Combining Reach with Precision

About

Princess Polly is a direct-to-consumer (DTC) fashion company that offers a hyper-curated selection of on-trend women’s apparel, accessories, and a dedicated "Lower Impact" sustainable line. Its target audience is primarily Gen Z women (ages 16–28) who are digitally native and driven by social media trends. As of 2026, the brand has successfully evolved from a digital-only retailer into an ethical-retail leader with B Corp Certification and a rapidly expanding footprint of over 22 permanent physical stores across the United States.

CLIENT

Princess Polly

Company size

$310M

industry

Fashion

Location

United States

The Challenge

Princess Polly sought to leverage Prime Video

as a primary channel to drive incremental reach and upper-funnel brand awareness in support of a rapidly expanding marketplace footprint.

Despite achieving strong top-of-funnel reach...

the brand struggled to connect high-level awareness with measurable lower-funnel outcomes and tangible business impact.

The core challenge proving purchase efficiency and ROAS

by adopting a more optimized digital strategy and clearly proving Prime Video’s impact within the broader media mix.

The Approach

Initially, the brand utilized Prime Video and Twitch for unique reach, leveraging standard Amazon 1P targeting. After ROAS plateaued during the first three months, the strategy pivoted to include Performance+, Amazon DSP’s AI-driven solution.

By combining first-party signals with exclusive shopping and entertainment insights, Performance+ utilized Amazon’s addressability graph to build predictive audiences and automate real-time bidding toward conversion goals. To validate the impact of this shift, the team utilized Amazon Marketing Cloud (AMC) to report on performance and ROAS through a custom lookback window, providing a holistic view of the customer journey.