Amazon Deals UX Redesign

TL;DR

After years of backend-only changes, I led a customer-facing redesign of Amazon’s Deals experience with the Berlin product team. We introduced a dynamic, standardized badging system that clarifies savings (percent/amount off), adapts to deal type (Lightning, quantity, Prime Day), and updates in real time (countdowns, inventory). The system improved trust and decision speed, driving +$119.5M incremental annual revenue (including +$111.2M from clarity/visibility) and +$16M global revenue from consistency.

Customer Opportunity

Customers struggled to parse deals: inconsistent MSRP/percent-off labels, varied deal types, and confusing multi-item/price-range presentations. They needed a single, reliable way to understand value quickly across pages and deal formats.

Solution

A dynamic badging framework that makes value unmistakable and consistent:

• Primary signal: clear savings (e.g., “Save 30%” or “Save $25”) as the focal point.

• Secondary signals (context-aware): time remaining, inventory, eligibility, quantity rules.

• Real-time behavior: countdowns/alerts and standardized, automated messaging to reduce seller error.

• Platform consistency: one visual/behavioral system applied across Search, Category, PDP, and Deals pages.

My Role

Lead Designer (2+ years) partnering with the Berlin product team:

• Drove research synthesis, problem framing, and the 1–2 year UX vision.

• Defined the badge system (states, variants, rules) and interactive behaviors (countdowns, thresholds).

• Prototyped and ran experiments on shapes, hierarchy, and motion to optimize scanability.

• Aligned cross-org teams (Search, Retail, Prime/Events) and helped specify an API single source of truth for deal data.

Results & Impact

• +$119.5M incremental annual revenue; +$16M global revenue from standardization.

• +$111.2M annual deal revenue attributed to improved clarity/visibility.

• A consistent deal experience across surfaces, backed by a centralized deals API—reducing cognitive load, errors, and support friction.

Strategic Takeaways

• Design for clarity at scale: the biggest wins are often systemic and repeatable.

• Standardize the source of truth: UX quality compounds when data and design are unified.

• Signal hierarchy matters: lead with value, support with context, adapt with state.