Amazon Kitchen Retail Category Redesign

During my tenure at Amazon Creative Services, I lead the retail design content team, supporting all the categories for North America. One of the key initiatives we took on was helping the Amazon Kitchen category rebrand. The browse experience when we started leveraged third-party photography and imagery and didn’t have an aspirational approach for customers that wanted to discover and unlock their potential in the kitchen.

Our focus was to elevate the Amazon Kitchen store to that of a premium, specialty retailer, allowing brands to feel confident launching their most innovative and premium products with Amazon Kitchen. This overhaul shifted our visual aesthetic from photo art direction to the shopping UX for our top-tier browse pages. The new “brand” was really a subset of the global Amazon brand, but leveraged hand-written fonts, hands-in shots, purposeful messiness in styling, natural camera movement, and realistic daylighting to create an appealing and aspirational approach for our content to connect with customers. Amazon Kitchen’s premium selection would be featured to appeal across a spectrum of customers casual cooks to seasoned chefs, simultaneously elevating the entire category offering.

We partnered with top brands and influencers to spark our customers’ imagination and enthusiasm for the many joys of culinary life—through delectable photography, immersive video, and modern design. This category transformation couldn’t have been done without our strong business and content partners.