Amazon’s existing “Brand Story” modules helped brands add brand-level content to product detail pages, but they weren’t built for flexible merchandising, experimentation, or scalable shoppability. I worked on experiments around A+ “Brand Collections,” a new modular system designed to help brands merchandise products dynamically while testing more browsable customer experiences.
My role included translating experimentation logic into actual seller-facing UX in A+ (ACM), operationalizing ongoing experiments inside a live enterprise publishing system.
- Helped define module structure and field logic.
- Wrote seller guidance and instructional copy for the ACM experience.
- Clarified shoppability requirements.
- Aligned experimentation behavior within the ACM to create a clear experience for sellers.
- Supported rollout documentation across US, EU, and JP marketplaces.
Building Modular, Shoppable Systems
A major focus of the experiments was increasing shoppability while reducing friction.
I helped shape experiment designs, including where cards linked, how products should appear in imagery, when Brand Store vs PDP routing should be used, and how optional copy and headlines should function. This work helped operationalize merchandising behavior inside the publishing workflow itself.
Experiments tested cleaner image-first merchandising layouts against metadata-heavy versions. We used the results of our experiments to inform subsequent rounds.
Translating Experimentation into Product UX
One of the core challenges was determining how experimental merchandising treatments should actually function inside the editor itself.
We learned through previous experimentation that brands wanted greater creative flexibility without sacrificing performance or usability, which required balancing experimentation rigor with scalable seller usability.
I helped structure the seller-facing experience that powered these tests, including module set-up guidance, experiment requirements, backend logic, and decisions around:
- Custom collection naming
- Font and card color controls
- Image behavior
- Configurable collection structures
- Standardized terminology across experiments
Built to ship and scale
We used the current ACM experience to build a stacked module structure for configurable mix-and-match cards. Customization controls allowed brand flexibility while maintaining structured experimentation.
The experiments scaled across multiple marketplaces and dozens of participating brands. In addition to in-product UX, I contributed to:
- Seller-facing SOPs
- Rollout documentation
- Experiment explanations
- Workflow guidance
- Operational coordination support
This work reinforced how deeply connected UX writing, experimentation, and operational systems are inside enterprise tooling.
