B2B homepage designed like an Amazon product page

What's the play

Redesign your homepage to look and work like an Amazon product page. Answer what it is, what it does, how it works, what it costs, and what customers think, all in a scroll or two, since that is exactly what visitors came for.

What was the alternative?

The typical vague B2B homepage that buries the what, how, and how much.

Results / what moved

Fletch redesigned its own consultancy homepage to look like an Amazon product page, front-loading what it is, how it works, and how much it costs. Anthony Pierri ran it as an experiment over skeptical co-founder Rob Kaminski's objections and posted it as a polarizing 'brilliant or dumb?' bet. Plenty of commenters said it was bad, which they happily took as fuel and attention.

Cost breakdown

Free, just some time spent vibe coding

Time to pull off

A redesign sprint

Steps

1. 1

   Study a great product page outside your niche

   Look at a typical Amazon page: what it is, what it does, how it works, price, reviews, all in a scroll or two. More than anything, just draw inspiration from outside your bubble

2. 2

   Answer the buyer's real questions

   Front-load what, how, and how much, the things visitors actually came to find.

3. 3

   Assume no one scrolls

   Put the answers at the top so people get them without hunting, and give the hero and buy button room to breathe.

4. 4

   Run it as an experiment

   Frame it as a test so a skeptical partner signs off, and post the polarizing version to spark debate.

Notes

The win here is probably that it is different, a pattern interrupt, more than that it is hyper-optimized, so do not expect Amazon-style conversion math to be the reason it works. Give the hero image, headline, subhead, packages, and buy button most of the real estate. Packing detail dropdowns and social proof in too tightly can make it feel less familiar and defeat the point. There is a balance between brand, experience, and conversion, so watch dwell time above the fold, not just clicks.

Tools & resources used

Claude

Receipts

Anthony Pierri's LinkedIn post