How to design for success on Amazon: tips from Mindful Goods CEO, Daniela Bolzmann

As one of the world’s largest online retailers, Amazon can make or break a CPG brand’s success. With so many products available and so many sellers competing for clicks and conversions, it can be challenging to cut through the noise and get noticed. That’s why it’s essential to have a solid Amazon listing design that grabs shoppers’ attention and drives them to purchase.

This post will share some tips and tricks from Daniela Bolzmann, CEO and founder of Mindful Goods, an Amazon listing agency that helps CPG brands. Daniela is also a long-time power user of PickFu and has done some amazing e-commerce videos on creative ways to use PickFu.

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The Search, Click, Buy foundation

At Mindful Goods, Daniela and her team follow the “search, click, buy” foundation for designing Amazon listings. This foundation involves getting found with SEO, getting clicks through the main image, and building compelling content that converts once shoppers land on the page.

The foundation is critical because it’s how shoppers interact with Amazon listings. They use search terms to find what they’re looking for, click on listings that stand out to them, and then make purchasing decisions based on the information presented. If any of these elements are weak or unappealing, shoppers are less likely to engage and less likely to buy.

The importance of the main image

According to Daniela, the main image is the most important element of an Amazon listing. It’s the first thing shoppers see, and it needs to grab their attention and make them want to click.

Iteration and mock-up testing

Daniela recommends two types of testing to ensure the main image is as compelling as possible. First, use PickFu to iterate on different versions of the main image and get data quickly. Second, once you have a clear winner, run an Amazon experiment to see how it performs in real-world conditions.

PickFu is a survey tool that allows sellers to test different aspects of their listings, including images, titles, descriptions, and more. With PickFu, sellers can get feedback from real shoppers and use that feedback to make data-driven decisions.

Amazon Manage Your Experiments (MYE) is another way to test and optimize listings. With Amazon MYE, sellers can run A/B tests on different elements of their listings, including main images, and see how they perform in real-world conditions.

Eye Candy

Daniela recommends using eye candy like interesting angles, callouts, and colors when designing the main image to make it stand out. Consider using renders instead of photos to ensure the label is legible, and use mock-ups to show the product in context.

Eye candy is any visual element that makes a product stand out and catch the shopper’s attention. It can be an interesting angle, a bold color, a callout, or anything else that makes the product look more appealing. Renders are computer-generated images that can be more precise and legible than photos, making them an excellent choice for listings that need to convey information quickly. Mock-ups are images showing the product in context, like on a shelf or in a home, to help shoppers visualize how it will look.

Examples of Successful Designs

To illustrate the principles of good Amazon design, Daniela shared some examples of successful listings from Mindful Goods clients.

Genius Matcha

For Genius Matcha, Mindful Goods used eye-catching, eye-candy elements like splashes of water and a close-up of the product to make it stand out. They also used a rendered box to show the product in context and aid the shopper in the buying experience.

Pop Chips

For Pop Chips, Mindful Goods used a close-up of the product with a swoosh of barbecue sauce to make it look irresistible. They also used a hard shadow and on-brand colors to make it stand out from the competition.

Non-Toxic easy-to-clean fork set

For a non-toxic, easy-to-clean fork set, Mindful Goods used a top-down flat lay angle and laid text over the image to make it clear what the product is and its top selling points. They also used an award badge on the packaging to increase click-through rates.


By following the “search, click, buy” foundation and designing compelling main images with eye-catching elements, CPG brands can stand out on Amazon and boost their conversions. With the help of tools like PickFu and Amazon experiments, it’s easier than ever to iterate on and test designs to find the most successful version.

If you’re struggling to get your Amazon listings to perform, consider partnering with a listing agency like Mindful Goods. They can help you optimize your listings for maximum visibility and conversions, so you can take your Amazon sales to the next level.

Learn more: Optimize your product listings by testing design concepts, photos, and descriptions with a target audience of likely buyers.

Justin Chen

Justin Chen is a co-founder of PickFu and serial entrepreneur of 15 years. He has a passion for creating automated technology solutions that solve problems people didn't even know existed. Justin holds a BS in Electrical Engineering and Computer Science from UC Berkeley and a MS in Engineering Management from Santa Clara University. A firm believer in remote work and work/life balance, he breaks up his work day by shuttling his two kids between school and all their various activities through Los Angeles traffic.