Slumberdown® Amazon Brand Store
Creative direction and UX for Slumberdown’s Amazon Brand Store, shaped into a more premium shopping experience that generated £290K in sales and attracted 47K+ visitors in the reported period.
Year
2026
Scope
Creative Direction | UX | E-commerce | Content Strategy
Client
Slumberdown®
Duration
4 weeks + ongoing optimisation
I led the strategy, UX and creative direction for the redesigned Slumberdown® Amazon Brand Store. The intention was to create a more considered brand presence while making the full product range easier to browse, understand and shop.
Challenge
Slumberdown® offers a broad range of duvets, pillows, toppers, protectors and seasonal products. The store needed to do more than present products — it had to simplify discovery, communicate product benefits with greater clarity and support frequent launches without losing consistency or navigational ease.
Approach
I restructured the store around customer needs, product categories and shopping missions, starting with the existing journey and identifying where clarity was missing. From there, I developed a mobile-first modular system for navigation, campaign messaging, category pages and product-finder journeys.
This approach allowed the store to balance brand storytelling with conversion-led UX, while creating a flexible structure that could adapt to new product launches, seasonal activity and shifting commercial priorities.
Solution
The final store introduced:
Clearer category and product navigation
Customer-led duvet and pillow finder journeys
Consistent visual storytelling across desktop and mobile
Modular content sections for launches and seasonal campaigns
Stronger integration of brand messaging and product benefits
Together, these changes created a more cohesive Amazon presence and a scalable platform for ongoing optimisation.
Impact
In the reported period, the new Slumberdown® Amazon Brand Store delivered:
£290K in Amazon-attributed sales
47K+ store visitors
122.9K page views
11.8K orders
14.5K units sold
80% new-to-store visitors
Visitors viewed an average of 2.6 pages per visit, with an average dwell time of 58 seconds and a 27% bounce rate.
The duvet and pillow finder pages were especially effective, generating approximately £57.9K in combined sales and accounting for nearly 20% of total store sales. This demonstrated the value of customer-led navigation in helping visitors move from browsing to purchase more efficiently.
The project transformed the Slumberdown Amazon Store into a more structured, brand-led and commercially effective shopping experience — balancing visual consistency with clearer paths to product discovery.
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