Tommee Tippee Amazon Case Study: Global Brand Catalog Management

Brandwoven evaluated Tommee Tippee’s current variation structures for shoppability and conversion. When we look at variations, we want to include as many products under a single variation as possible to make it easy for the customer to shop – giving them options to purchase by color, size, or pack size.

We also worked with Mayborn’s Global marketing team to advise on Amazon A+ Content and listing image creative enhancements.

What made this engagement unique:

• Tommee Tippee is a global brand with UK-first creative and terminology and a US growth goal
• Large SKU count with complex variation families
• Strict brand governance requiring a consultative (not production-first) creative process

Inconsistent Variation Structures

Tommee Tippee pacifiers, bottles, cups, and kits were split or otherwise mixed incorrectly when there were opportunities for many of these styles to be in a single variation family. This variation mix-up created:

• Fragmented reviews
• Lower sessions per SKU vs. consolidated variation pages
• Poor browse and filter experiences for parents who shop by age or their child’s growing stage

Lack of Clarity in Amazon Virtual Bundles

Tommee Tippee gift sets and virtual bundles drove confusion: Amazon product detail pages didn’t clearly show what’s included or the age/stage fit. Pricing value wasn’t obvious and existing Amazon listing images didn’t map to parent needs (e.g., newborn vs. 6+ months). This invited returns and suppressed conversion.

Amazon Creative Governance: Tommee Tippee Listing Image Assets

As a global brand, Mayborn maintains strict creative controls. Early on, the US team couldn’t publish new visuals without alignment to global marketing guidelines. We needed a consultative approach to guide new Tomme Tippee listing image assets that met Amazon best practices and brand rules.

We approached Amazon copywriting with how US parents searched and decided on products, grounded in keyword volume and common-sense phrasing.

Our Process:

1. Keyword research: Analysis across pacifiers, bottles, and cups to identify high-intent US terms for Tommee Tippee’s target audience (e.g., “anti-colic bottle” and “toddler cups 1–3”).
2. Title & bullet rewrites: Structured for scannability and SEO, we led with age/stage and key benefits (e.g., breast-like nipple, anti-colic venting, and leak-proof spouts).
3. Description refreshes: Clear, benefit-driven Amazon copywriting with concise explanations of technical features for new parents.
4. Backend keywords: We filled unused backend fields with non-indexed terms, misspellings, and Spanish translations within character limits to widen product reach.

Our goal was to meet parents where they were: on mobile devices, short on time, and searching by problem or stage.

Parents loved Tommee Tippee’s gift sets and virtual bundles, but their corresponding Amazon product detail pages weren’t making these offers obvious. We addressed two levers: the offer and the storytelling.

1. Amazon gift sets (physical kits): We clarified how each Tommee Tippee set mapped to a stage or use-case (e.g., Newborn Feeding or Anti-Colic Essentials).
2. Virtual bundles: We identified common cross-purchases and built bundles that saved time for parents and increased AOV for the global Amazon brand.

Storytelling upgrades we made:

• “What’s Included” image: For 8 gift sets and 6 virtual bundles, we upgraded Tommee Tippee’s Amazon listing images to show every item in the box, with callouts and quantities. Our team created text overlays to ensure shopper clarity and showcase value (e.g., “X-piece set” where appropriate).
• Age/Stage badges: Prominent, consistent age staging in Amazon listing image carousels 2-3 to help reduce returns.

Clarifying the value and contents of our gift sets gave parents the confidence to purchase higher-priced items and increase AOV. This visual and structural overhaul acted as a primary driver behind our >4x increase in YTD Shipped COGS for the top 3 ASINs.

We operationalized Tommee Tippee’s UK assortment for the Amazon US marketplace using Brandwoven’s operationalized CPG new item checklist:

1. PIM & compliance
   1. Export only required fields to speed client completion
   2. Accurately capture GS1 certificates and case pack dimensions
   3. Create ASINs in Amazon & sync PIM to maintain accuracy
2. SEO & Copywriting
   1. Keyword research for US terms and high-intent phrases
   2. Titles, bullets, and descriptions built for US parents
   3. Backend keywords (including Spanish) to capture incremental traffic
3. Variation plan
   1. Decide standalone vs. attach to existing parent products
   2. Update PIM variation view and submit to Amazon
4. Creative
   1. Update listing images to ensure stage clarity with “what’s included” callouts
5. Measurement & Advertising plan
   1. Hand off finalized listings to our marketing team for launching supportive campaigns
   2. Recommend Sponsored Ads strategy and budgets tied to keyword research and share-of-voice tracking
   3. Track KPIs in Pacvue with a goal of increasing sessions, glance views, and conversions

This checklist gave Tommee Tippee a realistic path to bring winning UK products to US parents faster, cleaner, and with conversion in mind from the beginning.

Performance Outcomes:

• >4x Increase in YTD Shipped COGS for the Top 3 ASINs
• 26% Increase in Cups YTD Ordered Product Sales
• 17.24% YTD Pacifiers Conversion Rate

Catalog & Operational Milestones:

• 6 Amazon virtual bundles optimized
• 14 gift sets & virtual bundles updated with new Amazon listing images and/or overlays for Tommee Tippee
• 14 ASINs variated into existing parents
• 28+ Amazon cases submitted to successfully clean up variations and attach virtual bundles
• Search-led terminology pushed live across high-priority Tommee Tippee Amazon product detail pages (e.g., pacifier/nipple/toddler cups 1–3).