whats the deal?

Amazon Deals UX Redesign

Problem

Amazon’s Deals experience had become fragmented and confusing. Customers struggled with inconsistent deal indicators (MSRP, percentage savings, discount labels), unclear differences between deal types, and messy multi-item discounts. Trust was eroding, and customers couldn’t easily compare or act quickly on savings.

This wasn’t just a UX issue — it was a strategic opportunity to rebuild customer trust and drive engagement during high-traffic shopping events.

My Role

As the Design Lead for Amazon Deals, I partnered with a Berlin-based product team to set a 2-year strategic vision for Deals.

  • Framed the problem: positioned inconsistent deal clarity as a barrier to both trust and conversion.

  • Established principles: clarity, consistency, and transparency became the design North Star.

  • Aligned stakeholders: brought PM, Eng, and UX together around a single vision and data source for Deals.

  • Enabled my team: coached them to move away from isolated visual fixes toward a systemic framework for dynamic, adaptive deal messaging.

Execution

My designers executed the hands-on design while I guided and enabled them:

  • The team designed a dynamic badging framework that adapted based on deal type.

  • They tested multiple badge shapes, colors, and countdown interactions.

  • I facilitated cross-functional ideation workshops, ensuring PM/Eng saw how the design system scaled across categories and events.

  • I coached junior designers on how to frame decisions with evidence, reducing cycles of subjective feedback.

Outcomes & Impact

  • $119.5M incremental annual revenue.

  • $111.2M in increased annual Deal revenue from improved clarity and visibility.

  • A seamless, consistent Deals experience across all Amazon pages and categories.

Strategic Takeaways

  • Design for clarity at scale: the most impactful solutions often aren’t flashy, but systemic and repeatable.