How Caffè Vergnano increases EU sales with Amazon Ads

Category: Amazon News

Founded in 1882, Caffè Vergnano are a family-run company and one of Italy’s oldest coffee roasteries. Tradition is at the heart of the brand’s philosophy – They use a precise method to slow-roast their beans, which are imported from around the world, creating coffees with delicate, rounded aromas and flavours.

So how did this Italian company expand across Europe and stand out to customers in the highly competitive coffee category? Watch the video to hear from their CEO, Carolina Vergnano, about how the company used Amazon Ads to help grow their brand in new countries, increase sales and bring high-quality coffee to customers across Europe.

When they started working with Amazon Ads in 2018, Caffè Vergnano’s goals were to help increase sales and build brand awareness. They started by creating a Store to introduce shoppers to their brand and products. Today, the brand sells their coffee across Italy, Spain, Germany and France, and has a Store in each country to tell their story.

When the brand launched in new countries, they needed help navigating language barriers and – more importantly – reaching new audiences and inspiring them to engage. They used the Amazon Ads suggested keyword localisation and custom keyword ranking feature to help do this. Within the ad console, they could see suggested keywords in the local language of the country where their Sponsored Products or Sponsored Brands campaigns would appear. Custom keyword ranking helped Caffè Vergnano sort their suggested keywords based on estimated clicks or sales volume, so they can select high-performing keywords to optimise their Sponsored Products campaigns.

We’ve seen great success using Amazon Ads. We started using Amazon Ads solutions in 2018, and since then we’ve always had double-digit growth. We saw immediate growth, and long-term [growth] that we’ve been able to maintain over the years

– Carolina Vergnano, CEO, Caffè Vergnano

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