Aa
BOOTS.com
Top reviews
Most recent
Amazon Customer
My favorite winter boots
Aa
My favorite winter boots
AMAZON
Customizing Amazon reviews
See process in Figma Slides
Aa
BOOTS.com
Top reviews
Most recent
Amazon Customer
My favorite winter boots
Aa
My favorite winter boots
AMAZON
Customizing Amazon reviews
See process in Figma Slides
AMAZON
Customizing Amazon reviews
See process in Figma Slides
How customization strategy for Amazon reviews on merchant sites drove merchant adoption
Reviews from Amazon brings Amazon product reviews to merchants' own direct-to-consumer (DTC) sites, giving shoppers trusted social proof while helping merchants increase conversion by 38% on average.
I joined as the lead UX designer for the shopper experience, where I led the customization strategy for Amazon reviews outside Amazon.com: determining what merchants could control and what needed to stay consistent to protect shopper trust and Amazon recognition. While collaborating with the merchant UX team, I created a research-led customization framework that scaled across the product, and established the working model between the off-Amazon and Amazon.com teams.
How customization strategy for Amazon reviews on merchant sites drove merchant adoption
Reviews from Amazon brings Amazon product reviews to merchants' own direct-to-consumer (DTC) sites, giving shoppers trusted social proof while helping merchants increase conversion by 38% on average. However, merchants didn’t like how the reviews looked so much like Amazon, resulting in lower merchant adoption.
I joined as the lead UX designer for the shopper experience, where I led the customization strategy for Amazon reviews off-Amazon: determining what merchants could control and what needed to stay consistent to protect shopper trust and Amazon recognition. While collaborating with the merchant UX team, I created a research-led customization framework that scaled across the product, and established the working model between the off-Amazon and Amazon.com teams.
ROLE
ROLE
Lead UX Designer
Lead UX Designer
PLATFORMS
PLATFORMS
Desktop & mobile web
Desktop & mobile web
YEAR
YEAR
2024
2024
CONTRIBUTIONS
CONTRIBUTIONS
Product Strategy, UX, Visual Design
Product Strategy, UX, Visual Design
Font
Source Serif Pro
Font
Source Serif Pro
CHALLENGE
CHALLENGE
Merchants wanted to display their Amazon reviews on their DTC sites, but the MVP offered very limited styling controls. As a result, Amazon branding was overpowering on their sites, leading to lower merchant adoption.
This meant balancing four competing needs:
Emerging merchants wanted to lean on Amazon's branding for credibility.
Established merchants wanted the reviews to look like their own brand.
Amazon needed to protect the recognition they've built over 30+ years.
Shoppers needed to know the reviews were real Amazon reviews.
Merchants wanted to display their Amazon reviews on their DTC sites, but the MVP offered very limited styling controls. As a result, Amazon branding was overpowering on their sites, leading to lower merchant adoption.
This meant balancing four competing needs:
Emerging merchants wanted to lean on Amazon's branding for credibility.
Established merchants wanted the reviews to look like their own brand.
Amazon needed to protect the recognition they've built over 30+ years.
Shoppers needed to know the reviews were real Amazon reviews.
Previous experience on DTC site
STRATEGY
STRATEGY
To balance these needs, I hypothesized that shopper trust was tied to specific Amazon recognition signals. Once we identified what they were through research, we allowed other components like buttons and expanders to safely customize and adapt to the merchant's brand.
This hypothesis-driven strategy shaped the first set of customization controls: what to protect, and what merchants could customize.
To balance these needs, I hypothesized that shopper trust was tied to specific Amazon recognition signals. Once we identified what they were through research, we allowed other components like buttons and expanders to safely customize and adapt to the merchant's brand.
This hypothesis-driven strategy shaped the first set of customization controls: what to protect, and what merchants could customize.
Default vs. Customized
IMPACT
IMPACT
Adoption
Adoption
Increased merchant adoption of the product.
Increased merchant adoption of the product.
Scale
Scale
Created the first framework for how Amazon reviews appear outside Amazon, now used across all future features.
Created the first framework for how Amazon reviews appear outside Amazon, now used across all future features.
Collaboration model
Collaboration model
Established the working model between the off-Amazon and Amazon.com orgs.
Established the working model between the off-Amazon and Amazon.com orgs.
Alignment
Alignment
Defined design principles for customizations, aligned across orgs and reviewed with leadership.
Defined design principles for customizations, aligned across orgs and reviewed with leadership.
See complete project breakdown in Figma Slides.
See complete project breakdown in Figma Slides.
Continue to Figma
