Case study
MaCare Male Urinal Bottle
A urinal bottle is a product people need and do not want to look at. The listing had to explain capacity, grip and a leak-proof lid clearly, and speak to patients, carers, drivers and campers without ever being clinical or a joke.
- Client
- MaCare
- Channel
- Amazon
- Year
- 2024
- Deliverables
- Shoot, listing images, infographics, A+ content, video
- Launch
- Sold out within its first week
- Product photography
- Listing images
- Infographics
- A+ content
- Product video
- Listing copy
MaCare's urinal bottle is a practical product with an awkward listing problem. The people who buy it are patients, carers, older people with reduced mobility, wheelchair users, long-distance drivers and campers, and most of them would rather not dwell on the page. The brief: explain the product clearly and kindly, and make it easy to buy for someone else.
What an Amazon listing actually has to do
An Amazon product page is a fixed frame. The brand does not choose the layout; it chooses what goes into seven or eight image slots, one main image on pure white, the bullet points, the A+ content (Amazon's name for Enhanced Brand Content) that runs further down the page, and a short video. Every one of those slots has rules: the main image must be the product alone on white, text overlays are banned from it, images must be at least 1000px on the long side for zoom to work, and A+ modules come in fixed sizes.
Inside those rules the job is to answer, in the order a shopper scrolls, the four questions that decide a purchase: what is it, is it the right size, what is it made of, and what will I use it for. A listing that answers them with pictures converts; one that makes the shopper read the bullets to find out usually does not.
Tone
Every frame is shot as you would shoot a well-made bottle: dark ground, careful light, a hand for scale. Coloured liquid shows how it is used and where the markings are without making the page uncomfortable. The copy names the uses plainly and once.
The features that sell it
Four things decide the purchase: capacity (1000ml), grip (an ergonomic handle for weaker hands), the lid (a leak-proof screw cap on a tether) and the glow-in-the-dark cap that charges in daylight. Each has its own image, in that order.
Widening the market
The A+ content moves the product from the medical aisle to everyday situations: road trips, traffic, camping, wheelchair users. That is what lets one listing serve a carer, a patient and a trucker.
Launch
Supported by PPC, the listing became a top-rated item and sold out within its first week.
Film & Photo
MaCare, product photography and video
A clinical object shot like a considered one: the handle, the cap, the grip in a hand, and coloured liquid to show the markings without being literal.
The shoot treats the bottle as a well-made object rather than a medical one: dark ground, side light along the ergonomic handle, close-ups of the screw cap. The in-hand frames use blue and green liquid as well as yellow, so the measurement markings and the grip are shown honestly without the page becoming uncomfortable to scroll.
Visual Communication
MaCare, infographics and A+ content
Capacity, grip, a leak-proof lid and a cap that glows in the dark, then the people it's for: patients, wheelchair users, drivers and campers.
The infographics carry the facts a buyer cannot see in a photo: 1000ml capacity, the ergonomic grip, a 100% leak-proof screw lid, and a cap that charges in daylight and glows at night so it can be found without turning a light on.
The A+ content then widens who the product is for. Hospital and home care first, then wheelchair users, long road trips, traffic and camping, each shown as a normal situation rather than a medical one. That framing is what lets a carer buy it for someone else without embarrassment.
One team, from identity to intelligence.
Brand, software, AI, and growth from a single team, not separate vendors. That is why the positioning, the copy, the site and the data model on this project agree with each other.
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