Tianyu Qiu
Amazon Buy with Prime Advertising Account Linking
Role:
UX Design Lead
Product:
Buy with Prime Merchant Console
Focus Area:
UX Design, User Flow, Usability Testing, Prototype, Amazon Merchants manage and linking Amazon accounts
Context & Challenges
Amazon’s Buy With Prime Advertising ecosystem enables vendors to promote products across channels. However, advertising management tools were not intuitive for merchants managing campaigns and creative assets — especially at scale. The business needed a platform where merchants can efficiently plan, launch, and optimize ad campaigns while understanding performance and cost implications.
Key Questions
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How might we streamline campaign creation and management workflows?
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What interface patterns help merchants interpret advertising performance without confusion?
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How can the design support merchants of varying scale — from small shops to high-volume sellers?
In Discovery phase, trying to research all the Amazon Seller accounts and understanding how all the accounts works, as well as the relationship between each account.
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Link Seller Central Account, Amazon Ads account, Merchant Console account
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The linkage will allow merchants to pull their BwP product catalog into the Ads Console to create a BwP Store Page on Amazon.com. After creating a BwP Store Page, merchants can create Sponsored Brand ad campaigns that drive traffic to the store page and their DTC website from Amazon.com.
Plan Timeline
APPROACH + Process
Based on the BRD (Business Requirement Description) work with the PM, and provide an estimated time for the workload
Research
Methods
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Stakeholder interviews with product owners and merchant service leads
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Usability testing with merchant users of different experience levels
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Analysis of pain points in existing advertising workflows
Analyze current flow of link all the account
Understand the existing functions across Amazon's different consoles, I will need to study the current marketing page, since this new feature will be release under marketing section.
Key Insights
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Merchants struggle with cognitive load when managing multiple campaigns and inventories across multiple accounts and stores
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Campaign setup forms were overwhelming due to lack of step clarity
DESIGN
Goals
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Reduce friction in campaign setup
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Increase merchant confidence in creating store pages for their Buy with Prime account by themselves
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Easy to manage multiple Amazon merchant accounts and storefronts
Solution Highlights
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Progressive Campaign Setup: Step-by-step campaign creation with inline guidance
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Intuitive account setup and linking: Easy and intuitive account linking wizard step-by-step experience.
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Dynamic Filters: Support merchants in managing large inventories and many campaigns
User Flow
By linking Buy with Prime account with Amazon Ads account, merchants will be able to use Amazon Ads products, such as Buy with Prime Store page, which allow merchant to create a specific store page under their existing DTC website that are specifically showcasing Buy with Prime catalogs, and Sponsored Brand Ad Campaigns allow merchants to run ad campaign on Amazon.com and drive traffic from Amazon to their Buy with Prime Store page or Buy with Prime product detail pages.
Marketing page flow
Settings page flow
Marketing page flow
Settings page flow
Create Buy with Prime Store Page - Add Products to the Store page
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