Prime Everyday Rewards is a rewards program designed to increase Everyday Essentials shopping frequency among existing Prime members in Europe.
My role: Lead product designer
Timeline: 4 months, 2024
Collaborated with: Product, Engineering, Data Science, UX research, UX Writing, Legal, Grocery and Shopping orgs
Platforms: Mobile, Desktop
EU Prime members shop Everyday Essentials much less frequently than the US.
Internal benchmarks showed frequency is about 50% lower.Additional signals showed:
To better understand shopping behavior in EU markets, I reviewed:
What stood out:
I analyzed leading loyalty ecosystems to understand how major retailers structured rewards, expiration, and repeat engagement strategies. One key takeaway was that points-based systems were more effective at reinforcing long-term shopping habits, while short-term promotions mainly drove temporary purchasing spikes.
Together with Product, Engineering, and Business stakeholders, we reviewed:
We prioritized loyalty points because they:
If Prime members are rewarded consistently for Everyday Essentials purchases and can clearly see their progress and rewards, they will increase shopping frequency and shift more of their everyday spend to Amazon.
Primary Metric
Secondary Metrics
Guardrail Metrics
Before exploring interface solutions, I defined the end-to-end user journey to ensure the experience supported behavior change over time rather than isolated interactions. The flow was intentionally designed as a closed loop that reinforces Everyday Essentials shopping through activation, visible progress, and repeated reward feedback.
To keep the experience simple and scalable, I focused on:
I used low-fidelity designs to align with Product and Engineering on how the experience would work before moving into high fidelity.
To reduce financial risk, we:
Partnered with:
Once the structure and framing were validated, I moved into high-fidelity design to refine visual hierarchy, component behavior, and integration across shopping surfaces. This phase included multiple design passes across discovery surfaces, the rewards hub, product detail pages, and checkout.
The program reused existing Amazon rewards infrastructure to ensure consistency and reduce implementation risk. While the underlying reward logic already existed, there was no unified customer-facing experience for activation, progress tracking, or offer discovery.
I designed a new Rewards Hub and its supporting components, including activation states, progress indicators, reward balance visibility, and offer presentation. These components were created as reusable patterns that could scale across European markets and extend to future Prime initiatives.
Primary Metric
Secondary Metrics
Guardrails
This project demonstrated that rewards are most effective when designed as part of the core shopping experience. Frequency-based incentives, visible progress, and seamless redemption were critical to shaping behavior. Scalable systems and strong cross-functional alignment enabled efficient rollout across multiple European markets.
The pilot validated rewards as a sustainable lever to reduce the Everyday Essentials shopping frequency gap between Europe and the United States and informed future Prime value and loyalty initiatives.
Prime Internal Tool