The Challenge
Amazon sellers, many of them small and medium business owners, have long struggled with the complexity of selling on the platform. They choose Amazon for what it offers their buyers: fast shipping, free returns, and seamless checkout, all backed by Amazon's fulfillment network. But to deliver on that promise, merchants are forced to juggle multiple disconnected tools such as Seller Central for inventory and fulfillment, Amazon.com for product listings, and third-party apps for taxes, billing, and payments.
What they need is a single, unified solution to manage their inventory, fulfillment, and finances in one place.
The Approach
As part of a larger UX team, I owned key portions of the merchant journey from awareness through ongoing management. Before designing the setup experience, I grounded my approach in the merchant insights gathered from research, particularly the core frustration of juggling multiple disconnected tools just to sell on Amazon.
From those insights, I defined a set of experience outcomes to guide the design. The setup needed to consolidate enrollment and management into a single site, clearly outline every step to add the Buy with Prime widget, and offer contextual help with plain-language definitions throughout. These outcomes served as a framework for design decisions, keeping the work anchored to real merchant needs.
The Outcome
The result was a streamlined experience that empowers independent business owners to offer their customers the same benefits they'd expect from Amazon — fast shipping, free returns, and seamless checkout — without the complexity of navigating multiple disconnected tools.
Today, Buy with Prime helps over 50,000 third-party sellers connect Amazon's fulfillment and checkout infrastructure to their own storefronts, faster and with far less friction.
