Amazon Basics Digital CX Management

Managing product detail page content strategies, editorial content, production, and guidelines on Amazon.

Case Study: AA Batteries

Before

After

Anticipating customers’ content needs to choose from 4 types of AA’s:

4-Step Approach

  • 1. Research

    Understand how customers use Amazon Basics detail pages. Identify critical gaps and opportunities by harnessing existing insights and user testing.

  • 2. Strategize

    Audit existing content and benchmark.. Build wireframes and define production processes to manage contact at scale across multiple global teams and partners.

  • 3. Experiment

    Test and fail quickly. Gauge strategy against sales and concession rates, user testing, and weblabs. Customer insights are the keystone for building long-term strategy and informing creative vision.

  • 4. Scale

    Once the best approach is identified, codify it into a repeatable, scalable process. Some situations may require additional build-outs, such as the diversity of our creation partners capabilities, or specific regional customer needs.

Scope of Work

  • Including editorial, white background, and environmental for over 150 product categories. Partnered with 6 studios globally, including 2D & 3D.

  • It started with a self-initiated experiment, and ultimately became a permanent fixture in the brand’s content toolkit. Overseen bids and contracts with multiple partners.

  • From quick engagement videos for social media cross-use to longer segments that included product education or opportunities to surprise & delight the customer. Partnered with both internal studios and external agencies to execute.

  • I’ve managed a team of copywriters, including overseeing guideline development, production, and execution.

  • Amazon Basics products are present in over 12 countries. Partnered with regional experts to ensure brand and content guidelines maintained a cohesive and consistent visual language, while also anticipating regional partner’s needs.

  • Each piece of content is only as successful as the capability to create and manage at scale. Experienced with developing net new guidelines and rolling out across multiple teams.