MAM
How ETML crafts winning e-commerce strategies for Amazon and beyond
Mumbai: We are all aware that the online shopping world moves fast. Amazon, the e-commerce giant, has revolutionized the way people shop, becoming an integral part of the global retail landscape. With millions of active users and a vast product catalogue, Amazon offers unparalleled reach and visibility for brands. As consumers increasingly turn to Amazon for their purchasing needs, the platform’s advertising capabilities have also evolved, providing businesses with powerful tools to connect with potential customers. Amazon Advertising now stands out as a must-have in any marketing strategy, offering advanced targeting options, innovative ad formats, and robust analytics that drive engagement, conversions, and sales.
A recent study by Amazon Ads revealed positive results for small and medium-sized businesses (SMBs) in India leveraging advertising. Here’s a quick rundown:
1 Customer Acquisition: Nearly 9 out of 10 (85 per cent) SMBs reported success in acquiring new customers through their advertising strategy.
2 Domestic Growth: Over three-quarters (78 per cent) of businesses found advertising aided their expansion within India.
3 International Reach: A significant portion (69 per cent) reported advertising helped them grow their business internationally in the past year.
That’s why we’re here to help your brand stand out from the crowd and win big. We leverage all the latest Amazon Ads features to get your brand noticed and boost your sales. Here’s how we do it:
Comprehensive Keyword Research: We understand the importance of both paid and organic search rankings. By conducting thorough keyword research, we ensure your products appear at the top of search results, capturing more potential customers’ attention. Using Conversion Probability (CPR) analysis, we optimize keywords to rank highly in organic search as well.
Brand Gating: Protecting your brand is crucial. We implement brand gating strategies to safeguard your products from unauthorized sellers, ensuring that your customers receive genuine products and that your brand reputation remains intact.
Competitor Keyword Targeting: We strategically target competitors’ keywords and products, positioning your brand to capture their audience and increase your market share. This approach ensures that your ads reach a broader and highly relevant audience.
Full Funnel Strategy: We utilize a full-funnel strategy with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaign types and inventories. This comprehensive approach ensures your brand remains visible to potential customers at every stage of their buying journey.
Optimization of Product Listings and Reviews: High-quality product listings and positive reviews are essential for converting clicks into sales. We optimize your product listings with compelling descriptions, high-quality images, and SEO-friendly content. Additionally, we encourage satisfied customers to leave positive reviews, boosting your product’s credibility and attractiveness.
Laser-Focused Targeting: Imagine showing your ad only to people who would love your product. We make that happen! We use Amazon’s powerful targeting options to dig deep into your customer data. We’re talking about pinpointing the exact demographics, behaviours, and interests that perfectly match your ideal customer. For example, young professionals who are fitness fanatics if you sell activity trackers. This means you get more people who care about what you offer, leading to a skyrocket in your brand’s visibility and sales.
Ads that Captivate: Forget boring text ads! We use all the cool new features Amazon has to offer, like captivating video ads and interactive experiences, to tell your brand story in a way that grabs attention. Like short, eye-catching videos showcasing your product’s benefits, or interactive quizzes that help customers find their perfect fit. These engaging experiences make people stop scrolling, learn more about your brand, and ultimately be much more likely to hit that “buy” button.
Data-Driven Decisions: We don’t just throw ads out there and hope for the best. We use advanced analytics tools to track exactly how your ads are performing. We see how many people see your ad, click on it, and then make a purchase. This lets us fine-tune your campaigns in real time, focusing on what works best. Think of it as finding magic words that make your sales soar – that’s the kind of power we bring to the table!
A Unified Marketing Force:
We don’t work in silos. We connect your Amazon ads to all your other marketing efforts, creating a powerful, unified force. So, if you’re running a performance campaign on Meta/Google or social media blitz, your Amazon ads can work alongside them to give your brand a strong, consistent voice across all platforms. This cohesive approach makes a much bigger impression on customers and keeps them coming back for more.
Amazon Prime Day Playbook: Amazon Prime Day is a golden opportunity for sellers to skyrocket sales, but facing fierce competition requires a well-oiled strategy. Here’s how to dominate Prime Day:
1 Pre-Prime Day Prep: Build brand awareness with targeted ads, optimize campaigns for high-volume keywords, and ensure sufficient inventory.
