Unlocking Amazon Success: Creative Strategies & Testing Secrets
Amazon Creative, Conversion & Testing: A Q&A with Daniela from Mindful Goods
In a recent episode of Amazon Profitability Problem: Solved podcast, I sat down with Daniela Anavitarte Bolzmann from Mindful Goods -an Amazon creative agency specialising in brand-led, conversion-focused design.
We share our expert insights on optimizing Amazon listings, creative strategies, the importance of localising your listings to the country marketplace, and testing process to boost Amazon profitability.
tell me about Mindful Goods. How did you build the agency and why did you niche into creative?
Daniela:
I started Mindful Goods around eight years ago. In the early days, we were full-service — ads, chatbots, landing pages, growth hacking.
But after a few years, I realised we were creating completely custom strategies for every client. It wasn’t scalable. More importantly, I didn’t want to be average at everything. I wanted to master one thing.
When you look at Amazon, there are three core pillars:
Logistics, pricing and supply
Traffic (advertising)
Conversion (creative + SEO)
Both traffic and conversion must work. But creative is what fills my cup — and it’s where we saw the biggest opportunity to move the needle.
We work primarily with brand-led DTC businesses — the type building long-term assets, often with retail ambitions. Branding matters deeply to them. And on Amazon, branding must be executed differently to Shopify.
Website Creative and Amazon Creative Require Different Strategies
Daniela:
This is one of the biggest mistakes we see.
A brand will invest heavily in Shopify creatives. They look beautiful. Then they upload them to Amazon — without adjusting for SEO or marketplace behaviour.
We worked with a supplement brand selling Sea Moss. It was trending. They were doing fantastic numbers on Shopify.
They launched on Amazon… and got no sales and they could not work out why
When we audited the listing, the issue was obvious:
No Amazon-specific keyword integration
No “show and tell” imagery
No structured messaging
Their images were pretty. But they didn’t explain anything.
We rebuilt the copy and creative to be Amazon-first — integrating SEO, benefits, and function into every image.
Within 30 days, sales increased by around 600%.
Same product. Different execution.
The Single Biggest Creative Mistake Costing Brands Profitability
Daniela:
Copy-pasting from Shopify is the first mistake.
The second is trying to compete with low-cost sellers by cutting creative corners.
I see brands go against Chinese sellers and try to “keep costs low” by using cheap freelancers. But often there’s no creative strategy — just design execution.
A designer can make something look good.
But without:
competitive analysis
keyword data
PPC data
review mining
customer psychology
…it won’t convert properly. The missing piece in most listings isn’t design. It’s strategy.
Why Localisation Is Critical for International Amazon Growth
Daniela:
This is where I’ve learned so much from you, actually.
There are nuances that aren’t obvious unless you live in that market.
For example, with pet brands:
The most common dog breeds differ by country.
Home and garden aesthetics differ.
Even the “feel” of lifestyle imagery can feel off if it’s not local.
If the imagery doesn’t feel relatable, it creates distance. And distance reduces trust.
When budgets are tight, you can mitigate this by:
Avoiding overly specific environmental cues
Zooming in rather than showing large, location-specific homes
Pre-vetting models for broader market resonance
But ideally, you go through the creative strategy process again for each major market.
Testing on Amazon: What to Prioritise for Maximum Impact
Daniela:
Testing is critical. And it doesn’t have to be overwhelming.
If I had to prioritise:
1. Title testing (use Amazon Experiments)
High impact. Low lift.
We’ve seen significant gains just from restructuring and keyword optimising titles.
2. Main image testing
This is your click-through lever.
We:
Generate multiple concepts (often using AI for rapid ideation)
Test in PickFu first
Then push winning variants into Amazon Experiments
Even as agency owners, we’re often wrong about what will win.
Data beats ego.
3. Product image stack + A+ testing
This is where marginal gains live.
If you’re already performing well, this is how you level up.
One key mindset shift:
You don’t need to “beat” the category leader in a poll.
You need to improve your own baseline.
If you move from 5 votes to 15 votes in a competitive test, you’ve improved your commercial position. That’s a win.
Why Prioritising PPC Over Creative Is a Profitability Mistake
Daniela:
Absolutely.
Brands will spend thousands on advertising.
But if the creative doesn’t convert, you’re just paying to bring people into a room where nothing closes.
Advertising gets people in the room.
Creative gets them to add to cart.
If you double conversion rate, your ads become more profitable overnight — without increasing spend.
The First Image Drives Clicks — The Rest of the Page Drives Revenue
Daniela:
It’s important — but it’s not the only lever.
We’ve proven through testing that A+ content and full image stacks can materially impact performance too.
The first image gets the click.
The rest of the page gets the sale.
The Real Takeaway
I really enjoyed chatting to Daniela about creative strategy and conversion rate optimisation on Amazon.
What it reinforced - again, is how often conversion is underestimated.
Brands will happily increase PPC budgets and push their agency for better ROAS.
But they won’t invest properly in the thing that actually gets shoppers to buy.
In my professional opinion, that’s a mistake.
Building a profitable brand on Amazon requires every element to work together:
→ Advertising & SEO for visibility
→ Conversion-optimised copy & creative to turn interest into revenue
If your ads are working but your conversion rate isn’t strong enough, you’re simply paying more for the same outcome.
And that’s where margin disappears.
Amazon is a performance marketplace. Visibility gets you in the game. Conversion is what makes it commercially viable.
At ZEAL Agency LTD, we manage PPC, SEO and CRO together for a reason.
They are not separate levers.
If the creative isn’t structured properly:
– ads become expensive
– organic rank stalls
– TACOS creeps up
– scaling feels harder than it should
If traffic is increasing but profit isn’t, it’s rarely just the ads.
It’s the listing.
The messaging.
The hierarchy.
The localisation.
The testing discipline.
When that foundation is right, everything else improves.
PPC becomes more efficient.
Organic compounds more steadily.
Margin strengthens without chasing volume.
That’s not theory. It’s what we see in accounts every week.
And that’s the difference between selling on Amazon and building something properly profitable.
If you’d like to explore how we partner with brands, you can book a discovery call here:
https://calendly.com/emmaamazon1/discovery-call
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The latest episode of the Amazon Profitability Problem: Solved podcast can be found here
