From B2C to B2B: rebranding product offering accelerates

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Amazon rebranded its gift card business to Amazon Incentives to capture a larger share of the B2B market. The new product offering includes Amazon gift cards, Prime memberships, and Audible access, aimed at HR departments and customer loyalty teams. With help from Elevation Marketing, Amazon developed a global strategy, redefined the buyer’s journey, and aligned sales and marketing efforts. The rebranding led to a 350% increase in website views, a 171% increase in form submissions, and quadrupled "Buy Now" clicks, driving double-digit revenue growth.

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