Amazon UK
Ann Summers
January to August 2026, against the same months of 2025
+56.5%
The numbers
- Revenue, year on year
- +56.5%
- Units sold
- +54%
- Conversion rate
- +27%
- Pheromone range revenue
- +175%
Source: Amazon Selling Partner data, January to August 2026 against the same months of 2025.
Growth from converting better, not from buying traffic
Revenue grew 56.5% and units 54%, so average order value barely moved: this is more product sold, not the same product repriced.
Sessions grew 21.9% while order items grew 54.9%, lifting conversion 27%. Sales grew two and a half times faster than traffic.
A range built out, not one hero scaled
Across every pheromone product on the account, revenue rose 175% and units 135%, and the active range widened from 11 products to 15, each with the new images and A+ content we put live in July.
The largest single contributor, Dark Desires for Men, launched this year from no prior sales.
What we did
We took the account on in February 2026.
- Apr 2026Cut prices on 10 products on 24 April as a test, including a pheromone line from £18 to £15.30.
- Jun–Jul 2026New images and A+ content across the whole pheromone range, women’s and men’s, approved on 30 June and live from 7 July.
- Jul 2026Rebuilt the Brand Store hero around the five priority products, reviewed the backend search terms, and added Sponsored Brands ads.
- Jul–Aug 2026A+ content for the lubricant range (approved 8 July), the Classic Bullet (7 August), and singles and multipacks (17 August).
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