Presenting Examples of Localization Strategies so You Learn from the Best (and the Worst)
You know the drill. Learn from the people who’ve gone ahead. Replicate their successes – and avoid their mistakes. This week, we’ll uncover the best and worst localization examples from top global brands. You’ll see how they localized content to win over the global market – and how some brands messed up their localization efforts, a mishap that resulted in (at best) a hilarious outcome, or (at worst) offending the target market.
You see, different regions have different ways of communicating. How the Brits speak is very different from how the Americans, Canadians, and Australians speak – and they all speak English! The Spanish spoken in Spain is very different from Mexican Spanish. That’s why localizing content goes beyond mere translations; it’s crucial to tailor content to appeal to the cultural nuances, idiomatic expressions, and personalities of your target audience, while still keeping with the brand messaging that’ll resonate with a global audience.
If that sounds complicated, that’s because it is. The localization process is a tricky one, and best performed by a localization team that understands the language, the people, and the culture, all at the same time. Localizing for Amazon? Your localization expert should understand what converts and engages on Amazon as well.
So, today’s post will provide localization examples from leading global brands. We’ve got 8 brilliant examples, and 7 disastrous ones – with tidbits on what Amazon sellers can learn from these triumphs and mistakes.
Read on, and take notes – an effective localization strategy could be all you need to shine in the global market.
Have you heard about transcreation? It makes sure your localized content engages audiences on an emotional level. Furthermore, when expanding globally, make sure your brand voice is consistent across all markets – localized content notwithstanding – so customers know who you are!
What’s the Difference Between Translation and Localization?
We’ve seen it time and time again. A brand decides to expand globally. They head to Upwork to choose the most affordable localization package out there – and these are often performed by beginner freelance translators that don’t speak the language as a native. Or, even worse, sellers go straight to ChatGPT, key in their content, and ask it to churn out a word-for-word translation.
Localization goes beyond translation. Localization is adapting content to suit the language, culture, preferences, and expectations of a specific target market—so it feels natural, relevant, and trustworthy to local audiences. The Helsingborg Innovation District reports that 76% of customers prefer to buy from product descriptions written in their native tongue, and 56% of customers think that buying in their native tongue is even more important than a product’s price.
Here’s a comprehensive chart that shows the difference (and impact) of localization and translation:
| Business Objective | Translation Alone | Localization |
|---|---|---|
| Conversion Rates | May confuse or underwhelm buyers → lower add-to-cart and purchase rates | Adapts tone, visuals, and messaging to buyer expectations → higher conversion and lower bounce |
| Product Relevance | One-size-fits-all messaging may not resonate | Tailors descriptions and pain points to local use cases and cultural norms |
| Brand Trust | Feels robotic, impersonal, or “foreign” | Appears thoughtful, intentional, and native → builds long-term loyalty |
| Search Visibility (SEO/ASO) | Uses direct translations of keywords | Integrates region-specific keyword research and backend data |
| Customer Reviews & Q&A | Translated literally without tone or context | Localized responses reflect buyer expectations and reduce confusion |
| Return Rates | Poor fit due to misunderstood sizes, features, or instructions | Localized sizing charts, compatible specs, and buyer expectations reduce returns |
| Compliance & Regulations | May overlook regional standards, labeling, safety, or formatting | Adjusts to local laws, units (e.g., cm/inches), voltages, and symbols |
| Ad Campaign Effectiveness | Generic messaging may fall flat or misfire | Localized copy and visuals create emotional relevance → better CTR and ROAS |
| Customer Support Experience | Scripted translations can feel cold or confusing | Native-speaking support creates smoother, more empathetic customer experiences |
| Brand Reputation | Risk of memes, ridicule, or offense from poor word choices | Avoids cultural faux pas, builds credibility as a global-first, customer-centric brand |
| Market Penetration Speed | Slower adoption and lower initial engagement | Faster traction through instant cultural relevance |
| A+ Content Performance | Stock visuals + translated text may miss the mark | Region-specific visuals, icons, and emotional language increase page stickiness and sales |
| Packaging & Instructions | Basic translation may not reflect how people read/use info in different countries | Adapts layout, icons, warning labels, and assembly instructions to local comprehension styles |
| Holiday or Seasonal Campaigns | Misses peak shopping moments in global markets | Aligns launches with regional holidays (e.g., Ramadan, Diwali, Singles’ Day, Golden Week, etc.) |
Over the years, we’ve heard Amazon sellers complain that their keywords don’t rank in new markets – even if they do well in the originating market. Or their images just don’t resonate with the new market. Or perhaps even that their bullet points miss the mark, leading to returns and disgruntled, confused customers.
