G.E. produced a 3:00 minute customer experience video for Amazon’s Manage Your Experiments tool featuring Onkata, a third-party brand management company that helps brands grow their presence on Amazon.

The video tells the story of how Onkata got started in Bellingham, WA as a brick and mortar hardware store. The store was able to use Amazon’s tools to help them test, optimize, and expand their business to become one of the largest online hardware stores in North America.

The video's value was less about mass reach and more about reaching the right audience at the right point in the decision-making process. As an embedded web placement on Amazon’s Manage Your Experiments page, the video helped turn abstract product features into a relatable customer story, supporting trust, comprehension, and conversion among viewers already considering Amazon as a platform for business growth.

Rather than functioning as a broad awareness campaign, the video was designed for a highly specific audience: prospective Amazon sellers and brand owners who had already arrived on the Manage Your Experiments webpage and were actively researching how Amazon’s ecommerce tools could support their growth. This included brick-and-mortar businesses exploring ecommerce, established sellers looking to improve product performance, and brand managers evaluating whether Amazon’s testing tools could help them make better content decisions.



In that context, the video served as a late-funnel proof asset. Viewers had already been introduced to the Manage Your Experiments tool, but they needed a human story to make the value feel credible. By featuring Onkata’s real business journey, the piece gave prospective users a concrete example of how experimentation, listing optimization, and Amazon’s seller infrastructure could translate into measurable business growth.

The piece was designed as a product-focused customer experience story: part founder narrative, part brand growth case study, and part explainer for how Amazon’s Manage Your Experiments tool can help sellers make smarter content decisions. Through an editorial structure involving interviews and b-roll, the video translated Onkata’s business journey into a clear, human-centered story about entrepreneurship, experimentation, and scalable growth on Amazon.