Scaling an Amazon brand takes more than great products. It requires smart decisions – especially when optimizing listings, launching new products, or refining pricing and positioning.

In this customer spotlight, you’ll learn how the team at MaryRuth’s (a top vitamin and supplement brand) uses PickFu throughout their Amazon optimization process. Whether you manage a large e-commerce brand already or you’re looking to scale, these real test examples reveal practical strategies to improve your Amazon listing performance.

Not familiar with PickFu? 👉 PickFu is a consumer feedback platform that helps Amazon sellers quickly test product ideas, images, copy, and more with real people in their target audience. By running A/B tests and surveys, brands like MaryRuth’s gain data-backed insights before making changes live on Amazon.

Meet MaryRuth’s

MaryRuth Organics is a leading health and wellness brand known for its clean-label vitamins and supplements for all life stages. Founded by certified health educator and mother of four MaryRuth Ghiyam, the company emphasizes quality ingredients and transparency.

MaryRuth’s Amazon team manages hundreds of SKUs and a large e-commerce operation. In a webinar with PickFu, Senior Ecommerce & Retention Manager Monica Boretsky shared how her team uses PickFu to:

• Launch new products with confidence
• Diagnose underperforming listings
• Understand customer preferences across demographics
• Guide internal creative and copy decisions

“PickFu is helping us be more offensive than defensive. Instead of waiting for sales data after a launch, we’re getting immediate customer feedback to make faster, smarter decisions.”

Monica Boretsky

Below, we’ll break down the three primary ways MaryRuth’s uses PickFu to stay ahead on Amazon. (You can also watch the full webinar here.)

1. Launch smarter with first-impression testing

Launching a new product on Amazon can be risky – especially for niche items, such as gripe water for babies. MaryRuth’s used PickFu to evaluate first impressions of two new products: their regular Gripe Water and a Nighttime Gripe Water variant with chamomile.

“We wanted raw, honest feedback. PickFu gives us that first impression – the subconscious or conscious reaction people have when they see your product.”

Monica Boretsky, Sr. Ecommerce & Retention Manager, MaryRuth’s

Using side-by-side listing mockups and PickFu surveys, the team tested:

• Initial product understanding
• Brand appeal
• Packaging perception
• Price sensitivity

They discovered that many shoppers weren’t familiar with gripe water at all, a valuable insight that influenced their listing copy and product education. Others suggested bundling the two variants. Some gravitated toward darker packaging colors for the nighttime SKU, which subtly communicated the product’s use case.

Importantly, this wasn’t just for product validation – it was for optimization. The team used audience responses to refine copy, educate new shoppers, and ensure they were positioning the product correctly on Amazon.

Key takeaway: Testing first impressions helped MaryRuth’s identify gaps in awareness and messaging – critical for niche or low-familiarity products.

2. Optimize mid-performing SKUs with demographic data

Not every product is a best-seller – but many have the potential to be. MaryRuth’s uses PickFu to analyze “mid-driver” products: SKUs that are solid performers but could benefit from more attention.

For example, the team tested their probiotic gummies and oil of oregano across different audiences:

• Men vs. women
• Price visibility on or off
• Competing products with varying formats (capsules vs. gummies vs. liquids)

The insights were eye-opening. Male shoppers, for instance, showed more price sensitivity and were less familiar with the MaryRuth’s brand. Meanwhile, female shoppers (especially moms) responded positively to familiar packaging and premium ingredients, even at a higher price point.

These nuances helped MaryRuth’s focus their optimization efforts:

• Emphasize trust and quality to justify premium pricing
• Target the right audiences in ads and messaging
• Avoid unnecessary price changes that could hurt the brand

“We never want launch day to be the end of the cycle. With PickFu, we’re constantly checking in at 30, 60, 90 days to find ways to optimize and evolve.”

Monica Boretsky

The MaryRuth’s team is also strategic about which of their hundreds of listings to focus on when optimizing. For example, oil of oregano supplements had a viral moment on TikTok – so they updated their supplement’s listing to take advantage of the boost in traffic.

Key takeaway: Demographic filtering in PickFu reveals which segments respond best to your products, and why. That enables smarter targeting and positioning.

3. Build a testing habit with weekly insights

Testing isn’t just for launches or troubleshooting. At MaryRuth’s, PickFu testing is built into the team’s weekly workflow. They run recurring tests across SKUs to continually learn what’s resonating with their audience and ensure they stay competitive in their product category.

These insights influence:

• Product titles (e.g., “60-day supply” vs. “2-month supply”)
• Visual hierarchy in images
• Packaging choices for future products
• Which claims or benefits stand out most

Even small tweaks, like changing “only one gummy daily” to “just one gummy daily,” proved meaningful. One sounded slightly restrictive, while the other sounded effortless.

By layering these tests over time, the MaryRuth’s team avoids guesswork and builds data into their creative and marketing strategy. They even use PickFu to validate ideas before launch – getting ahead of customer objections and iterating before inventory hits the warehouse.

Key takeaway: A consistent testing habit compounds your knowledge, helping you iterate faster and smarter over time.

Key takeaway: make smarter decisions faster with PickFu

MaryRuth Organics isn’t just a popular brand – they’re a data-driven brand. Their use of PickFu reflects a commitment to:

• Making informed decisions fast
• Reducing guesswork in product marketing
• Aligning Amazon strategy with real customer insights

“PickFu validates the hypotheses we already have, and it gives us the confidence to move quickly. It’s not about guessing – it’s about clarity.”

Monica Boretsky

If you’re a scaling Amazon brand, the lesson is clear: don’t wait until sales dip to optimize. Use PickFu to test early, test often, and test with purpose.

🧡 Sign up for a free PickFu account to start testing and optimizing your product listings today!

⚡️ Check out our Template library for a collection of pre-built, discounted polls for common use cases.

FAQ

What is PickFu?
PickFu is a consumer research platform that helps you test product images, titles, packaging, pricing, and more with real people. You get fast, actionable insights to guide your e-commerce decisions.

How does PickFu help with Amazon optimization?
PickFu lets you A/B test your Amazon listing elements – like image stacks, A+ content, and bullet points – before going live or at any point in your product lifecycle. This improves clickthrough and conversion rates while reducing costly guesswork.

Is PickFu useful for smaller Amazon sellers?
Absolutely. While large brands like MaryRuth’s use PickFu extensively, the platform is also ideal for smaller sellers who want to validate ideas and designs without wasting ad spend.

Can I test product titles or formats using PickFu?
Yes! You can test everything from wording (e.g., “2-month” vs. “60-day”) to product formats (e.g., gummies vs. capsules) and much more to find what resonates most with your audience.

Does PickFu support demographic targeting?
Yes. You can filter respondents by age, gender, income, shopping habits, and over 100 traits to match your ideal customer profile.