Amazon homepage placements

For various campaigns, Amazon teams can secure gateway placements on the /amazon page or on /prime page. These placements are highly visible and provide a great opportunity to drive more Amazon users to specific landing pages. In my two months at Amazon Photos, I was tasked with creating a few homepage and Prime page sets to drive engagement and help gain new customers. With strict guidelines for size, character limits, color contrast, messaging, and design, these placements were a great starting point for understanding the Amazon brand.

Every photo. Zero limits.

To start the design process, I met with another designer on my team to review past creative and the process. For a summer evergreen set, I created two different styles to fit the tagline “Every photo. Zero limits,” keeping the flat lay phone style used before and a lifestyle image that spoke to unlimited photos. After reviewing the designs with my design team, I worked on the lifestyle set to choose a photo of people taking a selfie to further emphasize that message.

Due to size differences, the selfie photo did not work on the desktop layout. Working through a few iterations, I found a similar image that kept with the warm weather color scheme. The screenshots below show the safety zones I had to work around to make the images work.

Incentive success

My second homepage project took a different approach, focusing on our incentive campaign. We decided to A/B test two different headlines as we were working on optimizing the incentive messaging. This campaign included homepage placements as well as Prime placements, spreading our reach to 44 million Amazon customers. The A/B test resulted in almost a perfect split, leaving us to look at other testing options. Overall, the campaign was the most successful placement year to date in terms of new customer acquisitions.