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, 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.
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
Created high-craft campaign assets for offsite channels, extending the Prime Day visual system beyond onsite experiences while maintaining alignment with core imagery and ensuring a cohesive global presence.
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
Created high-craft campaign assets for offsite channels, extending the Prime Day visual system beyond onsite experiences while maintaining alignment with core imagery and ensuring a cohesive global presence.
Event MOODBOARD
Event MOODBOARD
A System for Global Consistency
As part of my role as design lead, I lead the team to establish a global style guide. The guide was then delivered through the Design Portal, a centralized platform for creating, maintaining, and distributing guidance across teams and markets. It served as a single source of truth for Prime Day, enabling consistent execution at global scale.
The system provided comprehensive guidance across key areas, including visual direction, voice and messaging, typography, art direction and photography, as well as onsite and social templates. Clear examples and standards ensured teams could execute efficiently while maintaining a cohesive and recognizable Prime Day experience.
Centralized Onsite Graphics
Centralized Onsite Graphics
Creative and Leadership Reviews
As part of my role, I led the Onsite Creative Review (OCR), an early-stage review process for key Prime Day placements.
This framework brought teams together to share work in progress, align on style guide application, and resolve questions before presenting to senior leadership.
The OCR helped ensure creative consistency across teams while improving the quality and readiness of work ahead of SVP-level reviews.
Designing the First Impression
The splash screen serves as the first touchpoint customers encounter when opening the Amazon app during Prime Day, making it a high-visibility moment to establish the event’s visual presence.
My team and I developed a series of iterations that could be deployed strategically throughout different phases of the event, allowing the experience to evolve over time while remaining consistent with the global system.
Despite technical constraints, we introduced animation that maintained alignment with the style guide, ensuring a polished and cohesive experience from the moment the app opened.
LEAD UP
DAY OF
FINAL HOURS
Designing the First Impression
The splash screen serves as the first touchpoint customers encounter when opening the Amazon app during Prime Day, making it a high-visibility moment to establish the event’s visual presence.
My team and I developed a series of iterations that could be deployed strategically throughout different phases of the event, allowing the experience to evolve over time while remaining consistent with the global system.
Despite technical constraints, we introduced animation that maintained alignment with the style guide, ensuring a polished and cohesive experience from the moment the app opened.
Designing the First Impression
The splash screen serves as the first touchpoint customers encounter when opening the Amazon app during Prime Day, making it a high-visibility moment to establish the event’s visual presence.
My team and I developed a series of iterations that could be deployed strategically throughout different phases of the event, allowing the experience to evolve over time while remaining consistent with the global system.
Despite technical constraints, we introduced animation that maintained alignment with the style guide, ensuring a polished and cohesive experience from the moment the app opened.
LEAD UP
DAY OF
FINAL HOURS
Championing the Amazon Box
As part of the out-of-home campaign, we centered the creative around the iconic Amazon box, using it as a unifying visual element across executions.
Whether open or closed, the box represents the sense of possibility and discovery at the core of the Amazon experience.
The box also functioned as a flexible template, enabling a wide range of global iterations while maintaining a consistent visual identity. Its structure naturally supported animation, with opening and closing moments used to reveal products and reinforce the anticipation of Prime Day.
Championing the Amazon Box
As part of the out-of-home campaign, we centered the creative around the iconic Amazon box, using it as a unifying visual element across executions. Whether open or closed, the box represents the sense of possibility and discovery at the core of the Amazon experience.
The box also functioned as a flexible template, enabling a wide range of global iterations while maintaining a consistent visual identity. Its structure naturally supported animation, with opening and closing moments used to reveal products and reinforce the anticipation of Prime Day.
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Getting Social
Prime Day social creative was developed in partnership with the Mass Advertising team, extending the campaign into a broader social ecosystem. The work balanced brand-forward executions with more bespoke, socially native concepts, supported by flexible guidance and templates.
Creative included adaptations of onsite homepage hero assets alongside net-new concepts designed specifically for social platforms. This approach ensured consistency with the core visual system while allowing content to feel native and engaging within each channel.
Getting Social
Prime Day social creative was developed in partnership with the Mass Advertising team, extending the campaign into a broader social ecosystem. The work balanced brand-forward executions with more bespoke, socially native concepts, supported by flexible guidance and templates.
Creative included adaptations of onsite homepage hero assets alongside net-new concepts designed specifically for social platforms. This approach ensured consistency with the core visual system while allowing content to feel native and engaging within each channel.
Paid social Templates
Inspired by iconic red carpet “GlamBOT” moments and their TikTok DIY counterparts, this social campaign reframes everyday Prime Day deals as transformative upgrades, showcasing how accessible products can elevate customers’ everyday experiences.
Campaign Theme
"Greatness is a deal away"
Social Campaign Theme
"Greatness is a deal away"
Inspired by iconic red carpet “GlamBOT” moments and their TikTok DIY counterparts, this social campaign reframes everyday Prime Day deals as transformative upgrades, showcasing how accessible products can elevate customers’ everyday experiences.
Social Campaign Theme
"Greatness is a deal away"
Campaign driven
PRoduct inspired
Social Lineup
PRoduct inspired
Campaign driven
Social Lineup
Social Lineup
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. This work reinforced Prime Day as a globally unified retail moment while establishing a scalable system that can evolve across future events.
24.1
BILLION IN US SALES
U.S. retailers drove an estimated $24.1 billion in online sales during the four-day period, even higher than the $23.8 billion forecasted.
5.4
MILLION PRIME SIGN UPS
The event saw record-breaking sales and participation, with the 2025 Prime Day being described as the biggest in Amazon's history.
26
COUNTRIES PARTICIPATED
Prime Day 2025 expanded its global reach, with 26 countries participating in a coordinated, multi-market event that delivered a consistent customer experience at scale.