Turning the brand store into a second funnel: 2.3 items per order

The six products are designed as a routine — they are better together and the brand's own marketing outside Amazon says so. On Amazon each one lived as an isolated detail page whose only cross-sell was Amazon's carousel of competitors' products.

The brand store existed, had been built once at launch, and received four thousand visits a month because nothing pointed at it. All advertising ran to individual ASINs, which meant every dollar bought at most one product and handed the cross-sell opportunity to the algorithm.

We gave the routine a place to live and sent traffic to it.

• Store rebuilt around the routine — a page per use case (morning, whitening, sensitivity) rather than a grid of products.
• Sponsored Brands pointed at the store for broad and category terms, where a shopper is exploring rather than deciding.
• Cross-references inside the detail pages — A+ comparison modules showing where each product sits in the routine.
• Bundles for the two most common pairs, so the intent the store creates has a one-click destination.

Items per order went from 1.3 to 2.3, and revenue grew 83% to $231k a month.

Store visits grew almost tenfold once advertising actually pointed there, and Sponsored Brands went from a token 9% of spend to 38% because every test showed the store-directed traffic producing a larger basket. The routine the brand had always sold in its own marketing is finally the thing Amazon shoppers see.