Performance marketing agency Threepipe has today announced the launch of its new division Emergent in a bid to help brands navigate through Amazon’s complex selling infrastructure.

According to the company’s statement, Emergent has been designed to give both brands and manufacturers a competitive commercial advantage through the use of intelligent proprietary software, a deeper understanding of Amazon algorithms as well as decades of eCommerce and retail expertise.

With Amazon’s ad revenues set to reach $40 billion by 2023 as well as more product searches now starting on the platform rather than on Google, and with higher purchase intent, it is key that brands strategically invest and leverage the commercial opportunities available to them.

Threepipe has been beta testing Emergent the last six months with a number of clients participating across multiple international territories, including the UK, France, Germany, Italy and Spain.

“Our closed beta enabled us to test key elements of the Amazon algorithm and to see the revenue impact of our work with clients. We are confident now that we can invite wider clients into the programme,” said Farhad Koodoruth, co-founder and CEO of Threepipe.

Emergent breakdown

As part of the new division, Emergent offers the following core functions:

Amazon product optimisation – designed to increase conversion propensity and improve organic visibility for product against Amazon search. 

Amazon console – a PPC advertising strategy (using both automation and hands-on paid search strategies), which ensures brand protection and smart generic bidding in a highly volatile sales environment in which new competitors are stealing revenue from established brands. 

Amazon DSP – creating tailored programmatic display media advertising campaigns within and outside of the Amazon ecosystem to drive brand reach.

Amazon intelligence – bespoke and in-house built tools that offer real-time category management advice to improve sales forecasting and stock management.

“More of our conversations with clients and prospects were turning to Amazon and it was clear we needed to dedicate resources and planning to bring a robust solution to the market. There is a high degree of platform innovation coming through Amazon and its importance continues to grow, which is why we have created a dedicated team to manage ongoing and campaign-based work,” concluded Koodoruth.