amazon custom

Lead Product Designer

End-to-End Customization Experience

Designing an intuitive, scalable platform for buyers to personalize products and for sellers to manage complex customization options across the massive Amazon ecosystem.

2.8%

2.2%

Mobile conversion

Desktop conversion

Problem statement

Buyer experience:
Customers faced inconsistent, non-interactive, and confusing customization interfaces with no reliable real-time preview. This fragmentation created high buyer anxiety and led to low conversion rates and disputes. We needed a unified, high-fidelity platform to deliver a simple, trustworthy personalization experience across all product types.

Seller Experience
Amazon lacked a scalable, standardized platform for sellers to define complex customizations, resulting in a massive two-sided market inefficiency. Sellers endured high setup time and fulfillment errors because their configuration logic was disconnected from the buyer experience. The challenge was building a flexible architecture that drastically reduced seller overhead while ensuring configuration accuracy.

Achieving the mission

Build the foundational UX and architecture required to make Amazon the world's most reliable and scalable destination for customizable products.

Goal

Value proposition

→ High-Fidelity Customization
→ Scalable Marketplace Onboarding
→ Ecosystem Monetization & Defensibility

Know your customer

Custom Buyers

Custom Sellers

Custom buyer features

The buyer experience is characterized by fluid, interactive configurators that provide immediate visual feedback and real-time previews.

Custom Product Detail Pages

To maximize user familiarity and trust, we leveraged the existing Amazon Product Detail Page framework, seamlessly integrating the customization builder directly into the familiar interface.

Specifications Configurator

Modular interface designed for tailoring complex product specifications—such as size, material, color codes, and component upgrades.

Advanced Product Builder

This tool grants buyers granular control over every customizable dimension and specification, allowing them to precisely configure materials, finishes, and component parameters.

Emphasizing User Control

Introduced a structured Specification Mapping Layer that translates highly technical seller-defined variables (SKUs, tolerances, material grades) into simple, human-readable choices for the buyer.

Custom Sofa - Buying Experience

Custom Sofa - Seller Experience

Custom Seller Experience – WYSIWYG

A dedicated, visual interface in Seller Central that allows merchants to define complex product rules, pricing tiers, and inventory logic for customized items, ensuring that the buyer's choices translate perfectly into a ready-for-fulfillment order.

Custom Seller Experience – Configurator

The custom seller experience is a streamlined, control-intensive workflow that leverages progressive disclosure to guide sellers through complex product configuration.

Amazon Handmade

Amazon Custom's platform gave way to be leveraged by our maker-only types of sellers.

Makers only sellers

Amazon Handmade lets makers offer their unique creations to customers around the world. It also provides customers with a trusted destination to find genuine handcrafted goods.

For more information, visit this site.

Here's what our customers say

★★★★★

"I used to be so nervous ordering custom items because you never knew exactly what you'd get. The real-time 3D preview on Amazon Custom is a game-changer. It let me move my text and see the engraving perfectly before I hit checkout. The final product was exactly what I saw—no more guesswork or anxiety. This made me confident enough to finally order my wedding favors."

— Sarah L., Amazon Buyer