tommy bahama
AMAZON BRAND STORE, BRAND STORY, & A+ PREMIUM CONTENT
OVERVIEW
Tommy Bahama is a premium lifestyle brand that celebrates relaxed island living, offering premium bedding, sleepwear, home goods, and accessories through their Amazon platform.
Our team manages Tommy Bahama’s Amazon brand store and story, overseeing the brand’s digital presence across all product categories. In close collaboration with their marketing manager and licensees, we ensure that every category is showcased effectively, the brand aesthetic remains consistent, and updates are executed seamlessly. Through strategic management and enhanced content creation, I help elevate the brand’s presence on Amazon, drive traffic and conversions, and strengthen relationships with licensee partners.
ROLE
Lead Designer
September 2024 - Present
DURATION
The Product
Amazon Brand Store: Summer 2025
Amazon Brand Story: Bedding
Amazon A+ Premium Content: Bedding
Background
Our team manages the Tommy Bahama Amazon Brand Store, keeping it fresh and aligned with the brand’s identity each season. Beyond updates and creative work, I track monthly performance metrics to see what’s resonating with shoppers and identify opportunities to improve. The goal is to make the brand feel consistent, inspiring, and easy to navigate online — giving customers a seamless experience, just like in-store.
On top of managing Tommy Bahama’s overall store, I also help create custom content for key licensees, such as Revman, who runs the bedding category. This means designing A+ premium content, seasonal visuals, and category-specific brand stories that fit seamlessly with the Tommy Bahama lifestyle. By tailoring the experience for different categories, I help make sure customers not only find what they’re looking for but also enjoy the experience along the way.
BRAND STORE
The Challenge
I joined the Tommy Bahama team in the latter half of 2024 to help manage their Amazon Brand Store, and I quickly noticed that the existing store didn’t fully reflect the brand’s premium, relaxed-lifestyle identity. The layout felt disjointed, with outdated visuals and widgets that sometimes pulled in products that weren’t part of the Tommy Bahama line.
The overall experience didn’t highlight the full range of categories or tell a cohesive brand story. This presented an opportunity to rethink the store from a product and customer experience perspective, updating it to better reflect the brand, guide shoppers intuitively, and showcase each category in a way that felt consistent and engaging.
To address these issues, we started by identifying the key goals for both users and the business.
USER GOALS
Explore the full product range without feeling overwhelmed
Understand the brand’s lifestyle and story
Feel confident in the authenticity and quality of the products
Navigate the store without confusion or frustration
Discover seasonal or bestseller products intuitively
BUSINESS GOALS
Increase traffic and engagement on the brand store
Boost conversions and sales across all product categories
Maintain a cohesive, on-brand visual identity
Highlight licensed partners effectively
Improve discoverability of seasonal or featured products
Reduce errors like incorrect products appearing in the store
Design Approach
Since the old version of the store was already live and in dire need of an update, we had to work under tight deadlines. I started with the tactical adjustments such as standardized spacing, buttons, and layout elements to create a more cohesive and visually balanced experience. All content was updated to meet accessibility standards, ensuring the store is usable for all shoppers. I also replaced outdated widgets and removed products that didn’t belong to the brand.
After making these updates, I worked closely with Tommy Bahama’s senior marketing manager to determine the optimal placement of each category based on seasonal priorities. This refresh was timed for Q3, Tommy Bahama’s highest-performing quarter, when summertime and beach-focused products drive the most traffic and engagement.
Before:
After:
Impact
The Q3 refresh led to measurable improvements across the Tommy Bahama Brand Store. Year-over-year, sales attributed to the brand store grew by 20.5%, visits increased by 11.2%, and average time spent on pages rose by 15.8%. These gains reflect how the updated layout, refreshed content, and clearer category storytelling helped shoppers navigate the store more intuitively, discover seasonal and licensed products, and engage more deeply with the brand experience.
SALES
+20.5%
YOY
VISITS
+11.2%
YOY
DWELL TIME
+15.8%
YOY
A+ PREMIUM CONTENT
Design Approach
I also led the design and content development for Revman, the official licensee partner for Tommy Bahama bedding. This called for updated A+ premium content that utilized more interactive elements and a bedding-specific brand story. A+ content and brand stories are the content that lives below the fold on a product detail page on Amazon.
Since this was for bedding specifically, I researched their top competitors on Amazon to understand what made their product pages engaging — from imagery and layout to how they told their brand story.
Before:
After:
Impact
Elevated the online shopping experience by creating cohesive A+ Premium modules with lifestyle imagery and brand storytelling
Strengthened brand consistency across Amazon listings through on-brand visuals and copy
Enhanced product presentation to better communicate material quality, design details, and brand heritage
Supported improved consumer engagement and conversion potential through strategic visual hierarchy and content flow
Optimized A+ layouts for readability and mobile performance to enhance the customer journey
Supported cross-merchandising to other product sub-categories for a more cohesive shopping experience