The Brand
A home goods brand selling on Amazon with approximately $800K in annual revenue. They had a solid product line but their detail pages looked like they were built in 2019 — basic images, thin bullet points, no A+ Content on half their catalog.
The Challenge
Amazon's internal merchandising team flagged their category for a PDP Excellence review. The brand's listings were functional but unremarkable. They were losing conversions to competitors with richer content, better imagery, and more complete A+ pages.
The brand owner knew the listings needed work but didn't know what "good" looked like at the platform level. Half the catalog had no A+ Content at all. The bullet points read like spec sheets instead of selling points. The image stacks were product-on-white with no lifestyle context or infographics.
What I Did
Week 1: Full Catalog Audit
I audited their full catalog against Amazon's PDP Excellence criteria — image quality, title structure, bullet point depth, A+ Content completeness, video presence, and review quality. Scored each ASIN on a 100-point rubric so we could see exactly where the gaps were.
Week 2-3: Prioritize & Plan
Prioritized the top 15 ASINs by revenue contribution. Created a scoring rubric so the brand owner could see exactly where each listing fell short. The average score across the 15 ASINs was 42 out of 100 — the category leaders were scoring 80+.
Week 3-5: Rebuild Listings
Rewrote all 15 listings from scratch. Shot new lifestyle and infographic images. Built out A+ Content with comparison charts, brand story modules, and lifestyle imagery that matched the category leaders. Every bullet point was rewritten to address specific buyer objections instead of listing features.
Week 6-8: Submit & Monitor
Submitted for Amazon's PDP Excellence review cycle. Monitored indexing and conversion rate changes as new content went live. Made minor adjustments based on early conversion data — swapped two hero images and reordered bullet points on three listings based on what was converting best.
The Results
“Great product pages don't just describe — they persuade. The scoring rubric I built for this project became the brand's internal standard for every new product launch. That's the real win: not just better listings today, but a system that keeps them excellent over time.”