Philips Projection

Launching new products to U.S. and international markets

Business Challenge

Philips Projection, the projection goods arm of consumer electronics giant Philips, was launching its new brand and suite of products in several key markets—including North America and Europe—and across multiple channels, including Amazon, Walmart, and Best Buy. The company needed a partner with the commerce expertise and experience to ensure the launch’s success and turned to Icon.


First things first: We established the new brand via Amazon’s Brand Registry and fully localized every aspect of all product listings throughout all territories on Amazon, Best Buy, and Walmart. We conducted market research and developed an ecommerce action plan that launched the brand on the U.S. marketplace plus a media plan that included a core focus on Amazon advertising.


We designed, built, and grew the Philips Projection product line across key ecommerce channels, leading to a successful launch in North America, Europe, and other markets. Our advertising, enhanced brand content, and merchandising strategies helped drive the new brand from launch to $160,000 in two months and the company continued to experience consistent double-digit growth on all key marketplace channels.