PRime Day 2025
Designing for Prime Day means building a visual system that can scale across millions of customers, thousands of surfaces, and a single, globally recognizable moment.
Prime Day is Amazon’s largest global shopping event, requiring a coordinated design system that can scale across markets, channels, and surfaces.
The event is the result of months of cross-functional collaboration, aligning teams across Amazon to deliver a cohesive experience during one of the company’s highest-traffic moments.
As Design Lead on the Prime HVE (High Velocity Events) team, I led the development of the global visual system, defining creative direction and producing shared assets that enabled teams worldwide to execute a consistent and recognizable Prime Day experience.
This case study highlights the scope of that work and the role design plays in bringing Prime Day to life, at scale.
MY Role: Senior Design Lead / Art Director
Additional credits: Prime Brand HVE Team
New Prime, new Prime Day
Prime Day 2025 marked the first full rollout of Amazon's new brand architecture — a more unified, structured visual system across the entire company.
The challenge was real: honor the new framework without losing the electric energy Prime Day is known for. The goal was a celebratory experience that felt unmistakably Prime Day, while fitting cleanly within a brand system that was itself brand new.
New Prime,
new Prime Day
Prime Day 2025 marked the first full rollout of Amazon’s new brand architecture, introducing a more unified and structured visual system across the company.
Our goal was to align with this new framework while preserving the sense of energy and excitement that defines Prime Day.
The challenge was to create a celebratory experience that felt distinct and attention-grabbing, yet still cohesive within the broader brand system.
As Design Lead for my fourth consecutive Prime Day, I led the development of the global visual system, defining the style guide and creating shared creative that ensured consistency across touchpoints and marketplaces. I also drove the evolution of the customer experience, delivering fresh, high-performing assets designed to improve engagement and conversion for both Prime and non-Prime customers.
Global Style Guide
Defined the visual direction and established a clear creative standard for Prime Day, providing detailed guidance that enabled teams to deliver a consistent customer experience across markets and channels.
Centralized Assets
Established a set of fully designed and animated assets for core placements, enabling localization through copy while ensuring near-identical visual execution across global marketplaces.
Campaign Assets
Extended the Prime Day system into offsite channels through campaign assets that maintained alignment with the core visual language while feeling native to each platform.
As Design Lead, my role was to define the creative framework and guide the team through every layer of Prime Day — from the foundational style guide that set the visual standard, to the centralized assets that enabled global teams to execute consistently, to the campaign work that extended the system into the world. Each piece was shaped collaboratively, designed to work independently and as part of a unified whole.
Global Style Guide
Set the visual direction for Prime Day 2025, establishing the creative standard that guided teams across markets, channels, and touchpoints.
Centralized Assets
Built a core set of fully designed and animated assets that teams could localize through copy — ensuring visual consistency across global marketplaces without sacrificing speed.
Campaign Assets
Extended the Prime Day system into offsite channels through campaign assets that maintained alignment with the core visual language while feeling native to each platform.
A coordinated set of executions built to flex across channels, markets, and moments — while staying unmistakably Prime Day.
Event MOODBOARD
CAMPAIGN SYSTEM
A coordinated set of executions built to flex across channels, markets, and moments — while staying unmistakably Prime Day.
A System for Global Consistency
As Design Lead, I guided the team in building a global style guide delivered through the Design Portal — Amazon's centralized platform for distributing creative standards across teams and markets. It served as the single source of truth for Prime Day, giving hundreds of contributors what they needed to execute consistently at scale.
The portal covered everything from visual direction and typography to photography styling, neon activation, onsite templates, and social guidance — detailed enough to be actionable, flexible enough to work across 26 markets.
Centralized Onsite Graphics
Core hero assets, designed once and localized across 26+ global markets — maintaining visual consistency while adapting to local languages and regional platforms.
Core hero assets, designed once and localized across 26+ global markets — maintaining visual consistency while adapting to local languages and regional platforms.
Centralized Onsite Graphics
Creative and Leadership Reviews
I led the development of the Onsite Creative Review (OCR) — an early-stage review process that brought cross-functional teams together to share work in progress, align on style guide application, and resolve creative questions before work reached SVP-level leadership.
The OCR raised the quality and consistency of work across teams, creating a shared standard that made senior reviews faster and more productive.
