In this episode of Upside, Ali & Zamir sit down with Will Plant, Creative Manager at This Way Up, to unpack why design is the most underrated growth lever on Amazon and beyond. From the main image that wins the click to A+ modules that tell your story, Will shares a practical playbook for turning creative into conversions.

What’s Covered in This Episode

Design isn’t decoration—it’s performance. Will breaks down how shoppers actually buy on Amazon (hint: they scan images first), and how to build listings that meet customer needs at a glance. You’ll learn how to structure image galleries for CTR and conversion, which USPs deserve top billing, why fonts and readability matter more than you think, and how A+ content and Stores add legitimacy and lift. The crew also debates where AI helps (speed, mockups, concepting) vs. where human judgment still wins (taste, brand feel, emotional resonance). Plus: good/bad/ugly design examples, the danger of being slavishly on-brand, and why constant A/B testing beats opinion.

Key Takeaways

• Win the click with Image #1: Treat the main image as a CTR asset. Make the variant/type instantly clear (e.g., beans vs. ground; espresso vs. filter) to attract the right traffic.
• Sequence images 2–9 for conversion: Lead with your strongest USP on Image #2; map subsequent images to the customer’s search intent and benefits (not just features).
• Readable beats pretty: Use clear, large, legible fonts. If it can’t be read in half a second on mobile, it might as well not be there.
• A+ content = story + legitimacy: Use video, carousels, and comparison charts (vs competitor or across your range). It’s prime real estate for education and brand trust.
• Store strategy: It’s the only Amazon space without competitor noise. Build sub-pages around customer needs, not just categories, and route ads accordingly. Put best-sellers first.
• Design for mobile first: Most Amazon browsing happens on phones; optimize font sizes, spacing, and image cropping accordingly.
• Brand ≠ sacred on marketplaces: Rigid guidelines (e.g., “no text on images”) can hurt conversion. Adapt the brand system for the e-commerce context—then A/B test relentlessly.
• AI is a co-pilot, not a replacement: Great for speeding up visuals and comps; humans still set taste, narrative, and emotional cues.
• Emotional connection matters: Use perspective, context, and small storytelling cues to make benefits felt, not just stated.
• Common pitfalls: Walls of text, tiny copy, unclear hierarchy, and ignoring order of images—all reduce conversion.