80% of Amazon shopping happens on mobile. But most brands still build listings l
By Daniel Tejada 🚀 · May 19, 2026 · Curated by George's Blog
80% of Amazon shopping happens on mobile.
But most brands still build listings like people are reading on desktop.
I audited Fire Department Coffee recently and the fundamentals are solid:
1. Strong founder story
2. Real emotional connection
3. Loyal customer base
4. Six-figure monthly amazon revenue
The issue? The image stacks are trying to communicate too much at once.
In a TikTok-first world, your listing should read like a storyboard not a run-on sentence.
One image with one takeaway.
That's it.
And here's the real opportunity:
Almost all of their rankings are branded terms.
Meaning shoppers already know Fire Department Coffee before they ever land on Amazon.
But 69% of Amazon searches don't include a brand name.
"ground coffee"
"dark roast coffee"
"decaf ground coffee"
That's where the growth is.
Fire Department Coffee has 0.3% market penetration in ground coffee at around $100k/month.
The brand is strong, and the ceiling is visibility.
If I took over the account tomorrow:
1. Simplify the image stacks for mobile. Keep the story, break it into digestible pieces.
2. Aggressively A/B test creative with Amazon Experiments.
3. Build visibility on non-branded searches where most shoppers actually live.
This is a visibility + conversion opportunity.
Luke, Matt, and Tim a lot is already clicking, I just think there's more juice to squeeze here. Let's chat 🚀
#amazonadvertising #firedepartmentcoffee #ecommerce 🚀