That’s why careful content localization is absolutely vital for any brand scaling globally. Make sure you translate your listings so they sound just right in the local language. It improves the user experience, endears you to the local market, and helps you save time and money down the road.
Examples of Successful Localization Strategies from Global Brands
Check out these localization examples from global brands. These ones did it right; they transposed their product or service so it resonated with each local culture. See what you can learn from these real-world examples on the importance of localization.
Netflix: Personalized Interfaces and Local Content
The global success of Netflix is largely attributed to its robust localization strategy. It offered region-specific content, subtitles, dubbing, and a personalized user interface. Users were assured of a tailored experience, no matter where in the world they may be streaming. Netflix also invested in local productions, such as “Money Heist” in Spain and “Sacred Games” in India, further proving their commitment to cultural relevance. In fact, these shows – and Lupin (France) – were so well done, they performed beautifully in markets outside of their target market. Thanks to Netflix’s localization efforts, the streaming service saw a 33% increase in subscribers in international locales.
Starbucks Japan: From Architecture to Matcha
Starbucks’ brand localization strategy is nothing if not thorough. When it expanded to Japan, it partnered first with Sazaby League, a famous retailer and restaurant chain, which already had great recall among Japanese customers. By doing so, Starbucks decreased the risk of entering a foreign market without proper knowledge. Furthermore, Starbucks went through “culturalization” – a firm understanding of the Japanese customer, whose food, drinking habits, and expectations are very different from those of an American customers. You’ll see smaller serving sizes, less sweet to cater to Japanese tastebuds, and beautiful stores using the Kigumi technique of Kengo Kuma.
IKEA China and Japan: Resized Furniture and Local Food
IKEA employed the right localization techniques when expanding to China and Japan. The impressive localization plan combined standardization and adaptation – standardization to ensure consistency and brand recognition, and adaptation to ensure a deeper connection with local customers. You’ll see furniture resized to fit smaller Asian living spaces, and local food offerings in their in-store restaurants. Talk about understanding your customers, inside and out.
Coca-Cola’s Localization: “Share a Coke”
Indubitably one of the best localization examples in marketing, Coca-Cola brought localization to higher heights and showed us exactly what to do to make it big. Its “Share a Coke” campaign personalized bottles with popular names and nicknames, but with a localized twist. They’ve done it all, from holiday destinations, to popular local names (Kaia and Kawika in Hawaii!), to well-known song lyrics in the USA. In India, they paired each title (e.g. “Mom”) with a fun descriptor (“Above the rest, simply the best”). This year, they launched adjectives in place of names in China – you can Share a Coke with an introvert, foodie, attention-seeker, and more.
ASOS – Tapping the Local Influencer
ASOS ushered in business growth in many markets through careful localization techniques: localized sizing charts, payment methods, and marketing strategies. They didn’t stop there. Their localization projects included influencer marketing, and adapting to regional fashion trends. The brand goes beyond literal translation and takes professional localization to every customer touchpoint, ensuring relevance and relatability in diverse markets.
Airbnb – Local Logins, Travel Guides, and User Reviews
Airbnb enhances user experience by providing localized content, including travel guides and translated user reviews. In markets like China, Airbnb integrated local payment systems and login options, ensuring seamless accessibility for users. Airbnb actually does use AI – but in the smartest of ways. They used machine learning to predict which languages should go into each listing, based on where previous customers were from. That way, languages chosen catered to specific customer needs – per region – saving Airbnb money from translating travel listings into each language.
