Instant Pot Brands: Rebranding at Scale for Amazon Growth
GROWTH IN UNITS SOLD
GROWTH IN UNITS SOLD FOR HERO PRODUCT
The Brief
Instant Pot Brands, the global company behind the iconic Instant Pot, approached Venture Forge to deliver a full content overhaul across their Amazon storefront and product listings.
With a refreshed visual brand language and a growing product catalogue, they identified Amazon content as a critical area for improvement - and sought support for their internal Amazon team to roll these changes out across Europe.
The brief was centred around three commercial priorities:
- Improve product visibility and conversion rates across Amazon
- Align listings with the brand’s new creative direction
- Expand reach and consistency across five key EU marketplaces
The ask was not just to improve the look and feel. It was to create performance led content that would scale, convert and free up internal teams to focus on strategy.
INCREASE IN GLANCE VIEWS
LISTINGS OPTIMISED
Our Approach
Working alongside Instant Pot Brands Head of E-Commerce, our team began with a UK focused pilot, optimising 10 listings with new product copy, benefit led bullet points, enhanced A Plus content and branded infographics.
From there, the strategy scaled quickly: (CHANGE PHASING)
- Phase 1: 10 UK listings
- Phase 2: additional SKUs in 4 EU regions
- Phase 3: final refinements and full EU project completion
We applied a best practice localisation model, translating and tailoring content for Germany, France, Italy and Spain. All assets were developed to reflect Instant Pot Brands’ updated identity while meeting the functional and emotional needs of busy Amazon shoppers.
A new Amazon Storefront was designed in parallel, combining strong visual storytelling with an intuitive layout that aligned perfectly with the brand’s retail ambitions.
MARKETPLACE ROLLOUTS
client satisfaction
Our Results
Our content strategy was built to convert, and the performance data proved its commercial value.
Across the optimised listings in the UK from January to June 2025 versus the previous year:
- +20% increase in product visibility (Glance Views)
- +15% increase in units sold
- +12% increase in customer conversion rate
One standout product delivered a +197% uplift in glance views and +379% growth in units sold, with no increase in advertising spend.
Venture Forge delivered exactly what we needed. Strategic content at scale, executed quickly and to a high standard. Their team became a seamless extension of ours, helping us roll out consistent, high performing content across five markets. We are excited for the future and seeing what additional successes we can achieve together with Venture Forge.
