🥊 Homepage takeover VS Top of Search Domination 🥊
Unwell has officially launched on Amazon.

✅ Decent store
✅ Strong homepage takeover with Alex Cooper

❌ Poorly optimized listing
❌ No search placements
❌ No "New and Notable" badging

This launch feels rushed and sloppy.

Why invest in a homepage takeover if you aren't going to support the visibility elsewhere? I have yet to spot a single sponsored product ad or sponsored brand ad.

Unwell is MAXIMIZING visibility on the homepage, which isn't cheap, but their lack of investment elsewhere is like lighting all of that money on fire.

Why didn't they lean into the New and Notable program that we saw yesterday?
Are they utilizing DSP / AMC to at least capture the audience that is viewing due to the homepage placements?

Why are they not investing in search to drive conversions.

All brand, no performance :(

Compared to the Crest launch we reviewed yesterday, I give this a 2/10.