The Value of Amazon Advertising; Driving Growth for Tony’s Chocolonely

As the world’s largest marketplace, Amazon represents a huge ecommerce opportunity for retailers, and with the recent expansion of Amazon Advertising, a chance for marketers to flex their CPC muscles in a wealthy advertising ecosystem. 

Matilda Rose Moir

Since 2019 Amazon’s position has risen fourfold, with its digital ad revenue reaching $24 billion in 2021 – a 55% increase on 2020. And this is only set to increase, equating to approximately $39.45 billion by the end of 2023 (a growth of 282% over five years). With more and more brands investing in the marketplace offering, Amazon has become a dominant player in retail, and with the subsequent boom of their advertising business, it offers retailers a ‘quality, and brand safe environment’ to drive awareness, increase sales and foster business growth.

As marketplace experts we help brands build profitable platform relationships and establish true success across channels and marketplaces such as Amazon. Using our deep knowledge and experience here’s how we drove astounding growth on Amazon for Dutch confectionery company, Tony’s Chocolonely.

Founded in 2005, Tony’s Chocolonely is a Dutch brand that produces and sells chocolate across the EU, the US and Japan. Crazy about chocolate, serious about people, Tony’s Chocolonely is one of the largest chocolate manufacturers in the Netherlands who’s mission is to make 100% slave free chocolate the norm.

Selling via digital channels such as Amazon, Tony’s Chocolonely’s aim is to raise awareness and inspire the whole chocolate industry to act against inequality and slave trade. Sporting unequally divided chocolate bars – Tony’s Chocolonely’s products are representative of the unfair nature of the chocolate industry and their bars will remain unequal as long as the industry is unequal. 

A so-called ‘challenger brand’ in the UK, Tony’s Chocolonely approached Incubeta Maze-One to help them compete against other well-known and established chocolate brands on Amazon Marketplace. Our objective was simple; convey their messaging and brand mission through beautiful, curated content on Tony’s Chocolonely’s Amazon vendor account.

Our process was divided into a number of different steps. Firstly, we took over Tony’s Chocolonely’s UK Amazon vendor account – building out their seller account and optimizing the content for each of their products. From here we optimized their Amazon brand store and applied for a Climate Pledge Friendly Badge for each and every product being sold on Amazon. 

We then rapidly expanded and adjusted Tony’s Chocolonely’s advertising strategy – making the most of the platform’s capabilities to drive awareness, visibility and growth for the brand. 

Launched in September 2020, Incubeta Maze-One increased Tony’s Chocolonely’s visibility so significantly that within a few months they became a best-seller across the entire grocery category on Amazon UK. Ranking in first place for ‘chocolate blocks’ and ‘chocolate bars’ and in the top ten for groceries. Our work also drove a 78% increase in sales in the run up to Valentine’s Day 2021. 


What Tony’s Chocolonely had to say about it: “Incubeta Maze-One has been tremendous in building our business on Amazon in the UK. In a matter of 6 months we were able to realize a #1 spot in the category ‘Chocolate Blocks & Bars’, and a top 10 spot in Grocery.” 

Want to learn more about Tony’s Chocolonely and the opportunities on Amazon Marketplace? Access the recording for our most recent event ‘Successful Strategies for a New Era of Ecommerce’ where we took a deep dive into the ecommerce landscape, identifying what global shoppers really want from online merchants, how brands can build a winning ecommerce strategy, and how to make the most of Incubeta’s extensive digital commerce offering. We were joined by guest speakers from Tony’s Chocolonely plus several other exciting brands!

Watch Now

Read Next

Find out how we can help you

With offices around the world, we can build a team perfect for your needs.

Keep up to date with our monthly insight digest