Bringing “Off The Wall” Onto Amazon
When Mindgruve helped Vans officially launch on Amazon, I was on deck to handle all things copy. My mission? Keep the content unmistakably Vans while making sure it thrives on the highly competitive platform.
From writing PDP copy for the entire launch catalog (and following seasonal updates) to crafting Brand Store and Premium A+ content, I helped bring each style’s story to life.
Oh, and I also got to flex my playful side, writing sponsored Twitch bot messages for the 2025 Vans Warped Tour stream.
Contributions
Optimized Amazon PDP Listings
Copy Structure Guidelines
Brand Store & Premium A+ Copy
Sponsored Twitch Messages
Keyword Research
Optimized & On-Brand Amazon Product Listings
Though Vans is already a legendary brand with tons of organic pull, they needed Product Detail Page (PDP) copy that could cut through the noise and help them reach new audiences.
I developed a scalable copy system that ensured each PDP was rich in SEO, told a cohesive story, touched on all the technical details, and remained easy for chatbots to parse—without straying from that classic laid-back Vans attitude.
Here’s a quick look at the dozens of styles published so far in 2025. Visit Vans’ Amazon Brand Store to explore their full product catalog.
Vans Warped Tour Twitch Bot Copy
The 2025 Vans Warped Tour kicked off right as Vans went live on Amazon. So, I wrote some sponsored Twitch bot copy to help turn chatters into shoppers—because it’s always a good time for a new pair of concert kicks.
Brand Store & Premium A+ Copy
I worked closely with the Mindgruve design team as they built Vans’ Brand Store and A+ content, adding strategic copy where needed to enhance storytelling, highlight key features, and keep everything on-brand.