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Empower (Amazon) Designers around the world to build awesome experiences

We designed and built a modular page-building system on top of Amazon’s CMS, enabling creative teams to launch rich, responsive landing pages without engineering support.

 

What started as a pilot became the global foundation for interactive campaign experiences.

Amazon Designers were stuck in rigid, templated layouts with little visual leeway.

Back in 2014, Amazon’s internal CMS, an in-house, backend-optimized content repository, was excellent at feeding product data and algorithmic inputs but lacked flexible design controls.

Technical + Product Evolution

Rather than replacing the CMS, we took an augmentation-first approach—essentially turning it into a bespoke, designer-friendly front-end overlay.

 

Here’s what we did:
 

Modular Box Models – Defined abstract “container” components (rows, cards, media) that encoded layout logic, style rules, and responsive behavior.

 

API-layer Integration – These boxes communicated via lightweight JSON with the CMS backend, allowing real-time data retrieval, content mapping, and rendering.

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Responsive by Design: The system auto-adjusted across breakpoints; no need for separate mobile/desktop versions.

Performance-safe – Leveraged AWS CloudFront-style caching and had fallbacks within the CMS content delivery pipeline, minimizing latency

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Our first use case was a timely test with the Avengers 2014 campaign, analyzing front-end load times, heatmap activity, and scroll depth.

The system performed flawlessly: fast, flexible, and visually rich.

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From Proto to Product

Armed with a successful proof-of-concept, we partnered with product and engineering to build a beta version of our internal layout tool. It included:

 

  • A visual composer interface that abstracted away CMS complexity—no code or markup needed

  • Built-in performance and device compliance checks

  • A phased launch plan: pilot → feedback → iteration → global internal rollout

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Designers across Amazon’s markets quickly adopted it.

 

This became the core engine for creating interactive, high-conversion landing pages on Amazon, without deviating from backend delivery standards.

Were we successful?
Until today, interactive landingpages on Amazon are being built by this tool.

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The Results
  • Global rollout: Up until today, this tool is being used by Amazon teams across the US, Europe, and Asia

  • Design autonomy: Enabled designers to create high-performing, interactive campaign pages with no front-end dev required

  • Product foundation: Became the underlying UX infrastructure for branded landing experiences at Amazon

  • Technical efficiency: Reduced dev cycles and improved time-to-market for campaigns

  • Commercial impact: Directly helped Amazon secure millions in advertising spend, giving brand partners confidence in the visual and performance quality of their campaign pages

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