Since honest.com stopped taking orders, its 201 product pages have become dead ends. They still carry the size pickers, ingredients and reviews that shoppers come for, but the only line about buying is "In-store availability may vary across retailers", and the diaper page shows every size as "sold out or unavailable". The homepage links to the Amazon, Target and Walmart brand pages; the product pages, where purchase intent is highest, link to none. Honest is hiring a retail media strategist measured on new-to-brand sales, and this is free traffic it is not sending.
First action
List the Amazon, Target and Walmart product URLs for the ten most visited product pages.
How to measure it
Product-page visits that click to a retailer
- Now
- –
- Target
- 25%
- By
- 60 days
Steps
Map products
Each honest.com product and size to its Amazon ASIN and Target and Walmart pages.
Retail Operations Planner 1 week
Design the block
Three retailer buttons and a store-locator link where the add-to-cart used to be.
Digital and eCommerce lead 2 days
Build it
Theme section driven by product metafields.
Shopify developer 3 days
Remove sold-out labels
Variants sold at retail no longer show as unavailable.
Shopify developer 1 day
Tag the links
Amazon Attribution tags and UTMs per retailer.
Senior Paid Media Strategist (Retail Media) 2 days
Report
Clicks, new-to-brand purchases and sales by product.
Senior Paid Media Strategist (Retail Media) weekly
Keep the map current
Update when packs or listings change.
Retail Operations Planner monthly
Why it works
On every product page, replace the unavailable buttons with retailer buttons that open the exact product on Amazon, Target and Walmart (plus the store locator), chosen per size and pack where possible. Tag the Amazon links with Amazon Attribution and the others with UTM parameters, so the retail media team can see clicks, new-to-brand purchases and sales from honest.com next to paid media. Remove "sold out" labels from variants that are sold at retail.
People who reach a product page already want that product; one click to their usual retailer turns brand-site visits into retail sales and gives the media team a measured, owned traffic source.
Ready to use
ChecklistRetailer button launch list
[ ] Product to ASIN / Target / Walmart map [ ] Retailer block in the product template [ ] Sold-out labels removed for retail items [ ] Amazon Attribution tags [ ] UTMs for Target and Walmart [ ] Store-locator fallback [ ] Weekly click and NTB report
Risks and how to handle them
Retailer listings change or go out of stock
Check links weekly and fall back to the store locator.
Favoring one retailer upsets the others
Show all three in a fixed order, or match the order to the shopper's choice.
Evidence
- Your websiteProduct pages (25 of the 201 product URLs in the sitemap checked October 21, 2026): none links to a retailer; each shows only "In-store availability may vary across retailers." The Honest Diapers page lists every size and print as "sold out or unavailable" and shows no price. The homepage does link to the Amazon store and the Target and Walmart brand pages, and a "Where To Buy" locator sits at /pages/retail-locator.Source
- Your websiteFAQ page: "After December 28th, all of your Honest favorites will be available exclusively through retailers, like Amazon, Target, Walmart, HEB, Kroger and more ... we will no longer be taking direct orders through our website"; the Honest App was retired; credits expired 12/28/2025. The answers are still written in the future tense, e.g. "Beginning December 12th, Honest.com will feature a store locator".Source
- Investor releaseQ2 2026 results (August 5, 2026): revenue $83.3 million, down 10.9%, "reflecting the impact of strategic exits"; organic revenue up 6.7%, "driven by growth in wipes and personal care products, partially offset by a decline in diaper revenue"; tracked consumption up 7.7% against 2.3% for its categories; "increased marketing investment to support our higher-growth, higher-margin wipes and personal care platforms"; 2026 revenue outlook raised to $319-325 million. Exited operations include "revenue from our Honest.com website as a fulfillment center". Products are sold "at major retailers, including Amazon, Target and Walmart".Source
- HiringSenior Paid Media Strategist (Retail Media) - Amazon (posted September 22, 2026): retail media "across Amazon, Walmart, Target and Instacart, with a strong focus on Amazon and Walmart"; sponsored search, DSP and offsite programmatic; KPIs "ROAS, NTB%, TACOS, CVR"; aligns plans with "digital shelf considerations"; evaluates incrementality with "clean room environments".Source