Arteza's Amazon Era

In 2018, most brands treated Amazon as a place to list products. Arteza treated it as a flagship, and handed Hubert's team the keys to run every product page, storefront, and A+ build across 750+ SKUs.

Background

Arteza launched in 2016 as a bootstrapped DTC art supply brand built entirely on Amazon FBA, growing to over 2 million customers before closing a $24M Series A with Volition Capital in November 2019. Hubert led the brand's Amazon strategy, communications, and creative direction end-to-end, overseeing 100% of its presence with a team of one Interactive Art Director and one SDE. The scope covered every PDP, every A+ content build, and every platform strategy decision across a catalog of 750+ SKUs.

The details

• The remit included helping coordinate Amazon's intricate seller experience for a fast-scaling brand that posted 7,551% three-year growth and reached #32 on the 2020 Inc. 5000.
• Arteza was an early adopter of Premium A+ Content, using full-bleed video loops, hover-hotspots, and comparison carousels to turn its storefront into a digital flagship.
• Instead of treating each ASIN as a standalone PDP, Arteza optimized 750+ SKUs into connected product families that made discovery and comparison easier.
• Arteza adopted an early full-bleed shoppable video PDP on Amazon, custom-built by Hubert’s team, and delivered $8.57 ROAS.
• Competitors like Prismacolor and Winsor & Newton were still using Amazon as a static catalog. Arteza used richer PDP and storefront experiences to meet shoppers earlier in their search journey.

Why it matters

Most brands in 2018 treated Amazon as a place to list products. Arteza saw the PDP as a more powerful surface: part storefront, part education tool, part conversion engine. That shift helped the brand use Amazon differently from the rest of the category.