Amazon Fashion
Building customer trust and fashion authority at scale
Role: Design Lead
Scope: 20+ person team · weekly marketing launches · digital commerce · partner programs · fashion categories
Overview
As Amazon expanded beyond books and electronics, fashion became a strategic growth category—and a credibility challenge. As Design Lead for MyHabit, later integrated into Amazon Fashion, I led a 20+ person design organization responsible for shaping how customers discovered new brands, engaged with fashion stories, and converted across a high-velocity commerce experience.
The work connected customer experience, editorial, visual merchandising, photography, marketing activation, research, and internal business coordination to help Amazon Fashion become a more trusted destination for premium fashion.
Problem
Amazon needed to build authority with fashion customers and top-tier brand partners while maintaining the speed, scale, and performance expectations of its core commerce business.
That meant creating experiences that could do two things at once: make fashion feel more aspirational and editorial, while remaining clear, shoppable, measurable, and repeatable across a weekly launch cadence. Success required alignment across senior business, marketing, engineering, merchandising, and creative leadership.
Approach
I led the design strategy and operating model across customer-facing commerce experiences, partner storytelling, marketing acquisition, and visual merchandising.
My team and I:
Designed discovery and conversion experiences that introduced new brands to Amazon customers.
Directed the integration of merchandising, editorial photography, and content into a more cohesive fashion experience.
Established a rapid, cross-functional launch cadence across marketing, design, research, merchandising, technology, and business partners.
Developed partner-facing narratives and pitches that supported Amazon Fashion’s premium-brand ambition.
Balanced Amazon’s bias for action with the precision and customer empathy required to earn trust in fashion.
The CFDA program was a defining example. It functioned as both a customer-facing campaign and a cultural signal: Amazon could participate credibly in the fashion conversation while creating a differentiated, shoppable experience across desktop and mobile.
Results
Improved fashion discovery, brand storytelling, marketing activation, and the customer journey across Amazon Fashion—driving year-over-year growth in page views and unique visitors.
During the reporting period, MyHabit generated 934.8M page views, 18.8M unique visitors, and 88.5M visits, with a 2.24% visit conversion rate. The work also helped establish the capabilities that led to my transition into Amazon’s first Private Label Softlines business across women’s and men’s apparel, shoes, and accessories.
Leadership takeaway
This experience defined a leadership principle I continue to apply: move with conviction, but never at the expense of precision or the customer experience. At scale, the best outcomes come from designing both the experience and the cross-functional system required to deliver it.
