Amazon | Carolvxavier

Amazon Books Storefront Redesign

A Amazon Books storefront featured a wide variety of products, subscriptions, and promotional content, but the experience made it difficult for customers to quickly find what they were looking for. Competing visual elements, unclear navigation, and inconsistent content hierarchy created friction throughout the browsing journey.

Mockup Desktop

Mockup Mobile

Benchmarking

BR Books Header: CTR 4.23% (Since Jan/24)

BR Books Special Nodes: CTR 12.93% (Since Jan/24)

Amazon Moda Herotator: CTR 24,76% (Since Jan/24)

BR Books: CTR 8.09% (Since Jan/24)

US Books US: CTR 14.85% (Since Jan/24)

Persona

Emily

32 years

Marketing Manager

"I don't want to spend time looking for books—I want to spend time reading them."

Needs

• Clear navigation.

• Better organization.

• Faster discovery.

• Consistent shopping experience.

Goals

• Find books quickly without navigating through multiple pages.

• Discover new titles based on her interests.

• Easily access Kindle Unlimited and Prime Reading benefits.

• Browse categories without feeling overwhelmed.

Frustrations

• Too many competing promotional banners.

• A homepage that is difficult to scan.

• Categories hidden inside complex menus.

• Excessive scrolling before reaching relevant books.

Current User Journey

Key Insights

• From analyzing the current Books Storefront, several usability issues became clear: Users were exposed to too much promotional content before reaching books.

• Product categories lacked visibility and required additional navigation.

• Multiple visual styles competed for attention, reducing scanning efficiency.

• Kindle services were presented too late in the browsing journey.

• The homepage lacked a clear reading flow, making exploration feel fragmented.

Key Design Decisions

1. Simplifying Navigation: The existing navigation relied on multiple menu levels, making it difficult for users to quickly find categories and discover new books. To reduce cognitive load, I simplified the information architecture by grouping related content and minimizing unnecessary menus and submenus, creating a more intuitive browsing experience.

Proposal

Captura de Tela 2026-07-24 às 10.37.31.png

Current

3. Improving Category Discoverability: Instead of hiding categories within the navigation menu, key book categories were displayed as visual shortcuts at the top of the homepage. This allows users to access popular sections immediately without additional navigation, encouraging faster exploration.

4. Using Visual Elements to Increase Engagement: Promotional highlights were redesigned using large carousel banners to create a more engaging browsing experience. The carousel allows Amazon to feature seasonal campaigns and promotions without overwhelming users with multiple competing banners.

Proposal

Captura de Tela 2026-07-24 às 10.37.19.png

2. Creating a Stronger Visual Hierarchy: The homepage contained multiple promotional elements competing for attention. A clearer visual hierarchy was established through improved spacing, typography, and content organization, making it easier for users to scan the page and identify key sections.

Proposal

Current

5. Clarifying Amazon Reading Services: Many customers are unaware that Kindle Unlimited and Prime Reading are separate subscription services. In the current experience, both offers are presented together, which can create confusion. The redesign introduces dedicated visual callouts for each service, helping users better understand their differences and benefits.

6. Highlighting Focus Categories: Priority categories received greater visual prominence through dedicated sections and icon-based navigation. This helps users quickly identify popular topics and encourages content discovery without relying solely on search or filters.

Proposal

Current