Amazon Advertising
As a Senior UX Designer on the team responsible for Amazon's self service tools for online advertising, my role was designed to be single-threaded, meaning I owned the experience for a feature/function of our advertising platform. I worked closely with the other designers on the team to ensure consistency, cohesion, and above all else, the customer experience.
Portfolios for Amazon Sponsored Ads
Portfolios introduce a new management feature that enables advertisers to group and organize Sponsored Products and Sponsored Brands campaigns into collections that mirror the structure of their business. With portfolios, advertisers now have the flexibility to arrange campaigns in a way that’s meaningful for them, such as by brand, product category, or season. Advertisers have the ability to set budget caps on their portfolios to help manage overall spend for a given time period across related campaigns. The new functionality provides broader guardrails while allowing high performing campaigns to continue spending.
As the lead designer, I pushed to raise the bar on our designs by leveraging a number of internal review mechanisms, as well as customer interviews, and usability studies. Within the first couple of weeks over 20,000 advertisers had created 51,000+ portfolios, grouping more than 300,000 campaigns and expressing portfolio budgets of $11+ million.
“We have different budgets for each brand in each month. With some brands having over 50 campaigns, this makes it much easier to manage the total budget rather than needing to manage at the campaign level. Overall, the implementation process was very easy and intuitive. The performance view is nice, but it doesn’t contain product display. Once setup, the portfolio level budget caps are exactly what we need to help limit spend by groups of campaigns.” - Fortune 500 Amazon Advertiser
Advertiser design patterns
The quantity of interfaces and the number of designers that are responsible for them are numerous; we work hard to improve the experience for advertisers and the shoppers that see the ads. We rely on designing and improving our patterns consistently and documenting them for our fellow UX Designers. I recently improved our date picker pattern that is used in many different contexts on our advertiser platform.
Campaign budget notifications & recommendations
"Advertisers can now stay on top of their Sponsored Products campaign budget status with new notifications and tailored recommendations designed to keep your campaigns live throughout the day.
Once a daily budget is spent, your campaign is paused and ads will not serve until the following day or until the budget is increased. Since Amazon customers shop for products throughout the day, you could miss potential ad impressions and sales if your campaign is paused. Start using the budget tool today to keep your campaigns running continually and help maximize your sales opportunities.
Save time with automatic notifications to quickly see when campaigns are running out of budget
Real-time budget notifications now appear at the top of Campaign Manager in both Seller Central and advertising console (formerly Amazon Marketing Services, or AMS) accounts, where advertisers create and manage their ad campaigns.
By viewing notifications when you log into your account, you’ll know when Sponsored Products campaigns are out of daily budget or have spent at least 80% of the budget, as well as the total number of campaigns affected.
Leverage tailored recommendations to optimize your budgets
Click your notification to see recommended budget increases for each campaign that is out of budget or at risk of going dark.
Recommendations are based on the campaign’s historical spend rate, expected traffic, and seasonality. These are updated in real time based on both changes you make to the campaign and Amazon traffic variations.
The links will take you directly to Campaign Settings, where you can apply the budget recommendation with one click and keep your campaign running.
