How do you drive conversation and understanding of a common life stage that has been entirely invisible in popular culture?
A new campaign from the Menopause Mandate successfully answers this question by driving awareness of the menopause on Amazon.
The pro-bono ‘Selling Menopause’ campaign encourages women to share honest, unfiltered reviews of their menopause experiences on Amazon.
The campaign was created by Amazon Ads Brand Innovation Lab in collaboration with campaign group Menopause Mandate. It features TV personalities Davina McCall and Morgana Robinson, the initiative aims to create a forum where women can cathartically share their experiences while raising funds for the not-for-profit organisation.
The campaign features menopause as a one-off, shoppable ‘product’, available on the Amazon UK store – liste here. When customers choose to ‘buy now’, they pay £0.99 to support Menopause Mandate and receive a Kindle e-book in return, entitled “Menopause — 50+ Different Symptoms: Night Sweats, Brain Fog, and More!”
Visitors can then leave a ‘review’ of menopause, sharing their first-hand accounts to create a growing collection of candid stories while encouraging others to speak openly about experiences that have historically been considered private and even taboo.
Kate McCagg, Head of Brand Innovation Lab at Amazon Ads, explains: “Around 16 million women in the UK are currently peri or menopausal, representing more than one-third of the female population.”
She continued: “By transforming our famous reviews into a powerful tool for women to share authentic stories – from mood swings, brain fog, insomnia and hot flushes, and everything in between – we are proud to help drive honest conversation about a topic that is so common but rarely discussed. All while supporting the incredible work Menopause Mandate is doing.”
The campaign also features a parody video in the style of live TV shopping, which sees TV personalities Davina McCall and Morgana Robinson humorously ‘sell’ menopause. This creative approach aims to make the topic more approachable.
“I absolutely loved working with Menopause Mandate, Amazon Ads and Morgana on this genius and innovative campaign,” said McCall. She continued: “There’s always been a cloud of shame and fear hanging over the menopause and it often feels like an incredibly lonely place to be. By encouraging women to leave candid reviews of their menopause experiences on Amazon—a place millions visit daily—we can help women feel less alone and hopefully less shame and embarrassment and even maybe have a giggle. At the same time as showing how everybody’s experience is different. While we may take a light-hearted approach in this campaign, the message is serious: let’s talk about menopause openly, honestly, and sometimes with a good laugh.”
The campaign will launch on October 17, 2025, coinciding with Menopause Awareness Month, providing a timely opportunity to spotlight these important conversations.
To support Menopause Mandate or leave a review of your experiences on the Amazon store please click here.
