Snuggledown® Amazon Brand Store

I led the strategy, UX and creative direction for the redesigned Snuggledown® Amazon Brand Store. As a premium bedding brand with higher-value products, Snuggledown® needed an elevated digital experience that communicated quality, craftsmanship and comfort while making the range easy to understand and shop.

Challenge

Snuggledown offers premium natural-filled and synthetic bedding across duvets, pillows, toppers and protectors. With products positioned at higher price points, the store needed to build confidence in the materials, construction and comfort benefits behind each purchase.

Approach

I reorganised the customer journey around product categories, filling materials and relevant shopping needs. A modular, mobile-first design system brought together premium lifestyle imagery, informative product content and clear pathways into key collections.

The visual direction focused on warmth, quality and understated luxury, while the UX helped customers compare products and understand the value behind Snuggledown’s higher-priced ranges.

Solution

The redesigned store introduced:

• Clear navigation across duvets, pillows, toppers and protectors

• Dedicated journeys for premium natural-filled bedding

• Customer-led duvet finder pages

• Stronger communication of materials, quality and comfort

• Consistent visual storytelling across desktop and mobile

• Modular sections for launches and seasonal campaigns

This created a more cohesive and scalable Amazon experience, supporting premium pricing through stronger storytelling and clearer product education.

Impact

Within approximately six months of launch, the new Snuggledown Amazon Brand Store recorded:

• £116.7K in Amazon-attributed sales

• 13.4K store visitors

• 32K page views

• 2,264 orders

• 2,630 units sold

• 74.5% new-to-store visitors

Customers viewed an average of 2.39 pages per visit, spent an average of 66 seconds in the store and generated £51.57 in sales per order. The store also recorded a 26% bounce rate.

The strong sales value per order reflects Snuggledown’s premium positioning and higher-value product mix. The five highest-performing pages generated approximately £73.7K, representing more than 63% of total store sales.

Natural pillows and natural duvets contributed approximately £17.9K combined, demonstrating the importance of clearly communicating the brand’s premium natural-filled proposition.