Our Work

A customer-centric approach to Amazon Advertising

Under Armour

The Reality

Under Armour wanted to make its ecommerce offering more customer-centric. The brand realised it could achieve this by having an integrated retail and media strategy on Amazon.

There were two challenges:

1. Making sure the brand was omnipresent in all areas of the shopping experience.

2. Finding efficiencies in the current strategy that would ensure customers are matched with the right product at the right time.


Through Kenshoo’s bulk operation capabilities, we created more than 1,000 Amazon campaigns that were rolled out within weeks. Through the strategic use of different Amazon campaign types, we ensured brand protection and omnipresence. This enabled Under Armour to be front of mind to potential consumers. Testing various return on advertising spend bid formulas, we were able to maximise campaign sales and revenue whilst staying profitable.

The Numbers


increase in CTR, providing better relevance


increased in Conversion Rate, which shows greater relevance in products advertised and keywords


increase in sales

“Through our improved funnelling, we achieved an almost complete share of possible impressions for our branded search terms, ensuring that we reach all athletes searching for Under Armour sports performance apparel and footwear in an efficient way.”

Lauren Geenen / Search Marketing Specialist - Under Armour EU