Trailblazing Success: Best Practices for Emerging Outdoor Brands on Amazon and Retail Marketplaces
By Shaun Brown
The outdoor industry has never been more dynamic—or more competitive. As consumers increasingly turn to eCommerce platforms for everything from hiking boots to paddleboards, Amazon and retailer marketplaces like Walmart, Target, and REI have become crucial launchpads for emerging outdoor brands. But launching on a marketplace is just the beginning. To truly thrive, brands must master the digital shelf, build optimized product detail pages (PDPs), and invest in full-funnel retail media strategies—both on and off-site. And in an age where authenticity rules, influencer marketing has become a powerful accelerant.
In this guide, we’ll walk through the best practices for outdoor brands on Amazon and other marketplaces, and we’ll highlight three outdoor brands that have blazed their own trail using these tactics to great effect. Whether you're just getting started or scaling up, this playbook will help your brand conquer the digital wilderness.
Why Marketplaces and Retail Media Matter—Especially for Emerging Outdoor Brands
According to Insider Intelligence, retail media ad spend in the U.S. is expected to reach $60 billion in 2025, surpassing linear TV for the first time. Why? Because retailer marketplaces are not just where consumers shop—they’re where they discover. Over 60% of product searches now start on Amazon, not Google.
For outdoor brands that are new to market, this means that building visibility on the digital shelf—where products are seen, evaluated, and purchased—is as critical as designing a great product.
Retailer marketplaces offer:
Immediate access to high-intent shoppers
Credibility through association with trusted retail names
Advanced advertising and measurement tools like Amazon Marketing Cloud (AMC), Walmart’s Scintilla, and Kroger’s 84.51
First-party data targeting, often richer than social platforms
Outdoor gear, in particular, benefits from this ecosystem. Shoppers searching for “lightweight backpacking tent” or “kayak with dry storage” are not casually browsing—they’re mission-driven and ready to buy.
Best Practices Across the Digital Shelf
1. Nail the Fundamentals of the Digital Shelf
The digital shelf includes everything from search rankings and images to inventory availability and ratings. Here’s how to win it:
Optimize Product Titles: Use keyword-rich but readable titles. Amazon’s algorithm rewards relevance, but humans make the final call.
Bullet Points & Descriptions: Highlight performance features, use-cases, and any outdoor-specific benefits (e.g., “UV protection,” “packable,” “bear canister compliant”).
High-Quality Imagery & Video: Show your product in action in the outdoors. A+ Content and Amazon Brand Stores provide even more room for storytelling.
Ratings & Reviews: According to PowerReviews, 99.9% of consumers read reviews, and products with over 100 reviews see a 37% increase in conversion rate. Consider using post-purchase email flows or product inserts to solicit reviews.
2. Retail-Ready Inventory
Nothing kills momentum like going out of stock. Use demand planning tools and FBA (Fulfillment by Amazon) or third-party logistics partners to ensure you're always retail-ready, especially around seasonal peaks like summer and holiday.
Winning on the Product Detail Page (PDP)
The PDP is where conversion happens. Here’s what matters most:
Enhanced Brand Content: Invest in Amazon A+ Content and Walmart Rich Media to showcase features and build credibility.
Comparison Charts: Help shoppers choose between your models or upsell to a premium SKU.
Mobile Optimization: Over 70% of Amazon shoppers browse via mobile, so ensure images are legible and copy is scannable.
Questions & Answers: Respond quickly to shopper questions to build trust and boost conversion.
Full-Funnel Retail Media Strategy
Retail media is no longer just about bottom-of-funnel sales. Successful outdoor brands invest across the funnel:
Upper Funnel (Awareness)
Sponsored Display and DSP (Demand Side Platform) campaigns help introduce your brand to outdoor enthusiasts.
Use audience segments like “frequent campers,” “hikers,” or “fitness buffs” to expand reach.
Mid-Funnel (Consideration)
Sponsored Brands and Sponsored Videos are excellent for storytelling and education. Use video to demonstrate product benefits and outdoor use cases.
Lower Funnel (Conversion)
Sponsored Products drive ROI when shoppers are close to purchase. Optimize targeting by ASIN, keyword, and competitor conquesting.
💡 Pro Tip: Use AMC or Walmart’s Scintilla to measure performance beyond last-click—see how upper-funnel ads contribute to final conversions.
Off-Site Media and Influencer Marketing
While retail media gets you in front of in-market shoppers, off-site media builds awareness and demand. For outdoor brands, authenticity is everything—and this is where influencers shine.
Why Influencers Work for Outdoor Brands
They build trust: 61% of consumers trust influencer recommendations more than brand ads (Edelman)
They show real use cases: Whether it’s a trail runner showing hydration packs or a mom on a family camping trip, influencers bring your gear to life.
They drive traffic: Content can link to Amazon Storefronts or Walmart product pages for seamless conversion.
Best Practices
Partner with micro- and mid-tier influencers: They often have higher engagement rates than mega-influencers and feel more relatable.
Give them creative freedom: Influencer content performs better when it's organic, not scripted.
Track performance: Use Amazon Attribution or affiliate codes to measure ROI.
Case Studies: Outdoor Brands That Got It Right
🏕️ 1. Wise Owl Outfitters – Hammocks That Took Flight
Wise Owl Outfitters launched as a small brand but quickly gained popularity on Amazon by focusing on review velocity, visual content, and targeted Sponsored Product campaigns. They used A+ Content to highlight materials and ease of setup, and invested in video content showing people using the hammock on hikes and camping trips.
Result: In 3 years, they went from a niche product to a top-selling hammock on Amazon, with over 100,000 reviews and consistently high organic rankings.
🎒 2. Osprey Packs – Owning the PDP
Osprey, a legacy outdoor brand, leveraged Amazon Brand Stores, DSP campaigns, and extensive PDP content to create a premium feel. Their PDPs include product comparison charts, explainer videos, and even sizing guides, addressing common barriers to purchase.
Result: Despite premium price points, they maintained conversion rates over 20% and grew their Amazon revenue by over 40% year-over-year.
🧗 3. Rumpl – Blankets With a Brand
Rumpl, known for its “sleeping bag blanket,” launched aggressively into marketplaces. They used influencers on Instagram and YouTube to build awareness, then retargeted that audience with Amazon DSP. Their Amazon Brand Store was designed with vibrant imagery, lifestyle storytelling, and seasonal bundles.
Result: Rumpl saw a 300% increase in retail media ROAS after integrating influencer campaigns with their DSP strategy.
Final Trail Markers: Key Takeaways for Success
✅ Build a retail-ready presence with optimized PDPs, rich imagery, and inventory that meets demand
✅ Use retail media across the funnel, from Sponsored Products to DSP and beyond
✅ Leverage influencers and off-site content to generate authentic awareness and drive traffic to your digital shelf
✅ Invest in measurement tools like Amazon Marketing Cloud or Walmart Luminate to understand what's driving performance
✅ Start early—establishing best practices before Prime Day, Back to School, and holiday season gives you a critical advantage
Conclusion
Emerging outdoor brands are in a golden age of opportunity—if they know how to play the game. Marketplaces and retail media are the most powerful levers for growth, but success requires more than “set it and forget it.” It takes strategic optimization of your PDPs, investment across the funnel, and the authenticity of influencers who bring your brand to life on the trail, on the river, or at the campsite.
If your goal is to not just survive—but thrive—on Amazon and retailer marketplaces, it’s time to treat retail media as your primary growth engine, not just a side tactic.
Your adventure is just beginning. Let’s gear up and hit the trail.