Bowers & Wilkins (B&W)
Growing Performance in the Premium Headphone Category on Amazon
Simon Klaus
Marketplace Manager
“We have had a strong partnership with 10XCREW for over two years. They are flexible in aligning targets and provide smooth and fast communication when immediate action is needed.”
THE SITUATION
Presence on Amazon
Bowers & Wilkins’s presence on Amazon had a solid foundation to build on. The brand saw clear potential to expand its visibility and connect more strongly with shoppers in the premium headphone category. With competitors investing heavily in search and brand presence, there was an opportunity for Bowers & Wilkins to elevate its position, increase discoverability and bring its well known premium identity to life within the Amazon ecosystem.
About Bowers & Wilkins (B&W)
Bowers & Wilkins is a premium audio brand known for high fidelity sound and design excellence. The brand has a long and respected legacy in retail and traditional media, but on Amazon they were still a challenger.
Bowers & Wilkins began in 1966 when John Bowers founded the company after years of hand building loudspeakers in a small radio shop in Worthing, England. Their story begins in World War II, with Worthing resident John Bowers joining the Royal Corps of Signals at the age of just 17.
The brand grew from a simple belief that music should be reproduced as truthfully as possible. This focus on acoustic research and craftsmanship shaped the signature sound Bowers and Wilkins is known for today and helped it evolve into one of the most respected premium audio brands in the world.
How 10XCREW works with Bowers & Wilkins (B&W)
Despite its strong offline reputation, branded search volume on Amazon was still low and the Best Seller Rank of the flagship product sat at 5383. The goal was to improve visibility, strengthen performance and scale efficiently across the full customer journey.
The CHALLENGES
THE STRATEGIES
& SOLUTIONS
Audience insights
Using Amazon Marketing Cloud, we identified men aged 35 plus as the core audience and shaped media and creative direction around this segment.
Consideration across key surfaces
We strengthened visibility with DSP Display and Sponsored Brands formats and refreshed the Brand Store to highlight the premium identity of Bowers & Wilkins.
Continuous optimization
We adjusted budgets based on performance signals and used AMC insights to refine the sequence of touchpoints. Shoppers who saw four or more ad types were 215% more likely to purchase.
Premium awareness
We activated DSP Video and Streaming TV and used UEFA Champions League placements to introduce the brand story and connect with high intent shoppers at scale.
Conversion focus
We used Sponsored Products for high intent searches and competitor placements and implemented Sponsored Display retargeting built from AMC audiences to re engage shoppers throughout their journey.
THE RESULT
Bowers & Wilkins Revenue soared +1801% YoY.
Amazon BSR dramatically improved from 5383 to 816, far exceeding the goal of below 2500.
Stronger Share of Voice and improved visibility
The campaign launched in Q3 with a strong focus on Awareness, using DSP Video and UEFA Champions League placements to reach the target audience. In Q4, the focus shifted towards Consideration and Conversion, activating DSP Display and Sponsored Ads to drive product engagement and purchase.
Branded searches grew by 162% and organic Brand Store visits increased by 936%. This showed a clear lift in Share of Voice as more shoppers searched for and engaged with Bowers & Wilkins on Amazon.
Consistent brand messaging across multiple channels paid off significantly. AMC shows a Purchase rate of +215% for users who were exposed to 4+ ad types, compared to users who were exposed to 3 ad types or less.
Source: Amazon Marketing Cloud
Healthier Share of Market supported by category momentum
The Best Seller Rank improved from 5383 to 816 and market share grew from 1.9% to 3.3% at peak. As Share of Voice increased, Share of Market followed, showing that improved visibility translated directly into category performance gains.
Page views increased by 296% and revenue grew by 1801% year on year. This reflected a stronger shopper journey from awareness to conversion, driven by more touchpoints and higher SOV across key surfaces. Organic Brand Store traffic increased by +936% year on year in the second half of the year.
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