Enhanced
visual product info on Amazon’s detail page

TLDR

Amazon’s product pages had plenty of images—but not the kind customers actually wanted. I led a visual-first redesign with a scrollable product reel and sticky purchase actions that made shopping feel faster and more intuitive, generating over $280M in new revenue.

Customer Opportunity

Shoppers rely on visuals to feel confident in what they’re buying. Research showed 85% prefer images over text and trust real-life photos 12x more than seller-provided shots. Yet many found Amazon’s galleries repetitive and hard to browse, with only minimal engagement with immersive product image views. Customers also told us that brand and retailer sites made it easier to assess product quality and fit—signaling a need for a faster, more intuitive, visual-first experience on Amazon.

Solution

To address these gaps, I reframed the Product Detail Page around visual-first shopping, introducing a layered interface that brought imagery and trust signals to the forefront:

• Reel: A vertically scrolling gallery that surfaces immersive product views directly on the detail page.

• Pull Sheet: A slide-up panel consolidating specs, offers, and recommendations without extending page length.

• Sticky “Buy Now” and “Add to Cart” buttons: Always visible as customers scroll, supporting purchase confidence.

• Community & Creator Content: Integration of authentic customer and influencer media as a trust driver.

My Role

As design lead:

• Advocated for and defined the layered design model (Reel + Pull Sheet).

• Designed smaller A/B experiments to validate direction.

• Designed and prototyped vertical scrolling and pull-sheet interactions.

• Partnered cross-functionally to align stakeholders on a roadmap balancing visual richness with Sponsored Products revenue.

• Led usability testing, validating that customers naturally moved from images → details, → purchase.

Research & Experiments

I designed smaller, incremental changes to product imagery, both proving that larger, more scannable visuals increased engagement.

• XL images in the media block drove $433M in incremental revenue

• Vertically stacked galleries in the body of the detail page generated $152M in gains

Building on these learnings, I guided the design team in creating new prototypes for a vertically scrolling, media-rich product experience that unified these behaviors into a cohesive “Reel,” which I ran usability on.

Usability studies showed customers prioritized visuals, reviews, and easy purchase access; most preferred the full-screen experience for its focus and intuitive navigation.

Results & Learnings

Our final incremental test, testing vertical scrolling within the media block, drove $282M in revenue and +9.1M units sold, confirming the value of visual-first shopping—though the model did not meet launch criteria due to minor Sponsored Products trade-offs.

Takeaways

• Start where customers start — visuals drive first impressions and confidence.

• Evidence-based design shifts can justify large changes to high-traffic surfaces.