Designing the First Impression
The splash screen is the first thing customers see when opening the Amazon app during Prime Day — a high-visibility moment that sets the tone for the entire event.
My team and I developed a series of phased iterations designed to evolve throughout the event, from lead-up through final hours, keeping the experience fresh while staying consistent with the global system. Working within technical constraints, we pushed for animation that maintained full alignment with the style guide — ensuring a polished, cohesive entry point from the moment the app opened.
LEAD UP
DAY OF
FINAL HOURS
Designing the First Impression
The splash screen is the first thing customers see when opening the Amazon app during Prime Day — a high-visibility moment that sets the tone for the entire event.
My team and I developed a series of phased iterations designed to evolve throughout the event, from lead-up through final hours, keeping the experience fresh while staying consistent with the global system. Working within technical constraints, we pushed for animation that maintained full alignment with the style guide — ensuring a polished, cohesive entry point from the moment the app opened.
Designing the First Impression
The splash screen is the first thing customers see when opening the Amazon app during Prime Day — a high-visibility moment that sets the tone for the entire event.
My team and I developed a series of phased iterations designed to evolve throughout the event, from lead-up through final hours, keeping the experience fresh while staying consistent with the global system. Working within technical constraints, we pushed for animation that maintained full alignment with the style guide — ensuring a polished, cohesive entry point from the moment the app opened.
LEAD UP
DAY OF
FINAL HOURS
Championing the Amazon Box
For the out-of-home campaign, we centered the creative around the iconic Amazon box — a instantly recognizable symbol of possibility and discovery that could flex across executions worldwide.
The box worked as both a visual anchor and a flexible template, enabling a wide range of global iterations while maintaining a consistent identity. Its structure naturally supported animation, with opening and closing moments used to reveal products and build anticipation throughout the event.
Championing the Amazon Box
For the out-of-home campaign, we centered the creative around the iconic Amazon box — a instantly recognizable symbol of possibility and discovery that could flex across executions worldwide.
The box worked as both a visual anchor and a flexible template, enabling a wide range of global iterations while maintaining a consistent identity. Its structure naturally supported animation, with opening and closing moments used to reveal products and build anticipation throughout the event.
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Extending the System: Social Campaigns
In partnership with the Mass Advertising team, we extended the Prime Day campaign into social — balancing brand-forward executions with concepts designed to feel native to each platform.
Creative ranged from adaptations of onsite hero assets to net-new social concepts, all supported by flexible guidance and templates that kept the work consistent with the broader visual system while giving each channel room to breathe.
Extending the System: Social Campaigns
In partnership with the Mass Advertising team, we extended the Prime Day campaign into social — balancing brand-forward executions with concepts designed to feel native to each platform.
Creative ranged from adaptations of onsite hero assets to net-new social concepts, all supported by flexible guidance and templates that kept the work consistent with the broader visual system while giving each channel room to breathe.
PAID SOCIAL — PLATFORM EXTENSIONS
We built a social campaign concept rooted in a cultural truth — the transformative power of a great find. Inspired by iconic red carpet GlamBOT moments and their TikTok DIY counterparts, the campaign reframed everyday Prime Day deals as upgrades, showing how accessible products can genuinely elevate the everyday.
Campaign Theme
Greatness is a Deal Away
Social Campaign Theme
Greatness is a Deal Away
We built a social campaign concept rooted in a cultural truth — the transformative power of a great find. Inspired by iconic red carpet GlamBOT moments and their TikTok DIY counterparts, the campaign reframed everyday Prime Day deals as upgrades, showing how accessible products can genuinely elevate the everyday.
Social Campaign Theme
Greatness is a Deal Away"
Campaign driven
PRoduct inspired
Social Executions
PRoduct inspired
Campaign driven
Social Executions
Social Executions
Campaign driven
Product inspired
Product inspired
Product inspired
The Results
Amazon declared Prime Day 2025 its largest event to date, surpassing 2024's record-breaking $14.2B in sales — a result built on a globally unified creative system, designed from the ground up to scale.
24.1
BILLION IN US SALES
U.S. retailers drove an estimated $24.1B in online sales over four days — exceeding the $23.8B forecast and setting a new record.
5.4
MILLION PRIME SIGN UPS
Record-breaking participation made 2025 the biggest Prime Day in Amazon's history.
26
COUNTRIES PARTICIPATED
A coordinated, multi-market event that delivered a consistent customer experience at global scale.