On February 11, the Kansas City Chiefs clutched a surprise last-minute Super Bowl win. It was an edge-of-your-seat victory that gave Chiefs fans (and Swifties) cause for celebration. But the pigskin isn’t the only reason viewers tuned in to the big game. Like every other year, there was another Super Bowl tradition that drew attention: The commercials!

This year’s lineup was as star-studded as ever, with cameos by everyone from JLo to Michael Cera. But how did that star power translate into sales for the brands that scored a spot during Super Bowl LVIII? In this post, we’ll dig into Amazon market data from Jungle Scout Cobalt to find out.

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Super Bowl Commercials Spark Amazon Sales

A Super Bowl spot is one of the biggest marketing investments a brand can make – from brainstorming the perfect creative concept to securing famous faces to deliver a boost of star power. There’s a reason the tradition of the Super Bowl commercial persists, even now, when TV commercials often feel like a thing of the past. Snagging some of that coveted mid-game air time can lead to serious sales boosts for the brands that make the investment.

Let’s take a closer look at how some of this year’s Super Bowl commercials translated to Amazon sales in the week following the game.

e.l.f. Cosmetics

E.l.f.’s cheeky commercial brought together stars from across Hollywood in a Judge Judy parody called Judge Beauty. The commercial features Meghan Trainor, Suits stars Rick Hoffman and Gina Torres, RuPaul’s Drag Race alumnus Heidi N. Closet, and others in a courtroom drama that ends with the campaign’s memorable tagline, “In e.l.f. we trust.”

According to Cobalt data, the beauty brand’s commercial was a sweeping success:

In the week following the Super Bowl, e.l.f.’s Amazon sales grew by 182%.

During that time, e.l.f.’s top-selling product was its Jelly Pop Dew Primer, which saw a week-over-week sales increase of 222%.

Nerds

NERDS used its gametime spotlight to promote its Gummy Clusters candy. The Flashdance-inspired commercial concludes with a shot of TikTok influencer Addison Rae and a call for candy-lovers everywhere to “unleash your senses” by grabbing a bag of the crunchy, chewy treat.

Since the commercial’s game-day premiere, sales of Nerds products on Amazon have increased 46%.

Clearly, the messaging broke through: In the week following the Super Bowl, Gummy Clusters were the brand’s top-selling product, with 100% week-over-week sales growth.

Hellman’s

For its moment in the spotlight, Hellman’s paired “Saturday Night Live” alum Kate McKinnon with a furry feline counterpart. The commercial starts with McKinnon struggling to come up with a recipe using the sparse ingredients in her fridge – and snowballs into her cat’s meteoric rise to fame as “Mayo Cat.”

The results of the ad look pretty tasty for Hellman’s:

In the 7 days following the Super Bowl, Hellman’s Amazon sales were up 45%.

Taking the top spot for the brand’s sales was this 4-pack of mayo, which saw Amazon sales balloon by 280% week-over-week.

Poppi

Poppi’s Super Bowl commercial set out to redefine a classic refreshment, promising viewers, “This will be the last moment you ever think of soda as being a dirty word.” The commercial is simple, featuring bright bursts of color interspersed with images of everyday life. The brand’s post-game sales numbers show just how effective simplicity can be:

Since the Super Bowl, sales of Poppi products have increased 35% on Amazon.

The brand’s best-seller on Amazon is its Classic Cola variety, which also saw a 35% week-over-week sales increase.

Reese’s

This year’s Super Bowl commercial for Reese’s marked the debut of the brand’s new Caramel Big Cup candy. In the spot, a game day get-together is interrupted by news that Reese’s is making a change to its classic peanut butter cups – sending party-goers into a brief panic before they have all the details on the delicious addition of caramel. The reception has been pretty sweet so far:

Since the debut of its Super Bowl commercial, Reese’s has seen its Amazon sales grow by 31%.

While the brand has already sold thousands of its caramel big cups on Amazon, its top-selling product in the week following the Super Bowl was actually this Party Pack of Reese’s Miniatures, which experienced a 15% sales boost.

Lindt

This year’s Super Bowl commercial block had no shortage of candy representation, and Lindt was yet another brand that used its game day airtime to advertise something sweet. The chocolate-maker’s jaunty commercial reminds viewers that “life is a ball” with their perfectly round little truffles.

In the week following the Super Bowl, Lindt’s Amazon sales increased by 29%.

Since the commercial’s debut, Lindt’s most popular product on Amazon has been this bag of assorted truffles, which experienced 70% sales growth.

Skechers

 

Complete with a cameo from Mr. T, Skechers’ Super Bowl commercial turns a common misspelling of its brand name into a memorable advertisement for its Hands-Free Slip-ins by reminding consumers that there is, in fact, no “t” in Skechers.

Since the Super Bowl, Skechers’ sales on Amazon have grown by 27%.

These Men’s Afterburn sneakers were Skechers’ top-selling product on Amazon in the week following the Super Bowl, with a 37% sales increase.

Google

Google’s Super Bowl commercial for its Pixel 8 SB has been one of the most talked about since its debut. Diverging from the humorous angle that many brands took, Google’s ad instead tugs at the viewer’s heartstrings, following the life of Javier, a man with vision impairment, as he moves from friendships to falling in love to fatherhood.

Since the debut of its Super Bowl commercial, Google’s sales on Amazon have grown 22%.

After the game, the brand’s top-selling product was the Pixel 6a, which experienced a 26% week-over-week sales boost.

CeraVe

Michael Cera starred in CeraVe’s Super Bowl commercial, sharing an enthusiastic passion for skincare while pitching what he calls a “perfect crossover opportunity” since his last name happens to be contained within the popular skincare brand’s name. The clever wordplay seems to be paying off: 

Sales of CeraVe’s products are up 20% on Amazon since the Super Bowl.

CeraVe’s Moisturizing Cream, which is heavily featured in the ad, was the brand’s best-selling product on Amazon in the week following the game, with an 18% increase in sales compared to the week prior.

Dove

Dove’s Super Bowl commercial focused on its Body Confident Sport campaign, which it launched in partnership with Nike. The commercial features clips of girls playing sports before sharing the startling statistic that 45% of girls quit sports by age 14 because of low body confidence.

In the week after the Super Bowl, Dove’s sales on Amazon grew by 14%.

Following the commercial’s debut, Dove’s top-selling product on Amazon was its Deep Moisture Body Wash, which saw a 6% week-over-week sales increase.

Dunkin’

Dunkin’s Super Bowl campaign was one of the most star-studded, playing on Ben Affleck and Matt Damon’s famous friendship and featuring cameos from Tom Brady, Charli D’Amelio, and even JLo herself.

Sales of Dunkin’ products grew 12% on Amazon in the week following the Super Bowl.

Over the same time period, Dunkin’s most popular product on Amazon was its Midnight Dark Roast Coffee, which saw sales increase by 29% week-over-week.

Creative marketing pays off

The Super Bowl remains a powerhouse platform for brands to showcase their products to a vast and captive audience. Star-studded commercials not only entertain, they also drive significant sales boosts, as evidenced by the Cobalt data explored here. From e.l.f.’s courtroom drama to Skechers’ clever spelling lesson, brands used the platform of one of the year’s biggest sporting events to drive growth and brand awareness. For other brands selling on Amazon, the takeaway is clear: strategic marketing efforts, coupled with engaging storytelling and star power, can translate into a competitive edge in a crowded market.

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About This Report

The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by trillions of Amazon data points. Week-over-week trends data reflects the period of February 11, 2024 – February 17, 2024, compared to the period of February 4, 2024 – February 10, 2024.

We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.

For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].