A product pet parents loved… everywhere except Amazon.

Poopail wasn’t just another pet accessory. It was an invention born from a simple truth every dog owner knows: dealing with waste is the least glamorous part of pet parenting.

As the world’s first 2-in-1 dog waste container for home and garden, Poopail solved that daily frustration with a clean, hygienic, and surprisingly elegant system.

Crowdfunding backers loved it. The product raised buzz and money. Their own e-commerce store proved the demand was real. Pet parents who bought it directly got it, and they loved it.

But when Poopail went to Amazon, everything changed.

The way the product was positioned on the platform told the wrong story. Amazon shoppers weren’t seeing a convenient home solution. They were seeing what looked like a street-use gadget.

That disconnect had consequences.

🚫 Pet parents bought it with the wrong expectations.
🚫 Confusion turned into disappointment.
🚫 One-star reviews piled up, pulling down trust and visibility.
🚫 Sales slowed, despite a product that clearly worked.

The thing is, Poopail actually worked. It was a smart solution to something that annoyed every dog owner on the planet.

But the founder learned the hard way that having a good product isn't enough on Amazon. You can have the most brilliant invention in the world, but if your product listing confuses people or doesn't show up in searches, you're failing.

That's exactly what happened to them. And that’s when Poopail came to TCF.

Enter TCF: Changing the Story, Not the Product

When Poopail came to us, we saw the problem right away: this wasn’t about the product at all. It was about positioning and perception.

On Amazon, every image, every word, every targeting choice shapes how a shopper understands your product. If those elements don’t line up with the real use case, even the best product will miss the mark.

That’s exactly what happened to Poopail.

All we had to do was bridge the gap between what Poopail was and how Amazon shoppers were seeing it.

Here’s how we did it, step by step:

• Reset the visuals to match the truth → We organized a photoshoot that placed Poopail where it belonged: in homes, on patios, and in gardens, not on sidewalks. Because on Amazon, visuals aren’t decoration; they are the first line of positioning.
  
  
• Rebuilt the message around benefits, not confusion → We rewrote listings to speak to what pet parents actually care about: hygiene, convenience, and the relief of finally having a clean, odor-free system that works at home.
  
  
• Redesigned the storefront as a trust engine → We restructured the Amazon brand page to tell a cohesive story, eliminating mixed signals and creating consistency that restores confidence.
  
  
• Targeted the audience that mattered → Through refined paid campaigns, we focused spend on real pet owners looking for home solutions, cutting out wasted clicks from buyers who would never be satisfied.
  

We basically started over. Poopail's Amazon listing was confusing people, so we rewrote everything to actually make sense.

The Turnaround

The turnaround was immediate and remarkable.

✨ Within the first 2 weeks, sales surged by 134%, proving that the right story can flip performance almost overnight.
✨ Amazon ROI climbed by 165%, showing that every marketing dollar was now working harder.
✨ ROAS hit 5.2, thanks to campaigns that finally reached the audience who needed Poopail.
✨ And perhaps most telling: review ratings rebounded, as customers no longer felt misled. They finally understood, and appreciated what Poopail was built for.

What had once been a misunderstood product became exactly what it was always meant to be: a trusted companion for pet parents at home.

For Sandy Stinson, President of GoodWag Inc., the change wasn’t just visible in dashboards, it was transformational for the business:

“The real deal. TCF harnessed all of their marketing know-how to facilitate a smooth transition to e-Commerce. Online sales are tripling each month. I wouldn’t be here without them.”

This result was the result of expert repositioning, marketplace-specific strategy, creative visual storytelling and execution that left no room for misinterpretation.

The Takeaway

Poopail was never the issue: the product was innovative and sound. The problem was positioning within Amazon’s ecosystem. On this platform, the story you tell is the product. If that story is misaligned, even the best innovations will stumble.

It didn't take long to see the difference. Amazon isn't just somewhere you dump your products - you have to know how to work with how people actually shop there. 

This is what TCF does. We don’t just manage ads or rewrite listings. We specialize in market positioning, conversion storytelling, and platform-native execution that allow products to become the heroes they were built to be.

👉 If your product isn’t reaching its full potential on Amazon, maybe it’s not the product. Maybe it’s the story. Let’s rewrite yours.

Quick note: Poopail isn't selling on Amazon anymore, but their main website is still up if you want to see the product. Above, you can see exactly what their old Amazon listing looked like versus what we changed it to.

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