Nintendo – In-Game Cultural Adaptation
The Japanese video game company adapted game content to resonate with different cultures – out of necessity. In the 1990s, America was rather strict with gaming content; images had to be appropriate for the American youth. The gaming industry introduced policies that forced Nintendo and its peers to customize content for American palates. For instance, in Super Mario RPG, Bowser has a different arm gesture in Japan – it’s a positive one for Japanese, but perceived as rude by the Americans. This element was changed. This is a prime example of product localization, which can help you standardize your branding across a global scale, while adapting the messaging to suit audiences wherever they may be.
LEGO’s Effective and Thorough Localization
LEGO didn’t just translate a marketing campaign. It went through deep cultural integration tailored to each market. For example, in China, LEGO has Lunar New Year and Dragon Boat Festival-themed sets. In Mexico, LEGO introduced Día de los Muertos-inspired builds and collaborated with regional influencers to showcase culturally relevant play ideas. The brand also adapts packaging, instructions, and retail displays to match local aesthetics and expectations – proving that thoughtful and careful localization drives both brand affinity and global sales success.
What Best Practices for Effective Localization Can You Gather From These Localization Examples?
Now that you’ve seen examples of companies that excelled at localization, here are the lessons you can take away from their progress:
| Brand Example | Best Practices Sellers Can Emulate |
|---|---|
| Netflix |
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| Starbucks (Japan) |
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| IKEA (China & Japan) |
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| Coca-Cola (“Share a Coke”) |
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| ASOS |
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| Airbnb |
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| Nintendo |
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| LEGO |
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Bad Localization Strategy Examples: Not Even Big Marketing Budgets Get it Right All the Time
Now you know what to do, here’s what not to do. Localization is an ongoing process, but many big brands have made mistakes here and there – which have led to some hilarious and unfortunate results. When you’re scaling globally, it’s not about transferring words from one language to the other – check out the slogans and taglines that missed the mark.
KFC (China): Eat your fingers off
“Finger lickin’ good” translated literally is “Eat your fingers off” – not a very appetizing image. It just goes to show, direct translations without contextual review is dangerous. Luckily, KFC recovered, and is now the most popular fast food chain in China.
Pepsi (China): Brings your ancestors back from the dead
Here’s another horrific example. In the 1960s, “come alive with the Pepsi Generation” was all about youth and vitality – so the direct translation of the popular slogan just didn’t, well, translate. Especially not in a culture with strong ancestral traditions.
Parker Pens (Mexico): It won’t leak and make you pregnant
“It won’t leak in your pocket and embarrass you” – but someone made the blunder of using “embrazar” for “embarass,” which means “to impregnate” in Spanish. Hilarious, and a little bit strange coming from a fountain pen.
Electrolux (USA): Nothing sucks like an Electrolux
The tagline worked great in Swedish, where “sucks” is literal, but in the USA, “sucks” is slang for something totally different. Some believed it generated PR through humor, but it most definitely wasn’t the intended message!
Coors (Mexico): Get diarrhea with Coors
“Turn it loose” – meant to evoke relaxation and letting go. But in Spanish, the direct translation read “Suéltate con Coors,” which – colloquially – took on gastrointestinal implications! Nobody wanted to crack open a cold one, that’s for sure.
Mercedes-Benz (China): Rush to die
Mercedes-Benz was initially marketed in China as “Bensi” – which, in Mandarin, is translated to “rush to die.” Definitely not the kind of messaging for a luxury vehicle. MB pivoted really quickly though to “Benchi,” which means “run as fast as flying.” That’s better.
