Amazon
Amazon
Overview
I currently work at Amazon on the TEX team within the Amazon Ads Brand Innovation Lab department. My focus lies in design and development of product and custom web experiences for the Amazon.com landscape. My expertise is design systems, motion and user focused development.
Product Selector
Timeline
6 months
Team
Brand Innovation Lab | SIP
Toolkit
Adobe Suite, Figma, VS Code
Problem
Problem
Custom product selectors delivered strong ROI but their resource-intensive development limited access to top-tier advertisers, creating a bottleneck where mid-tier brands lacked solutions and customers continued experiencing choice paralysis across wide product catalogs.
Custom product selectors delivered strong ROI but their resource-intensive development limited access to top-tier advertisers, creating a bottleneck where mid-tier brands lacked solutions and customers continued experiencing choice paralysis across wide product catalogs.
Solution
Solution
Launch a self-service tool democratizing product selectors by using modular components and eliminating spend minimums, enabling any brand to independently guide customers through products with personalized lifestyle questions.
Launch a self-service tool democratizing product selectors by using modular components and eliminating spend minimums, enabling any brand to independently guide customers through products with personalized lifestyle questions.
Development
Development
Utilizing a customizable component for top brands
Utilizing a customizable component for top brands
The team developed a customizable product selector template that seamlessly integrates into Amazon Brand Store pages while preserving each client's unique brand identity. The solution provides a plug-and-play framework where brands can advise the team on utilizing their own images, colors, typography, and layouts to match their aesthetic, creating a cohesive shopping experience that feels authentically theirs.
The team developed a customizable product selector template that seamlessly integrates into Amazon Brand Store pages while preserving each client's unique brand identity. The solution provides a plug-and-play framework where brands can advise the team on utilizing their own images, colors, typography, and layouts to match their aesthetic, creating a cohesive shopping experience that feels authentically theirs.
Results
1.6k
1.6k
loads
loads
$400
$400
average cart spend
average cart spend
10/29/24-01/22/25. Approximate values.
10/29/24-01/22/25. Approximate values.
Results
1.6k
loads
loads
$400
average cart spend
average cart spend
Development
Development
Refine component aspects based on research
Refine component aspects based on research
Customers answer a series of curated questions and receive personalized product recommendations based on their responses—all created independently by brands without SIP team involvement. This self-service approach enables brands to build engaging discovery experiences within their Amazon storefronts without additional media spend or custom development costs.
The initial Product Selector widget launched with a streamlined template offering 11 color options and 2 font weight choices. For the second iteration, I enhanced the template based on Phase 1 testing feedback and insights from brands actively using version one in their stores, expanding customization capabilities while maintaining the plug-and-play simplicity.
Customers answer a series of curated questions and receive personalized product recommendations based on their responses—all created independently by brands without SIP team involvement. This self-service approach enables brands to build engaging discovery experiences within their Amazon storefronts without additional media spend or custom development costs.
The initial Product Selector widget launched with a streamlined template offering 11 color options and 2 font weight choices. For the second iteration, I enhanced the template based on Phase 1 testing feedback and insights from brands actively using version one in their stores, expanding customization capabilities while maintaining the plug-and-play simplicity.
research
research
Feedback came directly from tiered clients of Amazon
Feedback came directly from tiered clients of Amazon
I gathered insights through multiple channels to understand how brands were using the Phase 1 self-service widget. This included direct feedback from clients, beta testing results from approximately 100 brands, and behavioral data pulled from internal Amazon dashboards. This comprehensive approach revealed both usage patterns and unmet customization needs across different brand tiers and markets.
I gathered insights through multiple channels to understand how brands were using the Phase 1 self-service widget. This included direct feedback from clients, beta testing results from approximately 100 brands, and behavioral data pulled from internal Amazon dashboards. This comprehensive approach revealed both usage patterns and unmet customization needs across different brand tiers and markets.
discovery
discovery
Product needed to be customizable
Product needed to be customizable
Key findings revealed that the United States, United Kingdom, and Japan were the top-performing markets, with Tech/Electronics, Home, Fashion/Jewelry, and Beauty leading adoption. However, 40% of stores only utilized 1 out of 3 available questions, indicating the quiz structure needed simplification or better guidance. Most critically, luxury brands expressed a need for more sophisticated customization to maintain their premium brand identity. This insight validated the opportunity to develop a pre-built, customizable template that could deliver the tailored experience luxury brands demanded while remaining accessible as a plug-and-play solution for all brand tiers.
Key findings revealed that the United States, United Kingdom, and Japan were the top-performing markets, with Tech/Electronics, Home, Fashion/Jewelry, and Beauty leading adoption. However, 40% of stores only utilized 1 out of 3 available questions, indicating the quiz structure needed simplification or better guidance. Most critically, luxury brands expressed a need for more sophisticated customization to maintain their premium brand identity. This insight validated the opportunity to develop a pre-built, customizable template that could deliver the tailored experience luxury brands demanded while remaining accessible as a plug-and-play solution for all brand tiers.
Other tops brand activated
Key Insight: Brands consistently requested deeper customization, but to scale efficiently, we needed to strategically curate which options to offer balancing authentic brand expression with faster deployment.
Key Insight: Brands consistently requested deeper customization, but to scale efficiently, we needed to strategically curate which options to offer balancing authentic brand expression with faster deployment.
Updated UI/CX development
Phase 2 V1 Implementation Example
Phase 1 Implementation Example
Phase 2 V2 Implementation Example
Phase 2 Implementation Example
Cover page option added
Cover page option added
New colors, shape and hover states
New colors, shape and hover states
Outcome
Outcome
8.3k
8.3k
stores activated
stores activated
13.7k
13.7k
pages activated
pages activated
49m
49m
impressions
impressions
10/30/24-12/31/25. Approximate values.
10/30/24-12/31/25. Approximate values.
Outcome
8.3k
stores activated
stores activated
13.7k
pages activated
pages activated
49m
impressions
impressions
Timeline
6 months
Team
Brand Innovation Lab | SIP
Toolkit
Adobe Suite, Figma, VS Code
Product Selector
Amazon
Overview
I currently work at Amazon on the TEX team within the Amazon Ads Brand Innovation Lab department. My focus lies in design and development of product and custom web experiences for the Amazon.com landscape. My expertise is design systems, motion and user focused development.
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer
© 2026, Ama Corrieri
Made with Framer