Good morning,
Hereās what youāll find in todayās DTC:
šø Tips to optimize your Amazon listing. We take a close look at how these two popular jewelry brands showcase their product images.
š©³ Learn how Chubbies beat the performance marketing trap and built a lasting brand. Ā
ā Andā¦Trump eliminates the de minimis exemption. Learn how this will impact SMBs below.
Youāre reading this newsletter along with new subscribers from: Eversure, Tailgate Classics, and Salad And Go. š
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š” Hey Harper vs. Kendra Scottās Image Listings
This week we're going to take a close look at two Amazon product listings from Hey Harper and Kendra Scott.
Both are popular jewelry brands in the online space but have different approaches to showcasing their product on Amazon.
For today, let's evaluate their listing images.
Hero images are one of the most important parts of creating an Amazon listing. Think of it as your first impression with customers.
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What we love about each Amazon listing:
ā Kendra Scott's product listing images do a fantastic job of showcasing the earrings. The image is zoomed in, and the details are easy to see.
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ā Hey Harper features a nice mix of images and videos (lifestyle shots, product detail shots, etc.) and does a good job of highlighting key USPs like its waterproof product and lifetime color promise.
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Pilothouse Tips
To take these listings to the next level, Pilothouseās Amazon team recommends that Kendra Scott add more images to its carousel and incorporate text that speaks to its USPs for first-time customers.
Currently, Kendra Scottās supporting images donāt include any selling points, forcing the customer to read the bullets to try and glean more information about their earrings.
While Hey Harper's images are nice, the leading image is rather small in the frame.
Zooming in on the image and increasing the size of the text overlays on the other images will make it easier to view on desktop and mobile.
Next week we'll review their A+ content! Ā Ā
ā” No More Missed ConnectionsāHereās A Little Help To Catch Shoppers At Just The Right Moment
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ā„ļø NRF Predicts Record Valentineās Day Spending
The National Retail Federation predicts that consumers will spend a record $27.5 billion to celebrate Valentineās Day, up from $25.8 billion in 2024.
As with last year, consumers cite that their top shopping destination is online.
š§ How to Build a Brand That Outlasts Performance Marketing Tactics with Preston Rutherford
Chubbies became a DTC legend by selling proper-length shorts and a brand identity people loved.
But behind the scenes, Preston Rutherford and his team had to fight against the short-term addiction of Meta ads that almost ran the company into the ground.
In this podcast, we cover:
If youāre running a DTC brand and struggling with rising customer acquisition costs and shrinking margins, this episode is a must-listen.
š You can listen to the full episode with Preston here.
š IN THE SOCIAL SPHERE
This week, Trump closed the āde minimisā loophole, which allows retailers to import small shipments (under $800) into the U.S. without tariffs.
What this means: Chinese retailers like Shein and Temu will be impacted by the change and also over 25% of Shopify Plus stores, putting cash flow pressure on SMBs.
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ā” QUICK HITS
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š„ Got a B2B Biz?
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Have you heard our latest podcasts?
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Donāt forget to rate the DTC Podcast on Apple (āļøāļøāļøāļøāļø)
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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