Amazon case study
iMgadgets on Amazon
Scooters, e-bikes, strollers and home fitness on Amazon.ca.
Scooters, e-bikes, strollers and home fitness on Amazon.ca.
iMgadgets sells electric scooters and e-bikes under Gyrocopters, home fitness under IMFit, home office under IMHome and baby gear under IMLoved. Each category shops differently on Amazon: a scooter buyer compares range, speed and safety certification, a parent compares fold size and suspension, and a home gym buyer wants to know how fast the weights change.
I ran the Amazon business hands-on in Canada, alongside the Shopify store and five other marketplaces: listings, compliance, images, A+ content, the Brand Store, advertising, deals and launches, with one set of product content kept consistent everywhere.
Scooters and e-bikes are regulated products on Amazon, so a listing is only as good as its paperwork. I set up and maintained the catalogue with GTIN and GS1 compliance, and handled the battery and hazmat documentation that keeps lithium-battery products live.
New products went up through bulk upload templates with complete variations and attributes, and listing quality was tracked alongside search ranking and share of voice so problems were caught before they cost sales.
Each category needed its own keyword map. Scooter and e-bike shoppers search by speed, range, motor power and certification, so titles and bullets led with UL2272 and UL2849 safety, top speed and range. Fitness and baby gear buyers search by use, so those listings led with the problem they solve.
Backend search terms covered the synonyms and long-tail phrases, and listings were updated as search and conversion data came in.
Every hero product got a full image stack: a clean main image on white, then infographics for specs, safety certifications, app features and dimensions, and lifestyle images that show who the product is for.
Product photography and video were produced in-house, which kept the look consistent across Gyrocopters, IMFit, IMHome and IMLoved and let new launches go live with complete image sets.
I built A+ content for the hero products: brand modules that explain the technology and safety standards, lifestyle panels, and comparison charts that walk a shopper from one model to the next.
For scooters and e-bikes the comparison charts did real work, showing range, speed, battery and weight side by side so shoppers could pick the right model without leaving the page.
The iMgadgets Brand Store brought four brands together in one place, with navigation by category so a shopper who landed on a scooter could find the e-bikes, and a parent could find the stroller range without searching again.
The store was refreshed for launches and seasonal promotions, and it was the landing page for Sponsored Brands campaigns.
I managed Amazon Advertising end to end: Sponsored Products across the catalogue, Sponsored Brands pointing to the Brand Store, keyword targeting, bids and budgets, with six-figure annual budgets reallocated against ROAS and cost per acquisition targets.
Deals, coupons and Lightning Deals were timed to stock levels and the promotional calendar, so ad spend and discounts pushed in the same direction.
I led the electric scooter launches across Amazon and the website, owning positioning and go-to-market, and grew one scooter into a best seller in its category. New products went into Amazon Vine for early reviews, and product and review videos went onto the listings so shoppers could see the scooters and e-bikes in use.
Reviews were read closely and fed back into the listings, so recurring questions became new images and bullets.
I built dashboards in Google Analytics and Looker Studio that put Amazon next to the website, email and paid media, and used them with sales, operations and leadership for forecasting, inventory planning and pricing.
Competitive price monitoring ran alongside, so price changes and deals were set against what the category was doing.
From compliance and listings to images, ads and launches, I build Amazon channels that keep every brand in the catalogue selling.
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