Amazon | Inspire

Content Editor

TREND RESEARCH | CONTENT DEVELOPMENT | A/B TESTING | CONTENT WRITING | CONTENT EDITING

Introducing the Problem

A recruiter reached out with a mystery project on a new Amazon startup team. At the time, the project name was #FoundIt.

During the interview, they asked, “Can you identify aspirational content across social channels?”

“Sure,” I said.

“How?”

I walked them through my process, and they called me 30 minutes later with an offer.

Challenges

Hiring manager/boss swapped during first week.
No data analysts on board. Lots of metadata and not enough time to explore in a qualitative format.
As a startup, we had to prove the program added customer value in order to receive funding, which limited the search for emerging UGC creators.

Goals

Develop new program with Personalization team for Inspirational Shopping to showcase social trends.
Create a curated window shopping experience, and scale relevance for all U.S. Prime members.

Interest Category Samples

Solution

When I started, the team had 20 categories of interest in development. To keep content fresh and aspirational, we sourced emerging influencers and UGC creators via Instagram and TikTok.

One workflow I developed and formatted included coaching influencers on best practices and establishing a process for review.

To address content gaps, we queried existing content, A/B tested generative AI content and reviewed freelance copy.

Results

In less than a year, we developed and scaled 100 interests for launch.
Voice of the customer focus groups gave us positive feedback for the first time since inception, noting an increase in representation and diverse interests that aligned with them.
Coaching influencers increased short-form acceptance rates by 25%.
We launched Shop By Interest and Inspire, featured on Amazon’s home page.

A/B Testing Samples

Learnings

Lifestyle focus vs. product focus imagery drives better engagement.
Depending on demographic, short-form content performs better than long-form, but certain demographics preferred lists to video content.
Make a case for documentation tools and a company-wide taxonomy to keep content aligned across teams and channels.