Avenue7Media is a full-service Amazon agency and strategic business partner that handles everything from catalog and ads to creative for its brand partners. Its creative team uses PickFu to validate listing images before they go live – settling internal design debates and, just as often, winning over clients who don't trust a new direction yet.
One example: a premium mattress topper for Dormeo. After two rounds of PickFu testing pointed the team toward a comfort-first redesign, the relaunched listing delivered:
There's so much information out there about what works on Amazon and best practices. But in the end, the consumers and buyers are the people who have the power. A tool like PickFu lets you know the reality of it. There are so many products, categories, and niches on Amazon – the more data you have to back up your strategy, the better. PickFu is an ally in that for us.
Avenue7Media runs two kinds of engagements: full-service clients, where the team manages inventory, catalog, ads, finances, and creative across their holistic 7Avenues framework, and ad hoc creative work, where they design listing assets for the client to upload themselves.
For the creative team, the hard part usually isn't making good images. It's getting people to trust them. Clients arrive with strong opinions about what looks "premium" or what will sell, and so do designers – but those instincts can occasionally be misguided or incorrect.
Jessica Almánzar, the Director of Creative at Avenue7Media, said, "Sometimes I've been amazed at what I think would work, and then what actually works when testing it… sometimes I get it wrong. This is how PickFu surprises you."
There's also the nature of Amazon itself. A listing that performs today can stall when a new competitor shows up, which is why Avenue7Media treats optimization as ongoing rather than one-and-done. "You can't just set it and forget it," Jessica says. "You have to keep looking at the data, because everything changes continuously over time."
The team's biggest use is the Amazon image deck – main images, infographics, image stacks, and video thumbnails. They test in two directions:
The workflow is collaborative. A listing specialist / graphic designer builds the creative, then a creative manager sets up the poll. When results come in, they read the votes alongside the written comments and lean on the AI summary to quickly see what shoppers liked and didn't like about each version. If the winner isn't decisive, they use the feedback to tweak the design and test again.
Where does PickFu fit in the bigger picture for Avenue7Media? Jessica treats it as the qualitative read she can get in hours, before anything ships, and pairs it with Amazon's own A/B testing tool (Manage Your Experiments) for the quantitative confirmation after launch. "In the ideal scenario, we have the PickFu data, and then we go to Amazon and run an A/B test," she says. "If we can't, PickFu is our go-to."
Dormeo is a premium international sleep brand focused on better sleep through innovation. Their patented Octaspring® Technology helps deliver comfort, support, and airflow without the "stuck" feeling of traditional memory foam. The brand is known for high-quality products designed to help customers sleep better and live better days.
Their previous mattress topper listing was getting solid traffic, but the creative wasn't pulling its weight. The visuals leaned technical, the premium value wasn't coming through, and shoppers were browsing without converting.
The Avenue7Media creative team designed a fresh set of infographics and tested them on PickFu. The first poll came back tied 50/50.
Instead of guessing, Jessica went to the comments. The audience was split between two things: shoppers who wanted a calm, lifestyle-driven feel and shoppers who wanted technical proof of the product's construction. The heavy use of orange polarized people – eye-catching to some, off-putting to others.
The team used that feedback to refine the direction, leaning into comfort-first storytelling, a calmer blue palette, and benefits over specs. The second poll wasn't close. The refreshed version won 68% to 32%.
The comments explained exactly why:
"The more blue I see on the color palette, the more calming and relaxing the product feels."
"I think the use of blue creates a calming, luxurious feel."
"I feel like this is more branded and high end seeming overall."
The Dormeo project wasn't a one-off. In another test, a client was set on showing a product's main image at an angle. Avenue7Media believed a straight-on shot – the Amazon norm – would perform better, so they ran a head-to-head.
The straight-on image won 86% to 14%.
Shoppers overwhelmingly said the head-on view made the label easier to read and looked more professional and trustworthy:
"The straight-on view feels more confident and professional to me. Easier to read the text, as well."
"Option A looks off balanced and it is harder to read the text on the label due to the weird angle."
It was a small change with a significant result, and exactly the kind of debate PickFu helps Avenue7Media resolve. "A simple detail on Amazon can make all the difference," Jessica says, "and a poll supports us in that argument."
Once the redesigned Dormeo listing went live, the team compared the 14 days before the update against the 14 days after. Same product, same traffic, new visual story:
The creative did the work. And because the direction was validated with shoppers first, the team could move forward with confidence instead of crossing their fingers.
PickFu lets you put your product images, packaging, infographics, and listing creative in front of real people in your target audience. Whether you handle Amazon in-house or work with an agency like Avenue7Media, you'll get clear, qualitative and quantitative feedback in hours – so you can make confident creative decisions before going live in a real-world environment.
Start collecting your own insights – create your free PickFu account.
Dormeo's relaunched listing, 14 days before vs. after
Same product, same traffic, new creative
Shoppers chose the comfort-first images in PickFu testing
By the time you finish reading this, your PickFu poll will already be collecting answers.
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