Initial Situation

The client provided a product that at first glance seemed like a regular shovel in a highly competitive category.
On Amazon, there is a large number of similar products in this category, often from strong brands, where the price is the main deciding factor.

However, the product was not ordinary – it was an innovative solution that reduced pressure during work and minimized the amount of soil turned.
This added value was not immediately noticeable.

Identified Opportunity

The biggest challenge was to clearly and quickly communicate that the product:

• is not among typical commodity shovels,

• provides a real functional benefit to the user,

• addresses a specific problem in working with soil.

We knew that without strong visual processing, the product would blend in with the competition.

Solution and Implementation

We processed the product as a premium solution within a generic category.
We created complete visuals that explained step by step:

• how the product is different,

• what problem it solves,

• why it has higher value for the customer than traditional shovels.

We emphasized details, comparisons, and practical applications in the visuals, so the customer immediately understood the difference.
The product received more time and attention than standard listings – and this proved to be key.

Result

The product successfully distinguished itself from the competition and was able to thrive even in a heavily occupied category.
In the long term, it achieves:

• nearly €12,000 in monthly revenue,

• position #1 New Release in the category,

• competes with brands like Fiskars.

Even after the season ends, the product remains a valuable asset for the client.
For us, this case study is proof that a well-handled content can turn a commodity into a product with added value.