What Better Amazon Listings Are Worth?
As Fanvil’s authorized reseller and channel partner, EpicRise rebuilt 30 Amazon listings in five days: keyword strategy, titles and copy, a new image stack, A+ Content, product video, and the Brand Story module.
30 optimized listings. One month. Impressions up 391%, orders tripled, conversion nearly doubled, with no added ad spend.
The Brief
Fanvil makes enterprise-grade SIP hardware: desk phones, hotel IP systems, video intercoms, conference units, ruggedized handsets. It sells to hospitality, healthcare, and enterprise IT teams in more than 100 countries. The hardware competes on merit. The Amazon listings did not. They carried manufacturer stock images, spec-heavy bullets, and titles that were never built for search, and traffic that should have converted wasn’t.
The mandate we were given was short: fix the listings, at scale, fast.
Dedicated Listing Management
We run listing work in house, with copy strategists, keyword researchers, graphic designers, and video producers on one team. For Fanvil that team took 30 SKUs in five days: three days on images, two on A+ Content.
Keyword Research & Competitive Analysis
We audited every Fanvil category before writing a word, mapping high-intent search terms and the gaps where the catalog wasn’t ranking. The keyword strategy came out of what buyers actually type, not what the spec sheet says.
Title & Copy Rewrite
Every title was rebuilt benefit-first, keyword-rich, and structured for A9. The bullets moved away from manufacturer spec language toward copy that leads with use-case fit, reliability, and compatibility, which is what a buyer is actually deciding on.
Listing Image Optimization
Stock images came out and a purpose-built stack went in for each SKU. Lifestyle shots place the product in its real setting: a corporate desk, a hotel guest room, a logistics staging area. Then annotated feature call-outs, dimension and mounting diagrams, and compatibility highlights. Every frame was built to help the buyer say yes.
A+ Content Design
We treated A+ Content as a brand experience rather than a second spec sheet. Four module types carried it:
Brand trust anchor. Establishing Fanvil's global credibility and channel reliability
Feature storytelling panels. Translating technical specs into buyer-meaningful benefits
Cross-product comparison chart. Helping buyers self-select the right model from the lineup
Integration and compatibility highlights. 3CX, Asterisk, Broadsoft, Yeastar and other PBX platforms buyers already run
360° Product Video
For flagship SKUs we produced short-form video covering unboxing, setup flow, and the features that matter. On Amazon, video is one of the highest-impact conversion tools there is, especially for technical hardware where a buyer wants to see build quality, interface, and form factor before committing to a business-critical purchase.
Brand Story
Last, we built the Brand Story module, the carousel that sits under every listing and carries a shopper from one SKU into the rest of the catalog. Series cards group the lineup the way buyers shop it, so someone who landed on a single desk phone sees the X and i families, the award record, and Fanvil’s positioning without leaving the page.
The Results
One month after the new listings went live, every metric had moved. None of it came from ads; there was no additional ad spend at all.
The listings now work as hard as the products do. Where Fanvil’s hardware once sat buried beneath better-presented competitors, the refreshed catalog turns organic search traffic into qualified buying intent, and buying intent into revenue.
“We didn’t expect results this fast. EpicRise took the time to really learn our products, and the listings finally look the way the hardware deserves.””
Who This Is For
The Fanvil result isn’t unique to Fanvil. We see the same pattern across B2B hardware: strong products, under-performing listings. Poor listing quality suppresses organic rank, reduces click-through, and converts at a fraction of what the product deserves. A brand shipping to Amazon without investing in listing content is paying fulfillment costs to stay invisible.
It works best for brands that recognize themselves in any of these:
Deep specs, thin visuals. Technical hardware with strong products and weak listings.
International origin, under-localized content. Factory-authored listings tend to be accurate and commercially inert. North American buyers need more than that to commit.
In stock, not converting. The logistics work, but the listing isn’t selling.
A professional buyer audience. IT managers, procurement leads, and integrators who must be convinced and justify the spend upward.
Listings that show genuine product understanding close deals that spec sheets can’t.
Beyond listing management, EpicRise also provides:
Ready to See What We Could Do for You?
We work with a select group of manufacturers as an operational extension of the brand, not just a reseller. If your products are strong and your Amazon presence isn’t keeping up, let’s talk.
