Episode Number:

92

October 26, 2026

In this episode of The eCom Growth Show, Danan Coleman sits down with Corina Haro, co-founder of Salto Innovation and creator of StorySell™, to unpack what makes Amazon listing content convert. Corina explains why beautiful creative is not enough: every image, headline, and A+ Content module should help a shopper make a buying decision.

Meet Corina: The Strategist Behind Buyer-First Amazon Content

Corina Haro is an engineer with a master’s in marketing, co-founder of Salto Innovation, and creator of StorySell™. Since 2019, Corina and her sister Fabiana have helped more than 500 brands improve their Amazon presence by connecting customer insight, strategic messaging, creative direction, and testing.

Her work starts with a simple question: Why would this person choose this product over the alternatives?

That buyer-first thinking became the StorySell™ method, a process for turning customer research into a connected sales journey from the main image through the gallery, copy, and A+ Content.

Your Amazon Listing Is a Sales Journey, Not a Collection of Images

A common mistake brands make is treating each part of the listing as a separate task. One person creates the hero image, another writes the bullets, and another builds A+ Content. The result may look polished, but it does not always tell a clear story.

Corina’s approach is to make every element work together.

  • The main image earns the click.
  • The gallery helps shoppers understand the product and its value.
  • The copy addresses questions, objections, and practical details.
  • A+ Content reinforces the story and gives buyers confidence.
  • Ongoing testing shows what is actually helping people convert.
Big Idea: A listing should guide shoppers from “What is this?” to “Why is this right for me?” to “I’m ready to buy.”

Start With the Buyer Before You Start Designing

Before choosing colors, creating graphics, or writing feature callouts, brands need to understand the person on the other side of the screen.

Corina encourages sellers to look beyond basic demographics and learn what a buyer is trying to accomplish, what frustrates them, what they have already tried, and what could make them hesitate before purchasing.

A buyer persona should help answer questions such as:

  • What problem is this customer actively trying to solve?
  • What outcome do they hope the product will give them?
  • What concerns could stop them from buying?
  • What alternatives are they comparing it with?
  • What language do they use when describing their needs?
Smart Move: Do not build content around what your product does alone. Build it around what the buyer wants to achieve.

Features Do Not Differentiate a Product, Meaning Does

In competitive Amazon categories, many products can appear similar on paper. They may have comparable materials, dimensions, functions, or price points. Simply listing features will not always give a shopper a reason to choose one brand over another.

That is where narrative angle matters.

A strong narrative angle connects the product’s features to a meaningful benefit, outcome, or identity that resonates with the intended buyer. Instead of saying only what the product includes, the listing explains why that detail matters in the customer’s life.

For example, a product may technically solve the same problem as its competitors, but the strongest message may center on convenience, confidence, comfort, control, routine, or a specific kind of result.

Takeaway: The goal is not to make the product sound different. The goal is to make the reason to choose it feel clear and relevant.

The Main Image Is the Entrance to the Funnel

The Amazon main image is often the first opportunity a product has to win attention. Shoppers are viewing it beside many competing listings, often on a small screen and with limited time to decide where to click.

Corina describes the hero image as the entrance to the funnel. It has one job: earn the click.

That means it deserves more than a one-time design decision. Brands should keep examining whether their main image is clear, competitive, and easy to understand at a glance.

A strong main image helps shoppers quickly recognize:

  • What the product is.
  • What is included.
  • Who it may be for.
  • How it compares visually with nearby alternatives.
  • Whether it feels credible, clear, and worth investigating.

The product still needs to follow Amazon’s image requirements, but within those requirements, composition, packaging visibility, scale, differentiation, and clarity can make a meaningful difference.

Key Move: Treat the main image as a conversion lever, not a final checkbox before launch.

Use the Gallery to Earn the Purchase

Once a shopper clicks, the rest of the listing has to do the work the main image cannot. The image gallery should not repeat the same visual idea six or seven times. It should answer the questions that move the shopper closer to a decision.

Each image needs a purpose within the sales journey.

One image might establish the main outcome. Another might clarify how the product works. A comparison image could address why the product stands apart. A lifestyle image can help the shopper picture the product in use. A detail image can remove a practical objection around sizing, ingredients, materials, compatibility, or setup.

Corina’s StorySell™ method brings those pieces together so the shopper receives a connected message rather than a collection of disconnected claims.

Actionable Insight: Before approving an image, ask: “What question does this answer, and what decision does it help the shopper make?”

Shopper Research Turns Assumptions Into Better Creative Decisions

Brands can become very attached to their own ideas. They know the product deeply, have strong opinions about the brand, and may assume they understand what will persuade a buyer. But the buyer may care about something else entirely.

Corina emphasizes the value of shopper surveys and preference testing before and after launching creative. Research can reveal what people notice first, what language they respond to, what concerns are still unresolved, and what they actually value in the category.

Useful research does not stop at asking which design looks best. Better questions get to the decision behind the preference:

  • What would make you choose this product?
  • What would make you hesitate?
  • What information is missing?
  • What is most important when comparing products in this category?
  • What promise or benefit feels most relevant to you?
  • What would you need to believe before purchasing?
Pro Tip: Ask buyers why they would choose a version of the listing, not just which version they like. Preference without context does not tell you what to improve.

Test, Learn, and Keep Refining

Amazon content is not a one-and-done asset. Buyer expectations change, competitors change, and the market gives brands new information over time.

Corina’s approach is rooted in continuous learning. Testing can challenge the assumptions behind a listing and show whether a main image, message, creative concept, or content sequence is actually helping the brand connect with shoppers.

The most useful process is disciplined:

  • Start with a clear hypothesis.
  • Identify the one message or element you want to test.
  • Gather buyer feedback or performance data.
  • Learn what the result says about the shopper.
  • Apply that learning to the next iteration.
Insight: Great creative is not only visually strong. It is informed by customer behavior and improved through evidence.

Every Element Should Move the Shopper Closer to Yes

The central message of Corina’s work is simple: every element of Amazon content should help the shopper get closer to making a purchase decision.

That does not mean overwhelming the listing with more words, more graphics, or more claims. It means being deliberate. The listing should create clarity, build confidence, answer objections, and show the customer why the product fits their needs.

For Amazon sellers, this is a more useful standard than asking whether a listing “looks good.” The better question is whether the content is helping the right shopper understand, trust, and choose the product.

Connect With Corina Haro:

Final Thoughts

Better Amazon listing content starts long before the design process. It starts with understanding the buyer, the decision they are trying to make, and the reason they should choose your product over every other option on the results page.

The main image may earn the click, but the full listing has to earn the purchase. When the gallery, copy, A+ Content, customer insights, and testing all work together, brands can create a product story that does more than look polished, it converts.

Stay tuned for more episodes of The eCom Growth Show, where we break down the buyer insights, creative strategy, and conversion decisions that help ecommerce brands turn more Amazon clicks into confident purchases.