We designed scalable Amazon storefronts for Glenmorangie and Ardbeg that drive conversion and bring each product's story to life using behavioural insights and structured storytelling.
Driving force
The Glenmorangie Company is a Scottish whisky maker known for its smooth, fruity Highland single malts. Founded in 1843, it’s part of the LVMH group and also owns the Islay distillery Ardbeg.
The Glenmorangie Company aimed to elevate Amazon UK Stores for Glenmorangie and Ardbeg, boosting glance views and conversion rates. The project prioritised brand storytelling over transactional listings, creating memorable experiences that inspire action. Glenmorangie led the initiative as a scalable blueprint for future global rollout.
Understanding the capabilities of Amazon
The project commenced with discovery phase alignment and asset confirmation. This involved comprehensive Amazon Stores exploration, understanding platform capabilities and guidelines to inform content architecture. A thorough audit examined existing brand stores and product pages, with competitor research informing copy, structure, and layout recommendations.
Creating a scalable, behavioural-focused set of templates
Homepage templates were designed for both brands using an evergreen, modular approach. Glenmorangie's template reflected elevated elegance through refined imagery and structured content flow, whilst Ardbeg incorporated Scottish wit into visuals and tone. Content hierarchy prioritised hero bottles, limited editions, and gifting packs to drive conversion.
Product page conversion engines
Twelve product pages were developed as conversion engines, combining hero visuals with flavour notes, awards, comparison charts, gift recommendation and product details. The pages utilised impactful microcopy and behavioural economics.
The structure and flow from brand story to product are seamless, and the new brand world has been brought to life beautifully. You’ve pushed the boundaries in the right way and delivered exactly what we set out to achieve. This genuinely feels like the best brand store and product experience across Moët Hennessy.
Evergreen toolkit and global rollout
We delivered a comprehensive Figma toolkit with evergreen assets and modular templates for Glenmorangie and Ardbeg. Aligned with Amazon specs, it supports future campaigns, enables global rollout, and ensures consistent storytelling with flexibility for local teams.
