AI Amazon copy/ visual

Go back to all projects

My contributions to this project: Creative direction, Prompt engineering, Education strategy, Messaging strategy

July 2024- December 2025

Get the quick story by expanding the menu below

  • As the design lead for cardmember experiences, I identified inconsistencies in brand voice and design quality across our most critical digital communications. A root cause analysis revealed that these issues stemmed from varying levels of stakeholder familiarity with an evolving style guide.

  • My goal was to resolve these inconsistencies by creating a scalable, standardized approach that would align copywriting and design, strengthen collaboration across teams, and improve the overall customer experience.

    • Developed five brand-aligned prompt structures to standardize copy outputs and ensure consistency.

    • Framed prompts to bridge marketing and design workflows, addressing Amazon’s content-first approach where language and design must integrate seamlessly.

    • Rolled out the framework through team-wide training sessions and scaled adoption by presenting to global marketing leads across six international geographies and three U.S. partner teams.

    • Achieved a 50% reduction in errors and inconsistencies within my immediate team.

    • Successfully scaled adoption to six global partners and three additional U.S. teams, expanding organizational impact.

    • Empowered marketing stakeholders to operate with greater autonomy and agility, freeing up creative bandwidth to focus on innovation and delight in customer interactions.

    • Elevated the overall brand consistency and quality of customer-facing communications.

You need to scroll for the data (it's at the bottom).

As design lead for cardmember experiences, I identified inconsistent brand voice and design quality across critical communications, driven by uneven adoption of our evolving style guide. To solve this, I created five brand-aligned prompt structures to standardize copy and strengthen collaboration between marketing and design.

I rolled out the framework through team sessions and global presentations to marketing leads, enabling consistent brand execution across regions while reducing time spent on compliance and freeing teams to focus on creativity and impact.

BAU prompts

I first started with our most common onsite scenarios, this accounts for landing pages, prime placements, homepage placements and MAPLE banners. In short the BAU prompt covers our portfolios most common use cases on site so that marketers only have to input the value proposition one time and the prompt runs to break that down across different character counts and channel strategies for a cohesive, clear and compliant messaging strategy at scale.

Peak period prompts

Pending the success of the first use case I started shortly after to develop a similar prompt base with the additional layer of including a period specific style guide for Prime Day, Holiday and Black Friday Cyber Monday. While similar in structure this additional layer of complexity accounted for our entire years messaging strategy allowing my design team to work at scale to raise the bar on our content and design strategy for such important periods.

iI broke down our tentpole style guide tenets into clear and actionable ties to each product and segment and constructed the overall prompt to all pull from a single value proposition. This document had to work across two lanes of ownership so I color coded the resource for clear delineation on who owned what.

Heres what we launched and the presentations I gave to my org. We launched this with my immediate team ahead of Prime Day 2024 and saw as much as a 50% reduction in LOE for some of our most complex programs.

I was lucky enough to give a presentation to our global stakeholders on how to use this structure.

50% reduction in LOE

For our largest most complex workflows like Prime Card Bonus and No-Rush Delivery

Customers responded more to the brand aligned messaging

Across controlled test we saw that AI copy performed better

More autonomy allows team to be more creative

Marketers ideated more because these tools shifted focus from how to what

This project reinforced that the right balance of autonomy and constraints fuels creativity. By scaling my prompt system across multiple teams, we unified our brand voice and elevated consistency across all payment touchpoints—on and off Amazon. Built in partnership with AWS AI using internally sourced IP rather than external datasets, the tool was designed to work with designers, not replace them—ensuring ethical AI use while preserving creative ownership and brand integrity.

I’m proud of how this empowered marketers to move faster with clarity, freeing creative bandwidth for innovation and customer-delighting ideas. Most importantly, it strengthened cross-functional alignment between Product, Marketing, and Visual Design, driving efficiency, trust, and a higher standard of customer communication.

Next

Prime Visa relaunch