When Amazon Entertainment's primary growth funnels started drying up, the mandate was clear: build new ones. A new department and operating model, piloted first at Amazon Music, turned content, paid media, and product experience into a unified growth engine — driving +306% acquisition growth and reducing customer acquisition costs by 75% — before being scaled across the entire portfolio of businesses (Prime Video, Audible, and more).
Amazon's historically powerful growth channels for its entertainment services — bundled distribution through Prime and Alexa — were in steep decline. The services needed entirely new acquisition funnels, and they needed them fast.
Build a new department — Audience Development — and the strategy to create entirely new growth funnels across Amazon's entertainment division.
The work started with customer insights: people didn't want a promotion — they wanted content. That qualitative insight reshaped the entire strategy. From there, it was about building the infrastructure across content, paid media, product experience, and retention to turn that insight into scalable, measurable growth.
Measurable outcomes across acquisition, efficiency, retention, and consideration.
What started as a mandate to replace declining growth funnels became a full operating model for audience-led growth. The Audience Development strategy — spanning content, paid media, product experience, and retention — was formalized into a comprehensive operating document covering the campaign framework, measurement standards, and team structure.
The strategy was reviewed and approved by leadership across Amazon's Global Media & Entertainment organization and became the blueprint for scaling audience growth programs beyond music into broader entertainment initiatives.
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