Launching Hisense on Amazon India: From Enhanced Product Detail Pages to Brand Store
A Branding and Marketing Design Journey
IMPACT HIGHLIGHTS
3 Enhanced Product Detail Pages and 1 Brand Store
BUSINESS IMPACT
+9.8% conversions
on Hisense e-commerce (measured post-campaign)
3x Engagement
on campaign creatives
+27% organic search
within the first 3 months post-launch
MY ROLE
Conceptual development, UX/visual design, end-to-end client coordination
TEAM
Solo designer (me), 1 content writer & 2 business leads (for approvals)
TOOLS
Adobe Photoshop and Ilustrator
TIMELINE
Design and launch: May - June 2020
CONTEXT
What is A+ Content/ Enhanced Product Detail Pages (PDP) ?
Amazon Enhanced Product Detail Page/ A+ Content lets brands enrich their product detail pages which you see at the bottom of product listing with:
Rich lifestyle imagery and banners
Feature highlights and comparison charts
Brand storytelling modules
How it helps the business?
Increase product-page conversion rate by 3–10%
Build Brand Trust and Visibility
Reduce Product Returns
In this project, for Hisense’s entry into the Indian market, A+ content became the launchpad — three separate content series were designed for Hisense flag ship products Televisions, Refrigerators, and Air Conditioners. These later merged into a unified Amazon Brand Store, forming Hisense’s first big “hello” to Indian customers.
🔍 Translate technical features into consumer-friendly benefits.
🔍 Build trust and memorability as a new entrant.
THE CHALLENGE
The Ask
Create 3 distinct A+ content series for flagship products (TVs, Refrigerator, ACs).
Balance individual storytelling with global brand consistency.
Translate technical features into consumer-friendly benefits.
The Tension
IDEATION
The Big Idea: Say Hi to Amazing
Establishment of a simple and a scalable system rooted in branding and marketing.
“Hi”
From Hisense,
making the brand introduction natural and ownable.
“Amazing”
Aspirational,
a playful rhyme with Amazon, reframing features as benefits.
“Say Hi”
Symbolic,
marking Hisense’s first Amazon India campaign - literally saying hello to a new market.
Each A+ series creative opened with “Say Hi …”, tailored to the product benefit.
Exploring Typography for Creative Copy
OPTION 1
OPTION 3 (Approved)
OPTION 2
OPTION 4 (Approved)
EXECUTION
Three Enhanced Brand Content Series
📺 TVs → Space Theme 🌌
Why Space?
Watching TV is about immersion and escape. The Space theme conveyed boundless visuals and cinematic sound.
Message: Say Hi to limitless entertainment.
🧊 Refrigerators → Freshness & Ice Theme ❄️
Why Outdoors/Ice?
A fridge’s role is freshness and vitality. The Ice/Outdoor theme represented purity, cooling, and sleek design.
Message: Say Hi to everyday freshness.
🏡 Air Conditioners → Home & Family Theme
Why Home/ Family?
ACs are about comfort, health, and care. The Family theme emphasized protection and togetherness.
Message: Say Hi to comfort that cares.
Television - Enhanced Product Page Design / A+ Content Series
Refrigerator - Enhanced Product Page Design / A+ Content Series
Air Conditioner - Enhanced Product Page Design / A+ Content Series
Distinct worlds, unified by the “Say Hi” framework.
TRANSITION
Scaling to the Amazon Brand Store
What is a Brand Store?
A custom storefront on Amazon that brings all of a brand’s products together under one branded experience. Unlike A+ (product-level), the store delivers a big-picture brand journey.
Additional Brand Store Creatives
To tie the three series together, two new assets/ creatives were introduced:
Hero Banner (Unified Showcase)
Brought all categories together: Television, Refrigerator, AC, Washing Machine.
Used “Say Hi to the Amazing” + #BeAmazed as the brand-level hook.
Served as the first impression of Hisense in India, tying the three A+ series into one story.
Service & Trust Creative (Ending the story with empathy)
Built trust for first-time buyers by highlighting after-sales support.
Reinforced Hisense’s commitment beyond sales: “Caring for you is our top priority.”
The story behind #BeAmazed
At the individual level, Say Hi … framed each product benefit. But at the brand level, we needed a single hook to unify the categories:
Rhyme with Amazon
Platform-relevant and
easy to recall.
Shift to emotion
Invited customers to feel wonder, not just read specs.
Scalable
Worked across all categories, elevating the Hero Banner from a collage to a unifying brand message.
This guided shoppers from product benefits to brand trust and amazement, unifying everything into one brand identity.
HISENSE AMAZON BRAND STORE WALKTHROUGH
A complete video showcase of how the three A+ content series - TV, Refrigerator, and AC, came together into a unified Brand Store experience.
IMPACT
The campaign drove measurable results at the product level and strengthened Hisense’s brand visibility in India.
📈 +9.8% conversions
Lift in sales on Amazon product pages post-campaign.
🌍 +27% organic search
For “Hisense TV,” “Refrigerator,” and “AC” within 3 months.
🔄 100% adoption
of the Hi + #BeAmazed system in later Hisense campaigns
👀 3x higher engagement
on A+ creatives
compared to baseline content.
🏆 Premium yet approachable player
Transitioned from three A+ series to a unified Brand Store, establishing Hisense as a trusted competitor in India.
REFLECTION
This project taught me to:
Design for both category-level depth and brand-level scalability.
Balance unity vs. individuality across diverse products.
Use hashtags as UX writing tools — #BeAmazed acted like microcopy: short, contextual, emotional.
Treat A+ content as the foundation for brand storytelling, not just product decoration.