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

Vineet Mehra took the stage at the 2018 ANA Masters of Marketing week. ANA Masters of Marketing

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.

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@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.