2 Prime Day: Secure top placement with increased bids, target competitor products, use real-time data to optimize campaigns, and retarget interested customers.
3 Bonus Tips: Emphasize product visibility early and allocate more budget to Day 1 for better returns.
Amazon Ads Gives You an Edge: Amazon Ads is offering a temporary boost for Sponsored Products campaigns during Prime Day by dynamic bid adjustments. This allows sellers to significantly increase their bids, grabbing more attention and boosting sales during the shopping frenzy.
Sustaining the Impact After Prime Day: By continuing the higher bids for a week or so after Prime Day, sellers can maximize the impact and leverage the low CPMs to sustain increased visibility and sales momentum.
Remember: Preparation is key! By leveraging these strategies and Amazon Ads tools, sellers can position themselves for a successful Prime Day and maximize their sales potential.
This article has been authored by ETML co-founder & CCO Rajeev Garg
Brands
Victorinox sharpens Swiss watch ambitions in India
From Jura precision to bold Indian launches, 2026 marks a serious horology push
MUMBAI: From pocket tools to precision timepieces, Victorinox is tightening its grip on time itself.
In 2026, the Swiss brand best known for its iconic Swiss Army Knife is turning the spotlight firmly on its watches in India. This is not a seasonal refresh or a cosmetic marketing tweak. It is a clear statement of intent: Victorinox wants to be recognised not merely as a dependable accessory brand, but as a serious Swiss watchmaker.
At the centre of this transformation lies Delémont, Switzerland. Since 2016, the company’s 17,800 square metre Watch Competence Centre in the Swiss Jura has brought every discipline of watchmaking under one roof. More than 200 Swiss specialists design, prototype, manufacture, assemble and test each timepiece in house. Bezels, cases, movement integration and final assembly are handled internally, ensuring quality control at every step.
Sustainability is also part of the story. The facility’s 2,750 square metres of solar panels generate around 500,000 kWh of clean energy each year. It is a blend of traditional horology and future focused responsibility.
Every Victorinox watch can take up to two years to move from design board to wrist. Each piece undergoes rigorous multi stage testing that goes beyond legal Swiss Made requirements. For Indian consumers, the message is clear: these watches are Swiss crafted, Swiss controlled and Swiss tested.
In India, the shift is being anchored by a new campaign titled “Spend Your Time Wisely”. Under the leadership of Debraj Sengupta, Managing Director Sales and Marketing, and Avirup Mukhopadhyay, Head of Marketing, Victorinox is positioning its watches as the emotional and technical core of its future strategy. Sengupta brings three decades of watch industry experience, including 15 years at Victorinox India, while Mukhopadhyay’s FMCG background adds a fresh consumer first approach.
The 2026 portfolio reflects that renewed ambition.
The Air Pro GMT Automatic is built for globally mobile professionals, tracking up to three time zones with ease. It pairs a refined GMT complication with everyday wearability, making it as practical in a boardroom as it is in an airport lounge.
The Concept One arrives in both automatic and solar powered versions. The solar models offer up to eight months of autonomy without light, while the automatic models deliver a 68 hour power reserve. It is a confident showcase of energy efficiency and mechanical know how.
For those drawn to the deep, the Dive Pro collection carries full ISO 6425 diver certification, with 300 metre water resistance, anti magnetic protection and serious shock resistance. These are purpose built instruments rather than lifestyle props.
Then there is the Square One, a bold square cased automatic that signals a more contemporary design language for the brand. It is confident, distinctive and refreshingly different.
Victorinox has also refreshed two of its most popular lines for the Indian market. The Maverick returns with bolder aesthetics aimed at modern wearers who prefer to lead rather than follow. Meanwhile, the I.N.O.X. Elegant combines the brand’s trademark toughness with refined detailing and interchangeable straps, offering durability with a touch of polish.
Together, the collections nod to India’s dual personality: resilient yet expressive, practical yet stylish.
After more than 140 years of Swiss craftsmanship, Victorinox is making it clear that in India its future is measured not just in heritage, but in horological credibility. From the engineering floors of Delémont to wrists across the country, the brand is no longer simply keeping time. It is staking a claim to lead it.
