At Simple Shine, one of the best selling brands in the jewelry care space on Amazon, we faced a problem with lowered CTRs and CVRs.

As the Brand Manager for Simple Shine, I ideated, developed and deployed a whole listing makeover for its hero products, you can see the end product here:

https://www.amazon.com/Complete-Jewelry-Cleaning-Polishing-Cleaner/dp/B019RYYXO8

The work consisted of the following:

- Brand positioning analysis

- KW research with help of Helium10 and using Search Query Performance data

- Copywriting the top listings from scratch

- Redesigning the look and feel of the brand

- New main images, image galleries, Brand story banners, and Premium A+

- A/B testing the new changes in listings

- Designing a new storefront

The results were the following:

- Improved CTRs for top listings

- Increased AOV through cross-selling

- Improved CVRs

A market leading consumer electronics brand was having issues with unauthorized resellers on their listings.

Those resellers would constantly lower their prices, thus gaining control of the buybox and costing the brand hundreds of thousands of dollars per year in lost sales.

We developed and implemented a process to remove existing resellers on the listing and to prevent future resellers from showing up, by detecting how they were acquiring their merchandise to resell.

The brand has maintained control of the buybox since, including during Black Friday and the Holiday Season, which has led to a 20% increase in revenue in the 6 months since we implemented this process compared to the previous year.

1. Context:

As part of my work with a consumer goods brand, I helped them launch their new women's beauty product.

2. How?:

- I researched keywords using Amazon’s Internal data tools like the Search Query Performance report and the Product Opportunity Explorer.

- Set up tracking for the keywords' ranking using Datarova.

- Leveraged this research, and used it to craft SEO-optimized product listings for both the front and back end.

- Set up a coupon with a progressively decreasing discount in order to create urgency.

- Initiated an email campaign using Amazon's brand tailored promotions, offering an exclusive discount for in-market customers.

- Added the new product to the A+ content used by the brand’s top sellers in order to drive cross-sales.

- Provided art direction for the listing's visual assets, aiming for a high-converting and visually appealing listing.

- Collaborated closely with logistics to launch the product ahead of schedule before the key Mother's Day event.

- Executed an influencer campaign using Amazon Creator Connections.

3. Results:

- Within 30 days of launch, we scaled the product from zero to 6 figures in monthly revenue.

- We achieved a Search Conversion Rate of 6.9% versus the category benchmark of 5.65%.