OLLY uncovers Amazon Ads' multi-retailer sales impact with Stackline’s attribution

48%
Of Amazon Ad attributed sales occurred off Amazon
Client
Olly
Department
Vitamins & Supplements
Website
olly.com
OLLY used Stackline’s Multi-Retailer Attribution model to prove the cross-retailer impact of Amazon ads, revealing a 47.7% lift in ROAS. This New Year, OLLY partnered with Amazon Ad’s Brand Innovation Lab to help consumers celebrate all their wellness wins—for every little step you take toward wellness, OLLY has a supplement to help support and elevate audiences.
The challenge

OLLY chose Stackline to bridge the measurement gap and quantify how Amazon campaigns influenced sales at other major retailers. The brand gained visibility into how ads on Amazon were driving purchases at Walmart, Target, Kroger, and beyond. Unlike standard POS or survey-based tools, Stackline’s attribution was built on verified, deterministic transaction data—offering the granularity and scale needed to make cross-retailer insights credible. As Summer Jubelirer, Senior Amazon Media Manager, put it: “Our biggest challenge has always been meeting the consumer where they are. We knew Amazon ads were working, but we couldn’t quantify what was happening at other retailers—Walmart, Target, even Kroger. Traditional tools just didn’t give us that full picture.”

The solution

Stackline implemented its Multi-Retailer Attribution (MRA) platform, which combined Amazon Marketing Cloud (AMC) exposure data with Stackline’s Shopper OS transaction dataset. Using a 14-day last-touch attribution window, the platform deterministically matched ad views to purchases across major retail accounts. As Summer Jubelirer, Senior Amazon Media Manager, explained, “Stackline’s attribution wasn’t based on surveys or modeled guesses—it was verified, real transaction data. That gave us the confidence to truly trust what we were seeing.” This allowed OLLY to quantify sales that occurred after Amazon ad exposure—even if the transaction happened at Target, Walmart, or Safeway.

Shopper OS’s deterministic methodology ensured that a shopper who viewed an ad and purchased within 14 days at any connected retailer was credited—removing the ambiguity of extrapolated survey data.

Stackline and OLLY executed a cross-retailer measurement strategy focused on precision and media ROI:

  • Activated Amazon Search, Display, Streaming TV, Fire TV, PVA, Alexa, and Audio campaigns.
  • Applied a deterministic 14-day last-touch attribution model using opt-in shopper data.
  • Measured retail sales influence at Walmart, Target, Kroger, Safeway, Albertsons, and others.
  • Broke out new-to-brand performance by ad type and retailer to refine audience strategy.
  • Validated consistent performance across multiple time periods and promotional windows.

“This gave us the tactical granularity we’d been missing. We finally had clarity on what was working—and where,” said Summer Jubelirer, Senior Amazon Media Manager. Amazon ads were doing more than just driving on-site conversions—they were influencing high-value purchases elsewhere. By surfacing this hidden ROI, Stackline unlocked new strategic levers across internal planning, retailer negotiations, and media investment.

  • Amazon Ads delivered measurable results for OLLY across retailers, with 48% of the total attributed sales happening off Amazon- nearly doubling the Amazon-only ROAS figure.
  • Target and Walmart accounted for the majority of off-platform influenced sales.
  • Search campaigns drove the highest new-to-brand rates; 22.4% of influenced sales came from first-time buyers.
  • Upper funnel ad formats like Prime Video, Fire TV, OLV and audio generated the highest sales off-Amazon.

OLLY’s engagement with Stackline shifted internal decision-making from an Amazon-first to an omni-retailer strategy. MRA insights gave brand leaders the confidence to fund upper-funnel ads, prove the value of Amazon ads beyond onsite, and target future media using shopper behavior across platforms. Attribution was no longer confined to Amazon—it became a cross-retailer growth engine. “We could actually tie an Amazon ad to a purchase at Safeway or Target—that kind of insight completely shifted how we plan our media,” said Summer Jubelirer, Senior Amazon Media Manager.

By revealing the true influence of Amazon ads across all major retailers, Stackline helped OLLY elevate its attribution model and strategic planning. With verified transaction-level data and proven multi-retailer ROAS, OLLY is now better equipped to balance media investment, retailer demands, and long-term brand goals. The impact is already influencing broader strategy within the Unilever Health and Wellbeing portfolio.

Feedback
“The data supports over and over again—this is the right investment.”
Summer Jubelirer
Senior Amazon Media Manager
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