(925) 293-3313AMAZON | BRAND STORE | CASE STUDY
Naughty Tower: Building a Connected Amazon Brand Store
Naughty Tower had a second product, the Naughtyopoly board game, that was not yet connected to the brand's Amazon Store. EHP designed a Brand Store for both games and connected the Naughtyopoly listing to it.
The Naughty Tower game, product photo from the brand's own image library.
At a glance
Services
- Brand Store design and build
- Listing-to-Store linking
- Copywriting and graphic design
- Brand Registry and ASIN brand attribution
Products and marketplace
- Naughty Tower stacking game
- Naughtyopoly board game (ASIN B0DWPRSL8Y)
- Amazon US
Timeframe
- Store project: early 2026. Store live by early April 2026.
- Earlier work: 2022 to 2025.
Outcomes
- One Store, both games. Naughty Tower and Naughtyopoly now sit in a single Brand Store with their own tabs.
- Listing connected to the Store. The Naughtyopoly listing's "Visit the Naughty Tower Store" link opens the Store (checked September 26, 2026).
- Copycat listing no longer live. A 2025 listing that used the Naughty Tower trademark was reported through Amazon Brand Registry. Amazon marked the report “Accepted”, and by August 28, 2025 the listing URL returned Amazon’s “page not found”.
The brand and the problem
Naughty Tower is a date-night version of the classic wooden block-stacking game. Each block carries a question, dare or challenge, so every move becomes part of the conversation. The brand later added Naughtyopoly, a couples board game built on the same idea.
The new game was not connected to the brand on Amazon. In February 2026, Naughtyopoly appeared in Amazon's Brand Stores list as a separate brand with no Store of its own. A shopper who found Naughtyopoly had no Naughtyopoly Store to visit.
BEFORE: Amazon's Brand Stores list on February 12, 2026. Naughtyopoly shows only a "Create Store" button. Other brands in the same list, and account details, are cropped out.
According to the team's record, two more things stood in the way: the available product content was limited for a full storefront, and the listing's brand details did not match the Store. The team's record identifies that mismatch as the reason Amazon would not link the listing to the Store.
Goals and approach
The brief was simple: one working Brand Store for both games, and a Naughtyopoly listing whose Store link leads there. According to the project record, EHP's creative and back-end teams worked in four steps.
- 1. Expand the creative. The creative team built new banners, slogans and product tiles from the brand's own photos and, per the project record, prepared three design directions.
- 2. Pick one direction. The chosen direction presents the whole range rather than a single hero product.
- 3. Repair the brand attribution. The back-end team updated the Naughtyopoly listing details through Brand Registry so Amazon recognised it under the same brand as the Store.
- 4. Review before live. The team compared the design against a leading competitor's Store and the final design was approved before publishing, according to the project record.
Store design artboards: two banner and slogan variants, plus product tiles for both games.
What changed on Amazon
This before and after describes the Amazon listing and Store. It is not a comparison of this web page with the earlier version.
- Brand Store. Before: the Naughtyopoly brand had no Store of its own (February 12, 2026). After: one Naughty Tower Store with Home, NWTY Tower and Naughtyopoly tabs.
- Listing link. Before (per the team's record): the listing did not link to the Naughty Tower Store. After: "Visit the Naughty Tower Store" on the Naughtyopoly listing opens the Store.
- Brand attribution. Before (per the team's record): the listing's brand details did not match the Store. After: the listing's brand link opens the Naughty Tower Store.
- Creative. Before (per the team's record): raw product photos only. After: designed banners, slogans and product tiles with new copy.
AFTER: the Naughtyopoly listing with its brand link to Naughty Tower (circled by the team), captured by the team before April 3, 2026.
AFTER: the live Store, captured by the team before April 3, 2026.
Results and evidence
- Store live with both products. A team screenshot filed with the project record on April 3, 2026 shows the Store live. On September 26, 2026 the Store was still live with its Home, NWTY Tower and Naughtyopoly tabs.
- Listing connected. On the same date, the Naughtyopoly listing (ASIN B0DWPRSL8Y) showed "Visit the Naughty Tower Store", and the link opened that Store.
- Design approved. The final Store design was approved before it was published, according to the project record.
What this case study does not claim: the project record contains no Store traffic, sales or order-value data, so we report what changed rather than revenue. The Naughtyopoly listing showed "Currently unavailable" when checked on September 26, 2026.
Earlier work for Naughty Tower
The Store project builds on work EHP did for the brand from 2022 onward. These are separate projects with their own dates.
August 2025: reporting a copycat listing
A third-party listing (ASIN B0F9ZYPZR3) used "Naughty Tower" in its title and images. EHP filed a trademark report through Amazon Brand Registry on August 15, 2025. Amazon accepted it, and by August 28, 2025 the listing's page returned Amazon's "page not found".
August 2025: the report, filed August 15, 2025, marked "Accepted". The complaint ID and submitter columns are removed.
August 28, 2025: amazon.com/dp/B0F9ZYPZR3 returning "SORRY, we couldn't find that page".
2022 to 2024: launch and listing management
The team record lists this earlier work: creating and optimising the listing, moving it to a new seller account when the original account blocked image uploads, reworking imagery and keywords after an adult-product flag and appealing it, running Amazon Vine and ads, adding A+ content and video, and ordering ahead to avoid stockouts.
- Spring 2023. The listing carried Amazon's Choice for the search "adult couple games".
- September 19, 2024. The game appeared in results for "naughty jenga" with 93 ratings and Amazon's own "500+ bought in past month" label.
2023: Amazon's Choice badge for "adult couple games" (circled by the team).
September 19, 2024: search result for "naughty jenga", shown at its original size.
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