🚨 The baby category taught me something I think about on every single project w
By Daniela Anavitarte Bolzmann ⚡ · May 13, 2026 · Curated by George's Blog
🚨 The baby category taught me something I think about on every single project we take on.
We were running a voice of customer report for a client — pulling reviews not just from their own listing, but from every competitor in the category. The goal was to find what shoppers were actually saying versus what brands were actually saying back to them.
And the gap was significant.
Every competitor was talking about the product. Features, materials, safety certifications, size. All the things a brand thinks matter.
But when you read the reviews — the real ones, from real parents at 3am who haven't slept in weeks — one thing kept coming up that almost nobody was addressing in their creative.
Parents weren't buying the product. They were buying sleep. Their baby sleeping longer. Themselves sleeping longer. That was the outcome they were desperate for. And our client was one of the only brands in the category where reviewers were actually reporting it worked — where parents were leaving comments with specific hours, specific nights, specific relief.
That's the kind of insight that doesn't come from a brand brief. It comes from listening to the people who already bought.
We built the entire creative direction around that one finding. Not around the product. Around the outcome the shopper was already telling us they wanted.
That's what a voice of customer report does when you use it right. It doesn't just tell you what people like. It tells you what they're really buying — and whether your listing is saying it back to them.
If your Amazon creative is built on what your brand wants to say instead of what your shopper needs to hear, that's the gap worth closing first.
You can't know everything your ideal shopper wants to see in a listing to convert. Even we can't. That's what tools are for. Some tools are non-negotiable — VOC.ai is one of them.
Save this for your next listing audit.
Watch the full breakdown in the comments 👇