9:41
For You
Following
Sponsored
991K
3456
1256
9:41
For You
Following
Sponsored
991K
3456
1256
AMAZON
Bringing Prime shopping to Meta
See process in Figma Slides
9:41
For You
Following
Sponsored
991K
3456
1256
AMAZON
Bringing Prime shopping to Meta
See process in Figma Slides
AMAZON
AMAZON
Bringing Prime Shopping to Meta
Bringing Prime Shopping to Meta
See process in Figma Slides
See process in Figma Slides
People find inspiration and discover new products on social media, outside of Amazon. But they often don't trust unknown merchants with payment, shipping, and returns, and abandon the purchase. To bridge the gap between inspiration and purchase, Amazon and Meta partnered up to bring the trust and convenience of Prime shopping directly onto Instagram and Facebook ads.
I led the design of the shopper experience for Amazon's first social commerce integration from 0 to 1, partnering with Amazon's merchant UX team and Meta's ads team to ship one end-to-end experience. This work helped shape how people discover and purchase products from Amazon and Buy with Prime merchants, meeting shoppers where they are in their shopping journey. Shortly after the launch, we expanded the partnership with TikTok.
People find inspiration and discover new products on social media, outside of Amazon. But they often don't trust unknown merchants with payment, shipping, and returns, and abandon the purchase. To bridge the gap between inspiration and purchase, Amazon and Meta partnered up to bring the trust and convenience of Prime shopping directly onto Instagram and Facebook ads.
I led the design of the shopper experience for Amazon's first social commerce integration from 0 to 1, partnering with Amazon's merchant UX team and Meta's ads team to ship one end-to-end experience. This work helped shape how people discover and purchase products from Amazon and Buy with Prime merchants, meeting shoppers where they are in their shopping journey. Shortly after the launch, we expanded the partnership with TikTok.
People find inspiration and discover new products on social media, outside of Amazon. But they often don't trust unknown merchants with payment, shipping, and returns, and abandon the purchase. To bridge the gap between inspiration and purchase, Amazon and Meta partnered up to bring the trust and convenience of Prime shopping directly onto Instagram and Facebook ads.
I led the design of the shopper experience for Amazon's first social commerce integration from 0 to 1, partnering with Amazon's merchant UX team and Meta's ads team to ship one end-to-end experience. This work helped shape how people discover and purchase products from Amazon and Buy with Prime merchants, meeting shoppers where they are in their shopping journey. Shortly after the launch, we expanded the partnership with TikTok.
ROLE
ROLE
ROLE
Lead UX Designer
Lead UX Designer
Lead UX Designer
PLATFORMS
PLATFORMS
PLATFORMS
iOS & Android
iOS & Android
iOS & Android
YEAR
YEAR
YEAR
2023-2025
2023-2025
2023-2025
TEAMS
TEAMS
TEAMS
Buy with Prime
Amazon Social Marketing
Meta Ads
Buy with Prime,
Amazon Social Marketing,
Meta Ads
FEATURED PRESS
FEATURED PRESS
FEATURED PRESS
CHALLENGE
CHALLENGE
CHALLENGE
The experience had many players behind the scenes: Meta surfacing the ads, either Amazon or a Buy with Prime merchant selling the product, and Amazon handling the product details, checkout, and fulfillment. We needed to:
Show Prime trust signals at the moment of discovery, without turning non-Prime shoppers away
Make it clear who's selling, fulfilling, and supporting their order at every touchpoint across 15+ scenarios
Get shoppers to link their Amazon account once to unlock faster checkout and improved personalization
The experience had many players behind the scenes: Meta surfacing the ads, either Amazon or a Buy with Prime merchant selling the product, and Amazon handling the product details, checkout, and fulfillment. We needed to:
Show Prime trust signals at the moment of discovery, without turning non-Prime shoppers away
Make it clear who's selling, fulfilling, and supporting their order at every touchpoint across 15+ scenarios
Get shoppers to link their Amazon account once to unlock faster checkout and improved personalization
The experience had many players behind the scenes: Meta surfacing the ads, either Amazon or a Buy with Prime merchant selling the product, and Amazon handling the product details, checkout, and fulfillment. But to shoppers, it's all just Amazon. We needed to:
Show Prime trust signals at the moment of discovery, without turning non-Prime shoppers away
Make it clear who's selling, fulfilling, and supporting their order at every touchpoint, across 15+ scenarios
Get shoppers to link their Amazon account once to unlock faster checkout and improved personalization
Who am I buying from?
Who's fulfilling my order?
Who do I contact for customer support?
Who am I buying from?
Who's fulfilling my order?
Who do I contact for customer support?
Who am I buying from?
Who's fulfilling my order?
Who do I contact for customer support?
