A listing overhaul that was ready when Prime Day came.
Flaus makes an electric flosser, a genuinely better product in a category that hadn't seen real innovation in decades. The problem wasn't the product. It was the content. The existing listing was disjointed, text-heavy, and not optimized for how people actually shop on Amazon: fast, on mobile, making quick decisions about whether something is worth their attention.
The goal was a comprehensive overhaul ahead of Prime Day 2024. Not to chase the event, but to build a listing that could convert when traffic spiked.
In July 2024, Flaus's ordered product sales increased 1,234% month-over-month. Prime Day drove the traffic. The creative converted it. A well-built listing handles volume. A poorly built one wastes it.
The Brand Store launched alongside the refresh and drove 6,000+ visitors, 850 orders, and a 15% bounce rate in its first 90 days, with 85% of those visitors arriving new to the brand.
Month-over-month ordered product sales lift in July 2024. Prime Day drove the traffic. The creative converted it.
Brand Store visitors in the first 90 days post-launch. 85% arrived new to the brand.
Brand Store bounce rate. On Amazon, that's a signal the content is working.
Diagnosing what was broken
The audit identified four specific problems with the existing content. The images felt off-brand and visually inconsistent across the listing. Several frames were too text-heavy, trying to say too much, too small, too fast. Nothing was optimized for mobile, where the majority of Amazon shoppers are. And the story of the product wasn't being told in the right sequence: the hierarchy wasn't earning attention in the order it needed to.
I also reviewed customer feedback from both Amazon and Flaus's DTC site to identify the specific objections and points of confusion showing up in reviews. Those informed the content directly. If a customer question was appearing repeatedly, it needed an answer somewhere in the listing before they had to ask it.
Product detail page
Nine carousel images rebuilt around a single design system: consistent, on-brand, and built for mobile first. Bright brand colors, bold iconography, and Flaus's neon-forward visual identity carried through every frame. The hierarchy was rebuilt from scratch: lead with what the product is and why it's different, address the key objections, deliver social proof, close with the routine. Each image had one job.
Brand Store
The store was built around a straightforward principle: give shoppers every reason to stay and every reason to trust. The homepage led with Flaus's core differentiators above the fold, so even a fast scroll communicated what made the brand worth choosing. Every section was sequenced to answer the next question a shopper might have before leaving.
Shoppers spent an average of 58 seconds in the store with a 15% bounce rate. On Amazon, that's a signal the content is working.
A+ Content
High-contrast Electric Green and bold grid layouts built to stop the scroll in a category dominated by sterile white backgrounds. The Premium A+ was designed to do two things: anchor Flaus's brand identity visually, and move shoppers from browsing to actually reading. This lowered bounce below the fold and reinforced the brand's position as the premium disruptor in the category.