Panasonic (Japan) – Touch Woody – the Internet Pecker
In the 1990s, Panasonic teamed up with Woody Woodpecker to launch an internet-ready touchscreen PC. The intended campaign slogan was “Touch Woody – The Internet Pecker,” referring to both the interface and the cartoon mascot. In Japan, the branding raised no flags, but when previewed for a U.S. audience, it became clear that “pecker” was pretty inappropriate in the slang version. The campaign was pulled before launch, but not before the damage was done.
Learn from these inspiring examples of what not to do; here’s a helpful table:
| Brand | Market | What Went Wrong | Localization Lesson |
|---|---|---|---|
| KFC | China | “Finger lickin’ good” translated to “Eat your fingers off” — not exactly hunger-inducing. | Idioms don’t translate directly. Use transcreation for slogans, especially in food and lifestyle. |
| Pepsi | China | “Come alive with the Pepsi Generation” turned into “Brings your ancestors back from the dead.” | Emotional branding must be culturally appropriate. Death = sacred in many cultures — don’t joke about it. |
| Parker Pens | Mexico | “It won’t leak and embarrass you” became “It won’t leak and make you pregnant” due to mistranslating embarazar. | Watch out for false cognates — similar-sounding words can have wildly different meanings. |
| Electrolux | USA | “Nothing sucks like an Electrolux” clashed with American slang, making it sound like an insult to the product. | Local slang matters. Run copy by native speakers to avoid accidental mockery. |
| Coors | Mexico | “Turn it loose” became “Get diarrhea with Coors” due to slang implications of suéltate. | Colloquial phrases can take dark turns — test translations with locals before launching. |
| Mercedes-Benz | China | “Bensi” sounded sleek… until it was revealed it meant “rush to die” in Mandarin. | Always vet brand names phonetically in local languages to catch unintended meanings. |
| Panasonic | Japan (U.S. ad) | “Touch Woody – The Internet Pecker” wasn’t flagged in Japan, but in the U.S., “pecker” has crude slang implications. | Cultural and language filters must be applied per market — even for mascots or characters. |
What Do Successful Localization Examples Have to Do with Amazon Selling?
On Amazon, your product listing isn’t a one-time ad — it’s a 24/7 storefront. That means every word, image, and keyword needs to connect instantly with local shoppers. The brands we highlighted succeeded globally because they went beyond basic translation — and that’s exactly what smart Amazon sellers must do to win in international marketplaces. It’s important to consider things like cultural nuances, idiomatic expressions, slang and colloquialisms, and cultural traditions before releasing content into the wild.
Effective localization drives visibility, trust, and conversion. Localization helps every aspect of your listings: from the SEO, storefront, titles, bullets, and A+ content, to the backend keywords, product packaging, inserts, and PPC.
That’s where we come in. We’re the biggest provider of translation and localization services in Amazon. Every single one of our translators are native speakers, so you can rest assured that the content you release – with our help – will resonate with the market, and avoid making costly mistakes that are, at best, funny, and at worst, offensive. We offer region-specific keyword research, image localization, and culturally aligned copy that makes your product feel like it was made for that market. That way, your content feels local – and that’s a strong conversion driver, to be sure.
They Made the Mistakes So You Don’t Have To
So, what did we learn today? Localization isn’t about translating from one language to another. It’s a careful process that involves understanding the customer, the culture, and what you need to do in order to succeed on a global scale. In other words, localization isn’t just a marketing tactic – it’s a growth strategy. When done well, localization helps brands feel native, relevant, and trustworthy. When done poorly, you risk becoming a meme, alienating your audience, or tanking sales.
Amazon sellers can take the good with the bad, and learn a lesson or two from the global brands that have gone before. It just goes to show, even a massive marketing budget may sometimes lead to mistakes, if you don’t have a strong localization strategy as part of your wheelhouse. Skip the quick fixes. Invest in real localization: native linguists, cultural nuance, SEO tailored to each region, and experience on what converts and engages audiences on Amazon.
Convinced yet? Contact us for a free listing analysis. We’re the localization partner for hundreds of brands, and helped propel them to success in the global market. We’re excited to do the same for you!