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
Background
Buy with Prime lets Amazon Prime subscribers get Prime benefits on orders placed on merchants' online stores (e.g. Shopify site, BigCommerce site). Prime subscribers shopping on DTC store website can use this feature to order products, and get Amazon Prime benefits, such as 2-day shipping, easy returns, and Amazon customer service.
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To better understand Buy with Prime, please visit: https://buywithprime.amazon.com/home
I was in charge of designing two parts of the Buy with Prime merchant experiences one is the marketing tool that helps merchant marketing their store pages and products, which includes advertising, marketing, and promotions. The second part is Order management, return and refund.
PROBLEM
How can we help the Amazon Buy with Prime merchants easily manage and link all of their Amazon seller accounts by themselves?
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 - 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.
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.
There are two entry points to link the accounts, one from Marketing page, and the other from Settings page
Marketing page flow
Settings page flow
DESIGN
Empower the merchants to see which accounts are linked from both Marketing section and Account Setting section
Marketing page flow
Settings page flow
Create Buy with Prime Store Page - Add Products to the Store page
IMPACTS
More 3rd-party sellers sign up Amazon Ads and link to their Buy with Prime account
The outcomes of this work were beneficial for Amazon and the 3rd party merchants who sold products on their own DTC site. This new Account Linking feature gives merchants confidence in selling their products and getting all the Amazon merchants capabilities, such as Branded Storefront and Sponsored Ads. This also encourage sellers who weren't selling on Amazon.com before to explore the capability of the other Amazon products for sellers.
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