How Ancestry Became a Best-Selling Amazon Product by Highlighting User's Emotional Stories

Vineet Mehra, the company's CMO, spoke about its evolution at ANA Masters of Marketing week

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Last year during the shopping spree that occurs annually between Black Friday and Cyber Monday, Amazon’s best-selling product wasn’t an Alexa, TV, iPad or any of the other usual suspects. It was a DNA testing kit from Ancestry.

Ten years ago, stories of a person’s genealogy and ancestral background were largely passed down through the generations by word-of-mouth. Thanks to the explosion of the at-home DNA testing kit category, people now have more concrete information than ever about their ancestral heritage.



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