Food
Evolved Commerce took over an existing Amazon channel in December 2025 and rebuilt featured offer share and conversion across the first quarter.
At a glance
The brand
Utah Truffles
Utah Truffles didn’t set out to compete with Lindt. It set out to be the thing you bring. Keith and Donna Cavanaugh started making individually wrapped Belgian chocolate truffles in Heber City in 1993, and three flavours have carried the company ever since: mint milk chocolate, milk chocolate toffee, and dark chocolate with sea salt.
What makes them unusual isn’t the chocolate. It’s the role they occupy. In Utah a box of these is the default gift, the thing that goes to the neighbour, the closing table, the hotel welcome bag. That position takes thirty years and no amount of advertising buys it.
Belgian chocolate is the quality signal. Utah is the identity. The combination earns real local affinity, a genuine tourist and corporate gifting channel, and shelf space at Target and Walmart next to independents like Smith & Edwards. It also puts a ceiling on how far the name carries on its own.
And there is one rule the whole business bends around.
Chocolate does not ship in July. The season is real, it is short, and it is not negotiable. A confection brand has a selling season, not a year. By late 2025, Utah Truffles was losing most of its own.
Challenge
Losing the buy button
By late 2025 the brand had a problem that had nothing to do with weather. Its products had been on Amazon for roughly five years. They were simply not the offer customers saw.
On a listing page, whoever wins the featured offer wins the sale. Utah Truffles was winning it 2.5% of the time on the single page carrying two thirds of its traffic. Shoppers arriving to buy Utah Truffles were being handed somebody else’s chocolate.
The timing made it harder. The handover landed on December 15th, two weeks before the only quarter that matters in confection, leaving one quarter to rebuild before Valentine’s Day and Easter.
Solution
Fix the foundation, not the ad budget
Evolved Commerce did not buy traffic into a page that would not convert. It rebuilt the foundation.
Twenty-four secondary image infographics, six per flavour across pack sizes. Premium A+ content for mint, toffee and dark chocolate. A Brand Story module. A five-page Amazon storefront. A full brand audit at kickoff. All of it delivered between January and March.
That is a takeover, not a launch. The demand was already there and the brand had been on the marketplace for years. What it did not have was a listing set good enough to win the buy button and hold it.
Results
2.5% to 74% of the buy button in a single quarter, and conversion up nearly seven times.
By April the top listing was winning the featured offer 74.3% of the time, up from 2.5% in January. The next biggest went from 2.4% to 73.8%. Conversion across the catalogue moved from 3.2% to 21.5%, so better than one visitor in five now bought something.
April was the strongest month the account has had: $56,670 against $6,466 in January, on 2,179 units against 228. Revenue for the first half of 2026 was $174,304 across 6,547 units and 46,875 sessions.
Then the season closed, as it always does, and the account ran out of inventory, which was not supposed to happen. That is the honest end of this story so far. The listings work. The supply chain has to catch up before the next season proves it.
