Amazon Kitchen:
Shoppable Discovery
Design strategy driving 25%+ CTR growth for Amazon's Kitchen storefront.
Content-First for Discovery
At first, kitchen shoppers weren't converting well, and premium brands avoided the platform as too low-end.
Executive stakeholders aimed to reverse that: engage shoppers and leverage those brands to grow sales.
I led a strategic shift from product listings to inspiration-led, shoppable content.
Transformation
Data-Driven Design
Customers who watched videos spent $12 more on average, one of several insights that guided a cross-functional team through content strategy, validated by two rounds of A/B testing and shaped by my ProductX Framework.
Research and Insights findings shaped Strategy, which moved into Design and Prototype, Validated through A/B testing.
Narrative Strategy: Discover, Cook, and Shop
My team and I designed a content strategy built around cooking inspiration, rich photography, step-by-step videos, and aspirational content, creating a new visual language that deepened engagement.
Content Positioning
Our tagline, “For the love of food” reflects joyful cooking and a lifestyle with quality products.
”At Amazon Kitchen, the kitchen is more than a room. It’s a space for creativity, quality, and connection.”
Kitchen Visual System
The visual system: soft natural light, fresh styling, and a clean UI, unified across photography, video, and interface.
Core system elements: type, color, icons, and photo style.
Validation & Iteration
Raising the Bar
A 25%+ CTR benchmark and 10%+ sales growth ultimately brought leadership's target premium brands: KitchenAid and Cuisinart.
It became the first category to roll out the new content system org-wide, and the model other categories followed for content-driven discovery and brand partnerships.
