WD - 40 Amazon
Listing Optimization
Objectives
Through high-quality, on-brand infographics, WD-40 engaged Proton Effect to enhance its Amazon product detail pages (PDPs). The objective was threefold:
- Visually communicate complex product features in a consumer-friendly format
- Ensure design consistency across multiple SKUs and sub-brands
- Support sales by improving product comprehension and purchase confidence
Amazon users rely heavily on images to make buying decisions. For a legacy brand like WD-40, this presented both an opportunity and a challenge to translate technical product features into compelling visual content that stood out on a crowded digital shelf.
Solution
We approached the project as more than just graphic design. This was a strategic content transformation exercise, where success depended on balancing branding, clarity, compliance, and e-commerce performance.
We delivered a full suite of optimized infographic designs explicitly tailored for Amazon’s environment.
Infographic Templates: Developed a modular design system that ensured visual consistency while remaining flexible for product-specific adjustments.
Feature Rewriting: Simplified and restructured key product features to be Amazon-appropriate, consumer-readable, and brand-approved.
Visual Enhancements:
- Integrated product-in-use imagery, where relevant
- Repositioned logos (e.g., WD-40 Shield) for consistency
- Adjusted backgrounds to enhance product context
Design Compliance: We ensured visuals followed Amazon’s best practices, clean, mobile-friendly, text-light, and visually punchy.
Multi-SKU Rollout: Applied the design system across various product types, including:
- MUP Spray Applicator
- MUP EZ-REACH
- Seasonal SKUs
- Specialist line (Dry Lube, Contact Cleaner, Penetrant, Gel Lube, White Lithium)
- 2000 Flushes sub-brand
Results
By applying e-commerce UX thinking, brand governance, and scalable design frameworks, we helped WD-40 elevate its digital shelf presence, meeting the demands of today’s Amazon shopper without compromising the brand’s integrity.
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Unified Brand Presence
Consistent brand presence delivered cohesive visual assets across product lines, strengthening WD-40’s Amazon brand presence.
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Clear Product Storytelling
Improved product clarity and visual storytelling enhanced the customer’s ability to quickly understand product use cases and benefits, which is critical on Amazon, where first impressions count.
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Scalable Design System
Streamlined workflow created reusable templates and design logic that now serve as a scalable asset system for future updates and regional variations.
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Improved Buyer Confidence
Enhanced purchase confidence due to optimized PDP visuals increased product comprehension, reducing buyer hesitation and building trust.