Amazon Brand Stores (2012 - 2016)
Redefining the beating heart of Amazon retail operations
Role: Design Lead (User Experience & Visual Design), Subject-Matter Expert (SME)
*Sensitive material has been redacted
From 2012 to 2016, I was a core part of the team that built the profit engine that is Amazon Advertising today. In these early years, the goal was to craft highly-polished experiences of exceptional quality in order to gain customer trust and demonstrate the benefits of advertising on Amazon to brands globally.
During this period, I designed extensively for consumer electronics, consumer packaged goods, entertainment, and travel. As my design skill set the quality bar, I also served as a mentor and subject-matter expert for the greater team.
Identifying opportunities to deliver
at scale
While brand store packages consisted primarily of a landing page with supporting traffic drivers, some campaign content was so unique that it opened doors to employ every screen and device that Amazon offered. The COVERGIRL + Hunger Games experience was one of these and extended onto Kindle LCD devices with rich visual content.
This campaign began with a presale concept designed by myself. I was the single-threaded design owner throughout the project.
A legacy of business success
To say that these brand stores exceeded expectations would be an understatement. They were a huge part of why Amazon Advertising was able to grow to the behemoth that is today. Thousands of brands joined the program, resulting in billions of dollars in profit. They were the force behind the shift in perception of Amazon from “just a retail site” to a fundamental part of the global advertising landscape.