Shopper
Shopper
Shopper
APPROACH
APPROACH
APPROACH
Bring Prime benefits to where people browse
Bring Prime benefits to where people browse
I worked with PMs, engineers, and Meta's ads design team to define how Prime shows up in the ad: eligibility, pricing, and real-time delivery estimates, shown while a shopper is casually browsing the feed. My role was to align both companies on a single ad format that felt native to each platform, with a CTA framework that also scaled for non-Prime members.
I worked with PMs, engineers, and Meta's ads design team to define how Prime shows up in the ad: eligibility, pricing, and real-time delivery estimates, shown while a shopper is casually browsing the feed. My role was to align both companies on a single ad format that felt native to each platform, with a CTA framework that also scaled for non-Prime members.
Make it feel like one integrated experience
Make it feel like one integrated experience
I mapped every touchpoint from browser header to post-purchase emails so shoppers have a clear understanding of who's selling, who's fulfilling, and who to contact. The goal was to design for shoppers' mental model rather than our org chart, keeping the experience consistent across platforms, business models, and user states.
I mapped every touchpoint from browser header to post-purchase emails so shoppers have a clear understanding of who's selling, who's fulfilling, and who to contact. The goal was to design for shoppers' mental model rather than our org chart, keeping the experience consistent across platforms, business models, and user states.
Remove friction from account linking
Remove friction from account linking
We asked shoppers to link their Amazon account once for faster checkout and better personalization. When data and research showed where and why they hesitated, I redesigned the flow with a checkout preview before the ask, and introduced single sign-on through the Amazon app so most shoppers skipped sign-in entirely with one tap. These efforts significantly increased account linking rate.
We asked shoppers to link their Amazon account once for faster checkout and better personalization. When data and research showed where and why they hesitated, I redesigned the flow with a checkout preview before the ask, and introduced single sign-on through the Amazon app so most shoppers skipped sign-in entirely with one tap. These efforts significantly increased account linking rate.
LOOKING BACK
During my first three years at Amazon, I worked on initiatives to make it a place for discovery and inspiration by building shoppable feeds to get people browsing for fun. This partnership came at it from the other direction: rather than trying to change a deeply ingrained behavior to pull people to Amazon, we brought Prime's trust and convenience to where they were already browsing. It taught me how much you can experiment and learn when two companies combine strengths around a shared goal.
See complete project breakdown in Figma Slides.
Continue to Figma
IMPACT
Speed to market
Launched Amazon retail in under 3 months, followed by Buy with Prime merchants 3 months later.
Design pattern
Established a custom ad format that adapts to Prime and non-Prime members.
Collaboration model
Defined the cross-company design review process between Amazon and Meta.
Platform expansion
Extended the experience to TikTok and new ad formats such as Stories, product carousel, and influencer collections.
IMPACT
Adoption
Increased merchant adoption after introducing customization controls.
Scale
Created the first framework for how Amazon reviews appear outside Amazon, now used for every new feature.
Collaboration model
Established the working model between the off-Amazon and Amazon.com orgs.
Alignment
Defined design principles for customization, reviewed and aligned across orgs and leadership.
Looking back
During my first three years at Amazon, I worked on initiatives to make it a place for discovery and inspiration by building shoppable feeds to get people browsing for fun. This partnership came at it from the other direction: rather than trying to change a deeply ingrained behavior to pull people to Amazon, we brought Prime's trust and convenience to where they were already browsing. It taught me how much you can experiment and learn when two companies combine strengths around a shared goal.
IMPACT
IMPACT
Speed to market
Speed to market
Launched Amazon retail in under 3 months, followed by Buy with Prime merchants 3 months later.
Launched Amazon retail in under 3 months, followed by Buy with Prime merchants 3 months later.
Design pattern
Design pattern
Established a custom ad format that adapts to Prime and non-Prime members.
Established a custom ad format that adapts to Prime and non-Prime members.
Collaboration model
Collaboration model
Defined the cross-company design review process between Amazon and Meta.
Defined the cross-company design review process between Amazon and Meta.
Platform expansion
Platform expansion
Extended the experience to TikTok and new ad formats such as Stories, product carousel, and influencer collections.
Extended the experience to TikTok and new ad formats such as Stories, product carousel, and influencer collections.
LOOKING BACK
LOOKING BACK
During my first three years at Amazon, I worked on initiatives to make it a place for discovery and inspiration by building shoppable feeds to get people browsing for fun. Years later, we came at it from a whole different direction: rather than trying to change a deeply ingrained behavior to pull people to Amazon, we brought Prime's trust and convenience to where they were already browsing. It taught me how much you can experiment and learn when two companies combine strengths around a shared goal.
During my first three years at Amazon, I worked on initiatives to make it a place for discovery and inspiration by building shoppable feeds to get people browsing for fun. Years later, we came at it from a whole different direction: rather than trying to change a deeply ingrained behavior to pull people to Amazon, we brought Prime's trust and convenience to where they were already browsing. It taught me how much you can experiment and learn when two companies combine strengths around a shared goal.
See complete project breakdown in Figma Slides.
See complete project breakdown in Figma Slides.
Continue to Figma
