Enhancing the shopping experience for Helmets on Amazon

Collaborating with our partners at OMG Commerce, we developed an Amazon content strategy to improve discoverability, educate shoppers, and reinforce Miller's leadership across its welding helmet portfolio.

Creating a Smarter, simpler Shopping Experience

The goal of this project was to create a simpler, more educational shopping experience that helped welders confidently choose the right Miller helmet for their specific needs.

Working in partnership with the team at OMG Commerce, we expanded the Amazon Brand Store with dedicated landing pages for each helmet family and developed educational category content that clearly explained the differences between helmet technologies, applications, and performance levels.

Together, we combined OMG Commerce's Amazon marketplace expertise with The Union Collaborative's strengths in messaging, content strategy, and creative development to build a shopping experience that better served both the Miller brand and its customers.

What We Created

  • Amazon Listing Optimization

    Complete optimization of product listings across the Miller helmet portfolio

    New AI-friendly product image sets optimized for Amazon's COSMO and Rufus shopping experiences

    Premium A+ Content highlighting Miller's lens technology, safety features, comfort, and product quality

    Enhanced product messaging designed to clearly differentiate Miller from competitive helmet brands

  • Amazon Storefront Optimization

    Redesigned Amazon Brand Store homepage with improved shopper navigation

    Dedicated landing pages for each helmet family to create more targeted shopping experiences

    New helmet category comparison pages explaining the differences between each product line, helping customers confidently select the right helmet for their needs

A welder wearing a protective mask with blue flames design, working on a metal piece with sparks flying in a dark workshop, with blue neon lights illuminating the background.
A collage of four images showcasing welding products and personnel. The top left features a blue Miller welding machine labeled 'Millermatic 211 PRO' with a 'Shop Now' button. The top right displays a person wearing a welding helmet with a wooden des
A worker welding wearing a helmet, gloves, and protective gear while sparks fly during a welding process.
A person welding metal with sparks flying, wearing protective gear including a helmet and gloves, with overlaid text 'Miller: The Power of Blue' and a button labeled 'About Us'.

Business impact

  • Year-Over-Year Growth

    • Consistent MOM & YOY growth in sales following launch

  • Increased shopper engagement

    • MOM Increases in site duration

    • Higher MOM impressions

  • Improved UX

    • More robust category page featuring full helmet portfolio

    • Dedicated landings for each helmet type for improved shopping and education

  • Cross Promotional Opportunities

    • Additional locations to promote welders, safety gear and accessories for higher AOV potential

Logo for OMG Ecommerce, an ecommerce marketing company, featuring blue speech bubble with 'OMG' and large blue 'ECOMMERCE' text below, with 'Ecommerce Marketing' tagline.

Collaboration with OMG Commerce

OMG Commerce has been one of our longest-standing strategic partners in the Amazon marketplace. Their deep expertise in Amazon advertising, marketplace strategy, and ecommerce growth complements our strengths in brand strategy, messaging, content development, and creative execution.

Together, we help brands build Amazon experiences that not only drive stronger performance today, but also position products for the future of AI-powered shopping.

omgcommerce.com/

A worker wearing a welding helmet and gloves welding a large blue metal pipe, with sparks flying indoors in an industrial workshop.
A person wearing a welding helmet and gloves welds a large metal pipe in an industrial setting, with sparks flying from the welding process.
A worker welding metal inside a workshop, wearing protective gear including a helmet and gloves, with sparks flying.
Two construction workers wearing helmets and safety glasses reviewing blueprints together at a construction site.
Three men in a workshop or warehouse having a conversation. One man, dressed in work gear, is wearing a helmet, gloves, and safety glasses. The second man is wearing a cap and glasses, and the third man, in a brown jacket, has a beard and is listenin
Worker welding metal with sparks flying in an industrial workshop
A man wearing safety glasses, a jacket with 'Miller' logo, welding gloves, and a safety helmet holding welding equipment while standing next to a large metal tank or pipe in an industrial setting.
A blue Miller-branded welding machine on a factory floor, with blurred motion of workers walking past in the background at night.
A welder wearing a protective helmet and gloves working on a metal frame inside a factory or workshop. Sparks are flying from the welding process, with welding equipment nearby and a wooden workspace.
Welder welding metal on a worktable, sparks flying, in a workshop, wearing protective helmet and gloves, blue lighting.

Ready to Elevate Your Amazon Brand?

Whether you're launching a new product, refreshing existing listings, or building a stronger Amazon brand experience, we'd love to collaborate on creative strategy, messaging and full funnel Amazon Creative opportunities.

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