+49 (0) 7181 - 207 22 00 info@iconic-sales.com
LinkedIn channel ICONIC SALES


Barbie effect fizzles out: Mattel fails to exploit advertising potential on Amazon

white bar
ICONIC SALES team celebrates becoming a Verified Amazon Advertising Partner.

Barbie effect fizzles out: Mattel fails to exploit advertising potential on Amazon

Amazon's advertising power is growing: More than half of product searches start directly on Amazon and no longer in a search engine: This means that advertising on Amazon reaches potential customers at the best moment. If customers are looking for a drill, they are first shown the paid ads.
Advertising on Amazon is critical because it allows companies to showcase their products and brands to an enormous customer base. As one of the world's leading e-commerce giants, Amazon attracts millions of potential shoppers looking for products that meet their needs. Through targeted advertising campaigns, companies can improve their visibility and reach on the platform and increase their chances of being discovered by customers.
Arrow down dark
Arrow down dark

Increased conversion rate through precise targeting

In addition, Amazon advertising enables precise targeting and the use of relevant keywords to present ads to exactly those users who are most likely to be interested in the advertised products. This can lead to increased conversion rates and improved return on investment (ROI). In an increasingly competitive online sales environment, advertising on Amazon has become an indispensable tool to help companies increase sales and establish a strong presence on one of the largest e-commerce platforms in the world.

Advertising revenues are an important mainstay

In addition, advertising plays a crucial role in Amazon's own business performance. Advertising revenue is now a third major pillar of Amazon's business, alongside e-commerce and cloud computing. If Amazon's advertising revenues increase in the coming years as they have in the past, Google and Amazon would hold almost equal shares of one fifth of the US advertising market.
We took this development as an opportunity to examine how companies are exploiting their advertising potential on the basis of current developments. Our focus was on the current hit movie "Barbie. At its launch, the search volume on Amazon for keywords such as "Barbie movie" literally exploded: The volume rose from the low hundreds to over 6000.
Stefan Gutheil, CEO of ICONIC SALES celebrates the launch of Amazon Prime Day 2023
"One might assume that the world's second-largest toy manufacturer would recognize the momentum of the movie as an opportunity and use Amazon's marketing options to increase sales of dolls and other toys. With regard to the ads placed, however, it now appears that Mattel is completely missing the opportunity on Amazon. On the advertising side, there is no strong, pervasive advertising presence in terms of own branding," explains Stefan Gutheil, founder and CEO of ICONIC SALES, in detail.
"The fact that Lego and other suppliers are prominently placed for keywords such as Barbie is due to the fact that Mattel remains almost inactive here, thereby allowing competitors in the toy segment or the same age group to profit. And this from a lack of and insufficiently strong own-brand protection. A similar advertising picture (and in some cases even weaker) can also be seen in other marketplaces such as in the USA: There is little to no apparent advertising presence on search terms such as Barbie, Barbie doll, Barbie movie, Barbie Margot Robbie," explains Amazon expert Gutheil.

Gutheil's conclusion: "The potential is enormous, but Mattel is completely missing out on it!"

Increase in search volume for the search term "Barbie movie
Increase in search volume for the search term "Barbie movie
Increase in search volume for the search term "Barbie
Increase in search volume for the search term "Barbie
Arrow down white

Ready for award-winning
and excellent

Ready for
award-winning &

white question mark
white question mark
Arrow down dark

Multiple award-winning offer

With vision & expertise, we lead small and medium-sized enterprises (SMEs) to success on Amazon. This award-winning approach leads you to increased sales, sustainable development and brand awareness.

Are you interested in our excellent offer?
Feel free to contact us without obligation at info@iconic-sales.com.

Any questions?

Would you like to find out more or obtain a
non-binding offer?

Arrow right dark


Siechenfeldstraße 29
73614 Schorndorf

United Kingdom

25 North Row
London, W1K 6DJ
United Kingdom


Are you selling on Amazon or would you like to start selling?
Our free expert manual explains the most important levers and functions on Amazon. Helpful for both experienced sellers and newcomers!