Why Off-Amazon Creative Might Be Failing on Amazon

This pattern has been observed across dozens of brands. For example, a Meta ad campaign might show strong engagement, TikTok content could be going viral, and click-through rates may be healthy. However, when reviewing the Amazon data, conversions are often flat. Therefore, the traffic is successfully coming through, but it is not translating into sales.

What’s going wrong?

The core problem is nearly always the creative aspect. To be more precise, the issue lies in using the wrong type of creative for a specific platform. There is a fundamental difference between content designed to capture attention and content designed to achieve conversions.

On social platforms such as Meta and TikTok, success depends entirely on stopping the user from scrolling. A brand has mere milliseconds to generate curiosity, stand out, and encourage a click. the focus is on fast-paced visuals, emotionally engaging storytelling, and following trends that grab attention. However, Amazon is an entirely different environment.

Shoppers on Amazon are already in the mindset to purchase. They are not browsing for entertainment; instead, they are actively comparing different products, checking customer reviews, scanning delivery dates, and assessing value. Their mindset is transactional. As a result, the content needs to facilitate their decision-making process.

What is observed too often is that brands copy and paste their social media creative directly into their Amazon listings, placing it in image stacks or A+ modules, without considering the context. For instance, on Meta, a lifestyle image may have performed very well. Yet, when used on Amazon, that same image might obscure vital product features or fail to answer a customer’s crucial buying questions. At Market Rocket, we work backwards from the product detail page. Every asset we design is created to support conversion.

We ask:

What objections does the shopper still have when they land?

What questions are stopping them from buying now?

What needs to be front and centre within the first few seconds?

The approach is based on understanding actual shopping behaviour. Therefore, it is important to lead with clear, benefit-driven messaging. Trust signals should be surfaced early, and USPs must be highlighted immediately. Critically, the flow must be optimised for mobile users.

For instance, consider a brand that uses stunning lifestyle photography from a Meta campaign. The visuals were premium, and the branding was beautiful. However, the functional benefits were not visible until the fifth image. The content was completely restructured. The strategy was to lead with problem-solution messaging. This meant surfacing key benefits right at the top. Social proof was also incorporated, and the comparison points were simplified.

The outcome was a 27% increase in conversion rate. Importantly, there was no change in traffic. This success was purely down to better creativity and being built specifically for the platform. Ultimately, the issue is not a conflict between brand and performance. Instead, it is about ensuring the content aligns with the customer’s intent. What performs well on one platform will not automatically succeed on another, especially when the customer’s mindset is different. If a company is driving traffic to its Amazon listings but experiencing weak conversion rates, the issue may not lie with the media used. The problem could lie with the content itself.

Market Rocket assists companies in rethinking their Amazon creative. The goal is always to meet the customer’s needs at that critical moment and drive conversion.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.