Selling the fit — not the tech at Amazon.
PRODUCT LAUNCHCOPYWRITINGVIDEO SCRIPT WRITINGSITUATIONAmazon eero was launching two Wi-Fi 7 routers simultaneously—eero 7 and eero Pro 7—requiring clear differentiation in a crowded, specs-driven category.
CHALLENGEWith nearly identical timing and overlapping features, there was a risk of confusion for customers to understand which product was right for them.
INSIGHTConsumers don’t buy Wi-Fi specs—they buy confidence in how their home wifi will perform.
STRATEGYDifferentiate through clarity, not complexity—anchoring each product in a distinct use case and benefit-driven narrative.
SOLUTIONCommunicate affordability of eero 7 without alienating budget-conscious customers, while striking a balance for eero Pro 7 as the mid-range system in the lineup. Product videos appear on Amazon.com product pages, eero.com website, organic social, and paid campaigns.
RESULTS
Clearly differentiated two simultaneous launches in a highly technical category
Simplified complex Wi-Fi 7 innovation into intuitive, customer-first messaging
Created a cohesive, end-to-end narrative across all launch touchpoints
