All work
Thames & Kosmos
Sales from the store home page, with dwell time up 25%
+50%
Sales from the home page
+25%
Dwell time
+9%
Sales per visitor
Overview
Thames & Kosmos sells science kits, puzzles and games across a wide and seasonal catalogue, and its Amazon Brand Store was not helping shoppers find their way through it. Toucan rebuilt the store around a clearer UI and navigation, so customers can discover games and products more easily and reach a purchase with fewer dead ends.
Challenge
What stood in the way
- A home page that presented the catalogue as a grid rather than a route through it.
- A wide, seasonal range, from science kits and EXIT games to jigsaws and advent calendars, all competing for the same attention.
- No clear hierarchy between hero products, new releases and the evergreen catalogue.
- Shoppers bouncing before they reached the sub-category pages where the depth sits.
- Brand storytelling doing little work alongside the product listings.
Approach
What we did about it
- Rebuilding the home page around a lead hero banner, a shoppable product row and clear category entry points.
- A category navigation that surfaces the range, from new releases and EXIT games to advent calendars, jigsaws and robots, from the top of the page.
- Adding brand storytelling and lifestyle content between the product blocks to hold attention on the way down.
Outcome
What changed
+50%
Sales from the home page
+25%
Dwell time
+9%
Sales per visitor
Jun–Jul
2026 measurement window
Measured June against July 2026, sales attributed to the store home page rose 50%, sales per visitor rose 9% and dwell time rose 25%. The store now does the job of a shop front rather than a catalogue dump: shoppers stay longer, move deeper into the range, and convert more of the traffic the brand is already paying to bring in.
More results
