Amazon — Case study
Amazon Landingpage Builder
Empowering Amazon designers around the world to build great landing page experiences.
We designed and built a modular page-building system on top of Amazon’s CMS, so creative teams could 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 freedom.
Back in 2014, Amazon’s internal CMS, an in-house content repository optimized for the backend, was excellent at feeding product data and algorithmic inputs but lacked flexible design controls.
Technical and product evolution
Rather than replacing the CMS, we took an augmentation-first approach, turning it into a designer-friendly front-end layer. Here’s what we did:
Modular box models
Abstract container components (rows, cards, media) that encoded layout logic, style rules and responsive behavior.
API-layer integration
The boxes communicated with the CMS backend via lightweight JSON, enabling real-time data retrieval, content mapping and rendering.
Responsive by design
The system adjusted automatically across breakpoints, so no separate mobile and desktop versions were needed.
Performance-safe
AWS CloudFront-style caching and fallbacks in the CMS content delivery pipeline kept latency low.
First use case
Avengers 2014
Our first use case was a timely test with the Avengers 2014 campaign. We analyzed front-end load times, heatmap activity and scroll depth.
The system performed flawlessly: fast, flexible and visually rich.
From prototype to product
With a successful proof of concept, we partnered with product and engineering to build a beta of our internal layout tool. It included:
A visual composer that hid CMS complexity: no code or markup needed
Built-in performance and device compliance checks
A phased launch plan: pilot → feedback → iteration → global internal rollout
Designers across Amazon’s markets adopted it quickly.
It became the core engine for interactive, high-conversion landing pages on Amazon, without deviating from backend delivery standards.
Were we successful?
Interactive landing pages on Amazon are still built with this tool.
The results
Global rollout
Still used by Amazon teams across the US, Europe and Asia.
Design autonomy
Designers create high-performing, interactive campaign pages with no front-end development required.
Product foundation
The underlying UX infrastructure for branded landing experiences at Amazon.
Technical efficiency
Shorter development cycles and faster time-to-market for campaigns.
Commercial impact
Directly helped Amazon secure millions in advertising spend by giving brand partners confidence in the visual and performance quality of their campaign pages.
