DTC914: Casper Brand Breakdown

Good morning, did you have a good night’s rest?

Today’s brand breakdown is all about one of the biggest DTC sleep brands, Casper.

Founded in 2014 by Philip Krim, Neil Parikh, T. Luke Sherwin, Jeff Chapin, and Gabe Flateman, the brand’s mission was to simplify sleep through a “mattress-in-a-box” model.

By eliminating traditional retail markups and selling directly to consumers, Casper grew rapidly, reportedly surpassing $400 million in annual revenue by 2018.

Today, it serves customers across North America and has expanded its product line beyond mattresses to pillows, sheets, and other sleep accessories.

But how does their Amazon strategy stack up against other DTC sleep brands?

Here’s what you’ll find in today’s DTC:

🛌 Casper’s Amazon Strategy
How their product listings are missing key info.

⏱️ Smarter Offer Testing
The time frame that drives results.

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✨ How Casper Builds Credibility and Where Clarity Could Go Further

Casper has become synonymous with the modern mattress category thanks to years of brand-building.

On Amazon, however, there’s still room to optimize to more strongly reflect Casper’s brand authority and drive stronger conversion, especially as Q4 approaches.

Here’s what the Pilothouse Amazon team found:

1️⃣ Hero Image

Casper’s hero images are clean, simple, and comparable to other competing brands in the space.

They make their mattresses and sleep accessories the focal point of every picture, and the overall design aesthetic feels calming and is grounded in neutral tones.

💡 Pilothouse Tips:

✅ A/B test images: While Casper’s images are nice, some competitors have tested additional formats (like featuring models interacting with the product) that could be worth exploring if it hasn’t been tried already.

✅ Experiment with design: Adjust furniture in hero images to target the specific demographic and include current design trends that pique their interest so the image doesn’t look dated.

When buying items for their home, customers want to purchase items that will look aesthetically pleasing in the end result. Appealing to customers will help us ensure our CTR stays competitive.

2️⃣ Listing Images

Casper includes a range of informative listing images to educate customers about their product, but some land better than others.

Strengths:

This listing image of a hand pressing against a mattress is a great example of how to educate customers about your product.

The simple blue scale at the bottom of the above image gives customers a better idea of how the product feels on a scale from soft to firm and allows them to picture the density of the mattress.

Another great graphic is this easily digestible visual, which breaks down all the key components of a good night’s sleep.

It shows the individual layers but sells it as three distinct benefits so customers understand more about the product and see its value.

The benefit-driven messaging here is great. Who wouldn’t want to sleep easier, sleep deeper, AND sleep all night?

Once you have customers nodding in agreement, you can use their buy-in to make the sale.

Opportunities:

This listing image may leave some customers with questions.

The visual specifically draws attention to how the mattress measures 10 inches, but first-time buyers may not understand the significance of this.

Is this good or bad? Does this mean I need special sheets? If 10” isn’t actually a benefit, how can we use copy to spin this? E.g. “all the comfort of a 16” mattress in a 10” package”

This section could provide more clarity to help customers feel even more confident in their purchase.

This image includes key USPs like foam construction, breathable foam, and cozy cover, but for new buyers… this is not quite enough context to fully persuade.

Why do these specific things matter? Are other foam mattresses not breathable? What makes the cover cozy?

Although this information is available in the A+ content, not all customers will scroll down, so additional text in the image is necessary to ensure they understand these key selling points.

A major pain point when ordering a mattress online is complex delivery and set up.

This copy above addresses that concern, but there needs to be more details.

Since the brand is on Amazon, easy delivery is a given. What we really need to do here is expand on the setup process.

Copy like ‘Ready to sleep in x hours’ will show the consumer how easy it is to unroll.

💡 Pilothouse Tips:

✅ Product education: For an expensive product like this with a deep range, education is paramount!

Adding informative or clarifying text on images to guide customers in their decision-making is key.

To make this even stronger, Casper could add messaging like ‘perfect for all sleepers’ or ‘a perfect balance between luxury and support.’

Supporting text could also help clarify the 10-inch stat in one of the listing images.

