Amazon Exclusive Content
Irish Breeze, a leading global manufacturer of baby products was looking to expand their visibility and capture more market share for their household brand WaterWipes, the world’s purest baby wipes, on both domestic and international Amazon marketplaces. They looked to Digital Operative for assistance in helping to optimize their listings to achieve organic keyword ranking growth and overall conversion rates. While they had already invested in producing some quality imagery and content for their products, our goal was to amplify both their existing content as well as create new in order to best optimize for Amazon.
- Amazon Advertising Strategy
- Product Listing Optimization
- Content Strategy
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ Content
- Brand Store
- Asset Creation
Using proven, data driven methodologies DO team built a strategic roadmap and value positioning plan to define the key message points to focus on as well as content production list for production. Based on this content production plan, DO was able to produce optimal product and lifestyle imagery, on a very condensed timeline that clearly highlighted the differentiated value proposition of the WaterWipes’ product within their detail pages and brand store in order to drive higher conversions and increase brand equity on Amazon. In turn localize those assets for Global markets.
WaterWipes was in need of new product photography for their entire line of baby wipe products. Before shooting we provided WaterWipes with a moodboard of photography directions as well as a shot list to best show the differences in package sizes. All images were shot in our in house studio and taken through an extensive editing process to have the overall aesthetic WaterWipes was looking for.
Although WaterWipes had a large library of branded imagery, they were in need of imagery that would perform well on Amazon. Their imagery was heavily based around lifestyle. While staying on brand, our new direction for imagery increased the focus and attention on the product in use. We vetted models and locations, as well as, worked closely with WaterWipes to produce moodboards and shot lists that would display the benefits and key differentiators of WaterWipes products. All imagery was shot and edited in house and translated into their Amazon store.
Product Listing Optimization
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. WaterWipes is directly competing against nationally-recognized, legacy household names. So it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of WaterWipes’ products. To do this, we collaborated with our in-house experts at our state-of-the-art Content Studio.
Enhanced Product Images
With the limited amount of customizable opportunities on Amazon it is important to showcase as much compelling information as possible into those few opportunities. We accomplished this by working with WaterWipes to narrow down the top features/differentiators of their product and use graphic overlays to bring those features to the forefront of their imagery. Through demographic research we identified what is most important to WaterWipes’ customers and used the imagery to present that to them.
Product Listing Copy
We incorporated WaterWipes’ current product copy and used keyword research to identify targeted but high traffic keywords in order to enhance their product pages for search. We formulated SEO optimized product titles and bullet points to highlight the products important features and assist in search ranking for high traffic keywords.
In order to fully build on WaterWipes’ product pages, we used our in-house expert design team and categorical research of competitors to develop A+ Content for all products that were informative, aesthetically pleasing, and incorporated cross-sell opportunities for their other products.
Because WaterWipes’ had a very limited catalog of only 3 products, we focused on key brand features to design and develop an Amazon brand store that was representative of their brand identity and catered to target demographics. We focused on key brand messaging while optimizing imagery for mobile devices to create a dynamic shoppable experience.
Our experience with DO for this project has been enjoyable, trusting and reliable; with the launch of 3 new products, we were confident that a continued partnership with DO would benefit us greatly for our Amazon business.