Amazon is a highly structured retail environment, designed to prioritise efficiency and speed. For premium whisky brands like Glenmorangie and Ardbeg, this creates a challenge in communicating heritage, craft and product nuance without overwhelming the customer or breaking platform conventions.
The task was to move beyond transactional listings and create storefront experiences that supported discovery, guided decision-making and encouraged conversion, while remaining true to each brand’s established identity. The work also needed to act as a scalable foundation for future markets and campaigns.
The project began with a focused discovery phase to align on objectives, confirm assets and understand the capabilities and constraints of Amazon Stores. This included a detailed review of platform guidelines, existing brand storefronts and product detail pages, alongside competitor analysis to inform content structure, hierarchy and tone.
Insights from this phase shaped the overall content architecture, ensuring the storefronts balanced storytelling with commercial clarity and worked effectively within Amazon’s native framework.
Homepage templates were designed for both brands using an evergreen, modular approach. The layouts were built to support structured storytelling, allowing content to be updated and extended without compromising consistency.
Content hierarchy was carefully considered, prioritising hero products, limited editions and gifting packs. This ensured the storefronts worked as both brand spaces and practical retail tools, guiding users naturally from exploration to action.
Twelve product pages were developed as dedicated conversion environments. Each page combined strong hero visuals with flavour notes, awards, comparison tables, gifting guidance and essential product information.
Behavioural principles were applied throughout, using concise microcopy and clear visual cues to reduce friction, support confidence and encourage progression through the purchase journey.
The resulting storefronts established a clear and consistent brand presence on Amazon for both Glenmorangie and Ardbeg. The work created a repeatable system that supports ongoing campaign activity, international rollout and long-term commercial performance.
By aligning brand storytelling with platform behaviour, the storefronts demonstrated how premium spirits brands can operate effectively within Amazon’s ecosystem without diluting identity or craft.
