Amazon Brand Store Conversion
I asked to lead a project optimizing our Amazon creative, and out of it built two dedicated product pages — for the Meeting Owl 3 and Meeting Owl 4+ — on our Amazon Brand Store, purpose-built to convert new traffic.
Problem
Amazon is like the wild wild west of ecomm. As experts will know, an individual product listing is not truly “owned” digital real estate — other sellers can compete to sell your product, you can lose the Buy Box, and much of Amazon’s native content is designed to allow shoppers to compare other products to yours. In some ways, your PDP becomes an advertisement for other sellers and products. Your Brand Store, however, is a fully brand-owned space. We had a theory that, if we drove interested shoppers to a Brand Store page rather than a PDP, conversion and sales might go up. I'd spent a long time studying what does and doesn't work on Brand Stores, and asked to take a more active role in our Amazon presence to put that knowledge to use.
What I did
I project managed the build end to end: outlined the content strategy and wireframes for both pages, then designed the creative that went live — static assets and video, built specifically for how people actually scroll and buy on Amazon rather than generic ecomm assets. Our Director of Advertising and our Manager, E-Commerce Marketing reviewed the work as it developed; the latter also managed the translation process and published everything live on Amazon. Kickoff to a live U.S. page took about three weeks — fast, in large part because I was driving the project directly rather than routing decisions through multiple owners. Once the U.S. pages proved out, a freelancer localized the creative for our international Brand Stores, with final translated assets live a few months later.
Outcome
These two pages made up 2.41% of Brand Store traffic and drove 27.01% of sales — 11.2x more effective per visit than the Brand Store average, and 79x more revenue per visit than other pages. They also held attention better: 54% higher average dwell time and a 9.0% bounce rate against 35.3% elsewhere. Worth noting: this traffic arrived via paid ad clicks, so intent was already higher than the Brand Store's general browsing traffic — real context for reading the gap, not a discount on the result. My boss heard the numbers and asked me to present them to the whole company.
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Two custom Amazon Brand Store “PDPs” (Meeting Owl 3, Meeting Owl 4+), built for paid traffic, including content strategy, wireframes, static and video creative, and localized versions for international stores
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Give paid Amazon traffic a dedicated, conversion-built landing experience; prove out instincts on what creative content converts on Amazon; build a pattern that could scale internationally
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11.2x more effective per visit than the Brand Store average (27.01% of sales from 2.41% of visits), with 79x more revenue per visit, higher dwell time, and a much lower bounce rate
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Senior Design Manager, Owl Labs
The creative
Meeting Owl 3
Meeting Owl 4+
Why this matters
This project is the clearest proof I have that Amazon expertise and creative execution aren't separate skills for me. I knew what content would convert because I'd studied the format, and I have the creative skillset and range to build it myself, from wireframe to static to video. It's also a scale story: what worked in the US didn't stay a one-off, it became a pattern we could localize and roll out internationally under my direction.