Amazon Basics is one of Amazon's flagship private brands, offering products in categories ranging from home and kitchen to bed, bath, pet, electronics and more. As you read this, there's probably a 50/50 chance you have some Amazon Basics batteries sitting in a drawer at home.

 

As a member of the Creative Design team I lead the strategy, creation, and implementation of the Amazon Basics brand voice across all touch points, including marketing, on-site, packaging, and more.

 

I also work with AI tools to scale copy development across our tens of thousands of products, but as the old adage goes:

"AI spreadsheets do not a compelling portfolio make." So instead, here are some fun headlines I've written that showcase Amazon's "Charm & Disarm" brand voice.