Just Add Water System

To sell on Amazon the right way, just add Icon

Business Challenge

Just Add Water System (JAWS) had an innovative product that could help keep consumers’ homes—and the environment—clean. To expand its market, the brand started to build an Amazon presence, knowing that cutting through a competitive consumer packaged goods (CPG) space would require expert creative, strategic, and ecommerce support. That’s why the company turned to Icon for help.


We began by becoming experts on JAWS’ product specifications and differentiators and offered recommendations on pricing strategies, fulfillment, average order value (AOV) options, and product organization structure within the Amazon store. We then optimized listing content using a mix of our professional tools, historical advertising data, and competitor intelligence. Each listing received custom storefront and A+ graphics and photography, including stock product photography that we created.


In a matter of months, JAWS was up and running with its new and improved Amazon storefront and product listings, complete with fresh photography and a strategic approach to determining pricing and product mix.