Work
icon (formerly Bean Bag Bazaar) – Amazon DSP campaign
Expanding the reach of a leading homewares brand utilising the Amazon Demand-Side Platform (Amazon DSP)
Amazon Markets:
- UK
Services
The client
Formerly known as Bean Bag Bazaar until a rebrand in 2025, icon is a leading UK homeware retailer specialising in the supply of high quality bean bags. The company offers a wide range of indoor and outdoor bean bags with a focus on comfort and style. Launching on Amazon in 2009 as Bean Bag Bazaar, Fluid Marketplaces became the company’s Amazon advertising partner agency in 2023 and has delivered strong growth in its advertising revenue. In 2025, the ecommerce team at icon approached their account manager at Fluid Marketplaces about a new project to acquire customers beyond those searching on the Amazon shopping platform.
It was agreed that launching icon on the Amazon Demand Side platform (Amazon DSP) would provide a good opportunity to expand icon’s reach and support their new customer acquisition goals across a range of Amazon-owned media.
The challenge
As a retailer operating in a competitive marketplace, icon entered the peak Q4 2025 trading period with two strategic priorities:
- Expand demand beyond existing Amazon shoppers, rather than relying solely on search-led advertising
- Protect performance efficiency during one of the most competitive retail periods of the year
Like many established brands, icon had strong lower-funnel coverage through Amazon advertising. The challenge was whether Amazon DSP could be used to create incremental demand, not just awareness, without diluting overall return.
Fluid Marketplaces' strategy
Fluid Marketplaces designed a campaign to test Amazon DSP as a full-funnel growth driver, with success defined by:
- Reaching new audiences at meaningful scale
- Converting first-time shoppers into customers
- Demonstrating that upper-funnel media could contribute directly to retail outcomes
Crucially, DSP needed to work alongside existing Amazon advertising activity, not compete with it.
A deliberate full-funnel retail media approach was deployed inside and outside of Amazon’s ecosystem:
- Upper funnel: Premium video placements across non-search environments such as Prime Video and Twitch to build awareness and consideration among new households and audiences unknown to the brand
- Mid funnel: High-impact video and display placements across Amazon-owned properties and premium off-Amazon environments, using behavioural and lifestyle signals to convert consideration into measurable intent
- Lower funnel: High-intent retail placements within Amazon’s shopping environment, converting brand familiarity into new and repeat sales
Rather than treating DSP as a standalone awareness channel, the strategy focused on connecting exposure to measurable commercial outcomes.
Audience activation was built around three core shopper groups:
- Gaming households
- Families with children
- General home and lifestyle shoppers
This ensured broad reach without sacrificing relevance.
Execution
The Amazon DSP campaign activity ran across premium Amazon-owned platforms (Prime Video, Fire TV and Amazon Display Network e.g. Amazon mobile apps).and off-Amazon platforms (PubMatic, OpenX and Sharethrough), including video-led formats designed to capture attention earlier in the customer journey.
Creative and audience activation were continuously optimised to:
- Build large, qualified retargeting pools
- Shift budget toward audiences demonstrating downstream conversion behaviour
- Maintain efficiency during peak competition
The result was a video-first Amazon DSP campaign that behaved more like a performance channel than traditional brand media.
The results
The campaign demonstrated that Amazon DSP can deliver incremental growth, not simply reallocate demand already captured by Amazon advertising.
Incrementality was assessed by examining whether Amazon DSP enabled reach and conversions from placements, inventory, and shopper touchpoints unavailable to search-led advertising.
- Amazon DSP unlocked access to non-search and upper-funnel inventory, reaching shoppers before they entered active search.
- icon was able to influence consideration earlier in the journey, rather than competing solely at the point of intent.
- Amazon DSP activity extended reach beyond existing Amazon advertising audiences and supported net-new customer acquisition.
Our work
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