness, engagement, and conversion all worked together to drive sustainable growth.
Used AMC audiences (NTB, Added to Cart) to refine Sponsored Ads and reach high-intent shoppers during lead-in, Prime Day, and lead-out periods.
Combined Sponsored Brands, Sponsored Videos, and DSP prospecting + retargeting for continuous momentum.
Managed campaigns at the ASIN level, focusing on top-converting, non-branded terms and competitor conquesting to maximize visibility.
Within six months, Lacoste achieved +41.7% YoY revenue growth, including +94% growth in July and a +214% YoY increase during Prime Day.
Less than 10% of ad spend went toward branded terms, proving that growth came from strategic reach and full-funnel performance, not brand defense.
This data-driven structure helped Lacoste secure greater share of category traffic, elevate visibility across both men’s and women’s apparel, and build a scalable framework for long-term retail media success.
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