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As an international wellbeing drinks brand, Twinings is passionate about innovating to create teas and infusions which are enjoyed by and accessible for all. Increasingly, its approach to e-commerce is helping to make that a reality, deepening consumer relationships while accelerating sales growth.
Amazon is the largest e-commerce platform for the tea category both in the UK and the US. This year, Twinings was the number one tea brand on Amazon in the US, while in the UK it is the number one brand in the hot healthy category. In both markets, Twinings’ retail sales by value have doubled in the last five years.
Twinings has achieved this through a multi-faceted consumerdriven strategy, focusing on targeted advertising and promotion with an e-commerce-first approach to both content and pack architecture.
It creates Amazon-specific static and video assets to help ensure its digital shelves deliver an exceptional consumer experience. Accurate, complete and consistent product descriptions in turn support the platform and AI search, making the right products discoverable and prominent.
The nature of the digital shelf means Twinings is able to showcase on Amazon the entire breadth of its portfolio, complementing its core range with bespoke offerings, from gift packs and advent calendars to bulk offerings. Ultimately, the right products, in the right sizes, at attractive prices, all indexed and showcased in the right way.
Twinings’ market-leading positions are reflected in its consumer reviews, driving brand trust and loyalty. As Amazon’s share of this category continues to grow, this represents a significant opportunity for Twinings in both markets and it is also building on this success to expand its Amazon capabilities in Australia, France, Italy, Canada and India.
tea brand on Amazon in the US
Revenue (£m)