L’Artisan Canine: A Full Amazon Refresh
L’Artisan Canine Barkerie Biscuits give your favorite dog the simple, fresh-baked flavor of the boulangerie. Founded in France and baked in the USA, they offer pet parents clean ingredients, simple recipes, and a wonderful crunch that keeps dogs begging.
The brand had a good product and beautiful photography, but wanted its Amazon presence to work as hard as both. I started with a creative audit, then rebuilt the creative across all nine listings: new listing images, product page copy, A+ content, and a Brand Store. I also got my hands dirty in Seller Central to build it all, start the A/B tests, and get everything live.
One line from my notebook ended up leading the whole thing: all the crunch, none of the fillers. On top of copy that sells the product more clearly and directly, an updated color system that sets each flavor apart was central to the brand’s new look on Amazon.
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Before changing anything, I reviewed the brand’s full Amazon presence: listing images, titles and bullets, A+ content, and the storefront. The audit laid out what was working, where shoppers were likely getting lost, and what to fix first, and it became the plan for everything that followed.
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I wrote new product page copy for all nine listings, with titles and bullets built on fresh keyword research. I also wrote the copy for every listing image, the A+ modules, and the Brand Store, so the product reads the same way wherever a shopper lands.
I focused on new, evocative “reasons to buy” that honed in on features mentioned in positive reviews — like a fresh-baked crunch, simple ingredients, and easy portioning.
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Using the brand’s existing assets and brand styles, I set the visual direction for the refresh. This included a color system that gives each flavor its own look while keeping the family together. From there I designed the listing images, A+ content, and Brand Store pages. All of the updated creative was built in Figma and handed over as organized, layered source files, so the brand can keep building on it.
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I uploaded the new creative and copy in Seller Central myself and saw it through to live. I also set up A/B tests on the listings, so changes roll out with data behind them instead of all at once.
Amazon Storefront Optimization
Originally, L’Artisan’s brand storefront lacked “Add to Cart” buttons and a clear focus on helping dog owners find their pup’s favorite flavor. The new update focuses on being easy to shop and conversion-optimized, while clearly differentiating the flavors available.
As usual, it all started on paper
I use a variety of tools. While I love working with Figma and AI tools for research, ideation, and digital grunt-work — every idea starts on paper. There’s just something about “going analog” that helps me hone in on the real, human truth of a product or brand.