Keep reading for more on Casper’s A+ content and store! 👇

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Note: Survey results may be used in DTC editorial and advertorial content. Personal info won’t be shared.

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3️⃣ A+ Content:

This A+ is very well done!

Opening with the line: “Casper comfort at a cozier price” immediately conveys value. And the use of alliteration here makes it catchy and memorable.

The rest of the text does a wonderful job of selling customers on the product.

Lines like “A perfect balance of soft & firm promotes health posture” are what’s missing from the earlier listing image showcasing firmness.

“Keep your cool, Breathable foams regulate airflow to keep you sleeping.” This is great messaging targeting hot sleepers.

Further down, the comparison section showcases other mattresses in their collection so customers understand how deep their assortment is.

Overall, Casper does a great job of building credibility. There’s a strong five-star testimonial and text like “backed by 11 years of know-how” showcases their experience in the mattress space.

💡 Pilothouse Tips:

✅ Add more details: While the A+ content is persuasive, customers need more data to make an informed decision.

While the comparison section differentiates between Casper mattresses and includes a bunch of technical specs, this is also a great section to remind visitors why Casper is worth the premium (e.g., 100-night trial, warranty, or unique cooling features).

✅ Ensure social proof aligns with customers' needs: The review focuses on aches and pains, which is a valid benefit for customers who value comfort, but it's crucial to align this with the primary customer and solution they're seeking.

✅ Invest in video production: Casper’s A+ wraps with a slideshow video, but there’s a missed opportunity here to add some higher-end video content.

Showcase happy customers, an aspirational bedroom, and a cozy night’s sleep.

4️⃣ Store

Casper has done a strong job laying the foundation on Amazon.

The brand intro at the top of the store immediately builds trust by highlighting Casper’s credibility and experience.

The inclusion of customer stats, like how many families recommend Casper and how 88% of customers report improved sleep quality, reinforces confidence at the start of the journey.

The product tiles are clean and easy to navigate. The Element and Original Mattress are both prominently featured, and the dog bed page is a standout example of thoughtful design, with a clear add-to-cart option for shoppers ready to make a quick purchase.

That said, there are several high-impact opportunities that could help Casper strengthen conversions with first-time Amazon shoppers and minimize exposure to competitor products.

💡 Pilothouse Tips:

✅ Link to dedicated store pages instead of PDPs: Currently, the mattress and pillow tiles send shoppers to individual PDPs rather than dedicated store pages. This introduces a risk: once on a PDP, customers may encounter competitor ads and alternative products.

By keeping shoppers within Casper’s branded store ecosystem, they can be guided more directly toward conversion while minimizing distraction.

Accessories can remain linked to PDPs since they’re usually add-ons, but for core products like mattresses, keeping traffic inside the store is critical.

✅ Deepen storytelling for first-time Amazon shoppers: Many Amazon customers discover Casper for the first time directly on the platform.

Adding a “Why Casper?” module would reinforce authority and differentiate the brand from lower-cost competitors.

This section could highlight Casper’s history of innovation, investment in sleep science, and omnichannel retail presence.

✅ Expand benefit-driven content on high-interest pages: The dog bed page is an excellent model of a shopper-friendly experience.

To maximize its impact, expand on product benefits for detail-oriented buyers who want reassurance before purchasing.

Similarly, adding captions to the About page video ensures messaging resonates with all shoppers, including those browsing without sound.

✨ Conclusion

Casper has built a trusted brand that millions of consumers already recognize.

On Amazon, the opportunity lies in translating that equity into higher conversions through more compelling brand storytelling, stronger social proof, and clarifying key details about the product.

With a few strategic updates, Casper is well-positioned to elevate its Amazon presence from strong to category-leading.

DTC Midas shares this post on why you should run 3-day weekend promos to test offers before Q4.

Most sales happen on day 1 because customers are excited and day 3 (when they experience FOMO), so this time frame allows you to capture peak buying behavior without over-discounting.

👉 Test formats like % off, free shipping, buy X get Y, or tiered spend rewards, and then track revenue, AOV, CAC, margins, and conversion.

The goal isn’t max revenue.

It’s gathering data so by BFCM you know exactly which offer wins.

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.