According to the latest data, Amazon will take home 49% of all US ecommerce sales and five percent of all Retail sales this year. If these figures hold true, in the next year, Amazon will account for more US ecommerce sales than all of their competitors combined. Today, many brands and retailers are struggling to decide whether they should jump on board with Amazon in an effort to grow sales, or remain independent and focus on other channels. Either way, Amazon is a market disruptor that is here to stay. As a digital agency focused on performance, we recognize that its advertising platform is a great way for brands to drive a high return, so we’re also doubling down on our investment.
Adlucent acquired Directional Cue, an Austin-based digital agency that helps brands accelerate sales on Amazon through ecommerce strategy, product listings and content, and paid advertising. Additionally, Directional Cue has overcome Amazon’s reporting limitations by developing its own proprietary technology platform that accurately measures a client’s Amazon profitability. This tool allows vendors and sellers to look at all of their Amazon data, including business and advertising reports, in one place so they can finally understand the profitability of their entire Amazon program. With this acquisition, Adlucent will have access to more resources and technology to better serve brands who are looking to improve their Amazon programs.
“Brands are looking for ways to connect with consumers everywhere they shop,” said Michael Griffin, Founder and CEO of Adlucent. “With over half of product searches starting on Amazon, it’s an obvious place to be. That said, advertising on Amazon comes with a seemingly endless set of challenges. With our acquisition of Directional Cue, we are better equipped to help brands build and operate highly profitable Amazon programs and activate consumers across all digital channels.”
With the acquisition complete, Adlucent is adding talent with 10+ years of Amazon marketplace experience to their team of paid media specialists, including the agency’s founder and CEO, Jason Roussos, who will be serving as VP of Strategy. Prior to Directional Cue, Roussos co-founded Living Direct, growing the home improvement and hardware retailer into a $100+ million company before its purchase by Build.com in late 2015. Jason’s deep knowledge of retail, ecommerce and analytics will be a valuable asset as Adlucent continues to pioneer new digital strategies for its clients.