Us Weekly commerce Strategy
In 2025, I generated $5M in Amazon sales through email and onsite lightboxes. The majority of this growth came in Q3.
Here’s how I achieved it.
Amazon Prime Day
Amazon Prime Day
Delivered $2.3M in sales, accounting for 68% of Us Weekly’s non-boosted revenue.
Strategy in Action
Our team’s total sales grew 174% between October 2024 and July 2025. This growth was driven by four key initiatives. Here’s what I implemented differently:
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Implemented a 2-week lead-up with a JavaScript countdown timer embedded in the overlay, driving a 30% lift in the final 24-hour push for both the pre-sale and the main sale.
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I used the Spring Sale as an opportunity to identify key shopping interest segments within our user base. After pinpointing the top four product categories, I created true segmentation by leveraging our CDP (BlueConic) for ranking and our EMS (Sailthru) for targeted eblast distribution with product-specific selections.
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During the 2-week lead-up, I tested five visual variants. One highlighted Amazon’s Lightning Deals by featuring the highest markdown products directly on our site. This revealed a clear connection between user engagement and sales performance.
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With support from Blake Morgan, we set up RSS feeds in Google Script that pulled Amazon deals into a Google Sheet, which then integrated with Sailthru to distribute daily deals across 30+ campaigns and brands.