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Slice: Turning an Amazon presence into a sales channel
Slice had a genuinely distinctive range of cutting tools. Its ceramic blades offered a safer alternative to conventional steel blades, with practical advantages including durability and resistance to rust. The products had a strong story to tell.
But that story wasn’t coming through on Amazon.
Slice was already selling on the platform and investing in advertising, but sales remained relatively low. Product listings typically featured just one or two images, while titles, bullet points and descriptions hadn’t been developed around the way customers were actually searching for safety knives and cutting tools
There was no A+ content and no Amazon Brand Store to help shoppers explore the wider range. Advertising was also placing Slice in direct competition with established trade-knife brands, rather than concentrating initially on areas where its distinctive proposition could work harder.
Previous activity had focused largely on driving traffic through advertising. We saw a broader opportunity: improve how Slice was found, strengthen what shoppers saw when they arrived and make it much easier to understand why these products were different.
The challenge wasn’t simply to bring more people to the listings. It was to give more of the right people a compelling reason to buy.
Making the product difference easy to understand
We started by researching how customers were actually searching for safety knives and cutting tools on Amazon, using established keyword research tools to identify relevant search terms and buying intent.
That insight informed the way we reworked the listings.
Product titles were rewritten to reflect the language customers were using, while bullet points focused more clearly on the benefits that made each tool useful and distinctive. We also developed keyword-rich product descriptions to improve relevance for Amazon search and give shoppers more detail where they wanted it.
But copy was only part of the job.
Slice had a genuinely interesting product story. Its ceramic blades were designed with a finger-friendly safety grind, combining effective cutting performance with a safer edge. They were also hard wearing, rust-free and chemically inert, while some products went further using micro-blades with minimal blade exposure.
Those advantages needed to be understood quickly.
We created a much stronger set of product imagery for each listing, combining clear product photography with feature and benefit messaging. This allowed shoppers to understand important differences without having to work through long blocks of copy.
We also introduced lifestyle photography to show the tools being used in realistic situations. Depending on the product, this included warehouses, offices, DIY and craft environments, with packaging opening featuring heavily across the range.
The aim wasn’t simply to make the listings look better. It was to make it easier for shoppers to recognise where a product fitted into their own lives and understand why Slice offered something different from a conventional cutting tool.
Finally, we created A+ content across the product portfolio, giving us more space to explain the technology, reinforce key benefits and present Slice as a coherent brand rather than a collection of individual listings.
"They've helped us grow our business on Amazon massively. They've always been there when we need them, and always made everything look perfect.”
Harry DaltonUK Sales Manager, Slice
Creating a store around the shopper
The same customer-led thinking shaped the new Amazon Brand Store.
Slice had a broad range of cutting tools, suitable for very different people and applications. Rather than expecting shoppers to understand the product range before they arrived, we organised the store around the reason they might need a cutting tool in the first place.
We created three main routes into the range: Art & Craft, Workplace and Household.
Each route was then divided again around more specific users and applications:
- Art & Craft: Arts, Crafts, Sewing & Embroidery, and Designers
- Workplace: Trades, Warehouse & Logistics, Manufacturing, and Office
- Household: DIY, Kitchen, Crafts, and Children (the latter featuring scissors and selected micro-blade products that provided safer options for craft activities with children.)
This gave shoppers a simple way to move from “what am I trying to do?” to a much smaller selection of appropriate products.
It also allowed us to present Slice differently according to context. A warehouse operative opening packaging has different priorities from someone working on a craft project or carrying out DIY at home. The product may share the same underlying technology, but the reasons for choosing it can be very different.
Some uses deliberately appeared in more than one journey. Crafts, for example, sat within both Art & Craft and Household because shoppers could arrive at the same need from very different starting points. We structured the store around how people were likely to look for a product, rather than forcing them into a rigid product hierarchy.
Throughout the store we connected relevant products, accessories and replacement blades, making it easier for customers to find the right tool and discover related items.
Rather than creating a digital catalogue organised around Slice’s internal product structure, we created a shopping experience organised around the customer.
Building a more effective advertising strategy
Improving the listings was only part of the opportunity. We also took over the management of Slice’s Amazon advertising.
Previously, the brand had been competing for broad, highly competitive search terms against established market-leading trade-knife brands. That made it harder for Slice to gain visibility efficiently, particularly while the brand was still relatively unknown on Amazon.
We took a more focused approach.
Using our search-term research, we identified relevant long-tail searches around safety knives and cutting tools where Slice had a stronger chance of being discovered by the right customers. These terms attracted lower competition while still matching genuine shopper intent.
That allowed us to concentrate the advertising budget in areas where Slice’s distinctive proposition was particularly relevant, rather than simply paying more to compete head-on with much larger brands.
As the brand became more established and performance improved, we gradually broadened the advertising strategy to include more competitive search terms.
The result was a more joined-up approach: advertising brought relevant shoppers to Slice, while the improved listings, imagery and A+ content gave them much stronger reasons to buy once they arrived.
Turning better content into sales
Within the first six months, Slice’s Amazon sales increased by more than 1,000%.
It’s a striking figure, although one that needs some context. Sales were starting from a relatively low base. But Slice wasn’t new to Amazon. The products were already listed, the company was already investing in advertising and its account had previously been supported by another agency.
The difference was that we looked beyond advertising alone.
Search insight, product positioning, copywriting, imagery, lifestyle photography, A+ content, the Brand Store and advertising were all working towards the same goal: helping the right customers find Slice, understand what made the products different and choose the right tool for their needs.
The initial uplift wasn’t a short-lived spike either. Sales continued at the improved level and subsequently exceeded it.
For Slice, Amazon had moved from being somewhere the products were listed and promoted to a much more effective sales channel.
https://www.youtube.com/watch?v=6oTurM7gESE