Kensington, a global brand known for its professional workplace products, identified several products that were well-positioned for growth on Amazon. The brand needed a strategy to capitalize on the opportunity and differentiate itself in a crowded Amazon marketplace and chose Icon Commerce for our deep Amazon expertise.
We started by optimizing the brand’s product listings on Amazon, which involved taking new product photography and aligning all content with Kensington’s branding. In addition to developing A+ content (including videos) that addressed common customer problems, we identified a messaging strategy that set Kensington apart from its Amazon competitors: positioning the products in terms of the customer benefit (ergonomic design prevents pain). To support the implementation of this messaging strategy across Kensington’s global markets, we designed graphics to be universally understood and require little or no translation.
By identifying gaps in the market, we helped Kensington achieve big results and stay one step ahead of its competition. The ASINs we optimized saw a marked increase in sales, and videos proved effective in boosting conversion rates on listings that included them. On a broader scale, the new visual system we developed transformed the company’s approach to product content across its marketplace channels.