Amazon Haul
A trend-driven shopping experience inside Amazon
Amazon Haul was created to help Amazon compete in the growing low-cost ecommerce space through engaging product discovery, streamlined browsing, and trend-driven shopping behaviors.
Why it Mattered
To the Customer
1M+
Products Under $10
$1
Starting Price Points
To Amazon
~$2B+
Annual GVM
25
Global Markets
How it Started
Amazon was losing ground to Temu and Shein. The directive from leadership was three words: make it weird. No detailed spec, no user research mandate, and a tight timeline to figure it out. Amazon had a known browsing problem. They'd tried several times to make discovery feel native to the shopping experience. This was the next attempt, with a clear business target: compete in the low-cost, trend-driven shopping space.
The real challenge wasn't solving a customer pain point. It was translation. Taking a three-word directive and turning it into an end-to-end shopping experience.
My Role
Lead Designer
I led the end-to-end UX vision for a brand new shopping experience on Amazon, defining customer flows, navigation patterns, onboarding concepts, and information hierarchy across the customer journey. I collaborated across 5+ orgs to help align strategic direction through stakeholder and executive reviews while exploring trend-driven shopping behaviors, experimental interaction patterns, and early AI-assisted customer experiences.
Big Ideas,
Real Impact
PLACE HOLDER COPY.