Amazon gives brands very little time to communicate value. Across categories, the challenge is the same: make the product easy to understand, visually distinctive and compelling enough to move shoppers toward purchase.

I treat Amazon as more than a product page. Every module and image has a job to do—removing friction, answering shopper questions and bringing enough of the brand story into the experience to make the product feel worth choosing.

Across select CPG brands, refreshed Amazon content has contributed to measurable conversion lifts, including double-digit gains on priority listings.