Crafting alongside one of the world’s most popular memberships: Amazon Prime and Business Prime
Amazon Prime serves household needs around the world. Amazon Business needed a way to bring the same sense of promise, but serving businesses, not households. My team drove the design vision for Business Prime; defined the brand identity for Amazon Business, Business Prime, and all product benefits; and designed the user experience for acquisition, engagement, and renewals. The program creates our most satisfied customers.
When we created Amazon Business, though it included the familiar Amazon shopping experience, it did not include the familiar Prime membership benefits, leaving customers frustrated. The Prime program, however, is specifically designed to offer benefits that make your household use of Amazon special. We needed to offer a program that would live up to the promise of the Prime brand but distinctly serve businesses. To do so, Business Prime was born, now available in the U.S., Germany, Japan and the United Kingdom.
Business Prime marketing page
My team drove the design vision: one that would always serve the best of Amazon Business experience — “above and beyond” what was expected. We also provided the creative direction across all products and services packaged with Business Prime, and drove the user experience workflows throughout the product experience for acquisition, renewals, engagement, and badging.
Examples of the art direction sweeping through multiple programs across the organization, coming together with a unified brand identity.