The Brief
Amazon is a critical sales channel for Tech21, and the storefront is often the first point of contact a customer has with the brand in that environment. The existing storefront had accumulated a number of issues over time, such as branding inconsistencies, a navigation structure that didn’t reflect the full product range, unclear content hierarchy and a page architecture that made every new product launch more work than it needed to be.
The redesign set out to solve all of these problems while also taking cues from what the best-performing storefronts across both direct and indirect competitors were doing well.
Research & Competitor Analysis
Before auditing Tech21’s own storefront, I conducted extensive research into how other brands use their Amazon presence. Direct competitors, including Otterbox, Spigen and Mous were reviewed across both UK and US storefronts. Indirect competitors with highly regarded Amazon stores such as Stanley, Reebok, Godiva, Lego and Lenovo were also analysed in depth, covering homepage UX, page and navigation structure, brand identity, tone and descriptiveness.
The research was structured as a formal competitive audit, evaluating each storefront across consistent criteria, including first impressions on desktop and mobile, interaction and user flow, visual design and content quality. Key takeaways informed the direction of the redesign: the best storefronts combined clear category navigation with strong brand identity, used a mix of imagery and product listings without overwhelming the user, and were built in a way that made ongoing maintenance manageable.
Storefront Audit
With the competitor research complete, I audited Tech21’s existing storefront against those benchmarks. Five key issues emerged:
Branding
Fonts and styling on the Amazon pages were inconsistent with the rest of the Tech21 ecosystem. Some pages still used the old Neumatic typeface, including the iPhone 16 range page and a homepage video, which undermined the sense of a coherent brand.
Navigation
Previously, the navigation did not follow a conventional structure, which could confuse or frustrate users. It was difficult to find the product you are looking for immediately, and this can result in customers abandoning the storefront. Looking at these menus, it is not immediately obvious that we sell products for iPad, MacBook or AirPods. It also does not make clear how extensive our ranges for Google & Samsung are (whether we include other brand tablets or technology accessories). Even when you enter a nested menu (such as Apple), there are still some confusing/inconsistent elements. For example, the iPhone 15 range is being broken into separate links, but the 14 ranges bundled into one. It is also unclear what the difference is between ‘iPhone’ and the other iPhone links.
Hierarchy
The hierarchy of the pages was a bit unclear; there wasn’t much structure or story as you scroll down the pages, and it looked quite disjointed. For example, on the homepage, EvoCrystal for iPhone 16 is above the Apple iPhone collection block, which seems counterintuitive and may cause us to lose customers if they cannot find what they’re looking for quickly enough.
Showcase
The previous Amazon pages didn’t show off or explain our product ranges well enough. In the sense that looking at the homepage, you can see Samsung S25 content placed across the first few sections, then EvoCrystal for iPhone, and then ’Apple’, ‘Samsung’ & ‘Google’ ranges. However, this does not show the range of products we cater for, i.e. users may get confused and think we only do phone cases, or that we do cases for tablets outside of iPad, as we haven’t specified or made it clear what our exact ranges are.
It also seems a bit confusing that we only highlight one range of product (EvoCrystal) on the homepage and have no mention of any others. This could frustrate users as they will be unsure of our exact product lineup and if we have what they need, leading to an increase in abandonment from the storefront.
Maintenance
Due to the way the homepage, collection pages & navigation were laid out, updating the storefront made for a tedious task. Mainly because with every new Apple & Samsung launch, many components such as the top-level navigation will need to be updated, and then the previous years’ phones will need to go into the second/third level of the navigation.
Not only this but for the iPhone page, it showcases only 3 ranges for iPhone 16, which not only limits what products users will buy, but also if this structure was to be followed for each release, then we would need to create a banner for the ranges for the next Apple release, and as time goes on the branding on these may become obsolete and we would need to update them again to match any new branding.
The Redesign
Branding
The new design brings Tech21’s Amazon presence fully in line with the brand’s current visual identity, including updated typography, consistent imagery style and on-brand video content replacing any legacy assets. The goal was that a customer moving between the Tech21 website and Amazon storefront would immediately recognise they were in the same brand environment.
Navigation
The redesigned navigation is modelled directly on the Tech21 website structure, so users benefit from familiarity even if they’ve never shopped on the Amazon storefront before. The top-level menu is clearly organised by device category, and nested menus are consistent in their logic. Newer models receive full model-level listings; older ranges are grouped at the series level. The full scope of Tech21’s product range is immediately visible from the navigation, eliminating any ambiguity about which devices are covered.
While the nested menu is longer than before, it is significantly clearer; there is no guesswork involved in finding the right product page.
Hierarchy & Showcase
The new page hierarchy follows a clear, logical structure, the products are categorised by device type, with the most popular categories (iPhone) given the highest prominence. Rather than having individual product ranges scattered across the page, users are directed to device-specific pages where they can see the full range of protection available for their model.
This approach also makes the breadth of Tech21’s product range far more visible. A customer landing on the storefront can immediately understand that Tech21 covers phones, tablets, laptops and accessories across multiple manufacturers rather than having to scroll through an inconsistent mix of content to piece that picture together.
Maintenance & Scaleability
One of the core goals of the redesign was to make the storefront easier to maintain going forward. The new top-level navigation structure is designed to remain stable. New phone releases slot into their existing manufacturer and series categories without requiring structural changes to the nav itself. Collection pages are designed so new products can be added at the top rather than requiring a new page to be built each time.
This was a deliberate design decision informed by the audit findings. The previous structure created a compounding maintenance burden with every product launch cycle, and the new architecture eliminates that.
Email Templates
The email template redesign introduced a Figma-first approach to email production, building reusable content blocks in Figma and exporting them as images, rather than constructing everything inside the email platform (Ometria). This gave far greater flexibility over design, image crops, sizing and layout without the constraints of the email builder.
Five core templates were designed to cover the full range of campaign types from single product launches to multi-product edits and editorial content. Each template is built around a consistent set of reusable blocks: a hero image (GIF or static), a main copy block with CTA, and a signoff section. Layered on top of that are interchangeable components: 50/50 image and copy cards, image grids, KSP callout sections and bundle/offer signoff blocks.
The image grid was a new addition, previously unused in Tech21 emails, allowing multiple products or features to be shown in a compact, visually engaging format without extending the length of the email. The KSP callout section, similarly introduced from the site redesign, brings consistency of messaging across digital touchpoints and helps reinforce the brand’s product credentials in every send.
The signoff blocks were designed with two variants: one promoting the bundle and save offer for standard sends, and an alternate version for discount or sale campaigns where the bundle offer cannot be included.
