Amazon’s Holiday Shop is a celebratory, one-stop shop for festive inspiration, last-minute gifting and hosting needs. As a multi-channel designer for Amazon’s Holiday 2025 event, I delivered high-impact creative across the site’s most prominent touchpoints, including the new 'Your Holiday Shop' personalized beta experience that reached 50 million beta users. By integrating emerging CGI techniques and prop templates specialized for the event and integrating its visual identity, a cohesive festive and lively aesthetic bridged the gap between editorial content and high-volume performance assets.
From high-impact Homepage Heroes to immersive Instagram Stories, assets seen in this case study underwent a thorough internal review process by multiple levels of stakeholders to ensure tenets such as creative quality, verbiage, accuracy of price points and product availability were met during the season’s highest-traffic windows. With campaign assets spanning from September through December 2025, the Holiday event on-site traffic drivers ran alongside Halloween, Prime Big Deals Day and New Year, New You.
While holiday products naturally bring a high level of visual interest, there was a significant demand for seasonal elements like string lights, rotating sparkles, and glitter textures. Across Homepage Hero and Window Display creative, motion was key for showing up not only in bigger shopping story moments like Top 100+ and Exclusive gifts, but also within shopping stories that could be elevated toward a more cohesive, celebratory gifting aesthetic.
For 'below-the-fold' assets like Quad Card mosaics, CGI software was leveraged to create high-fidelity, single-ASIN renders. This provided the flexibility to showcase products from multiple angles, including both top-down and standing views across tiles.
For Browse, I drove the push for a more dynamic navigation experience by animating the 'Shop All' widget to rotate through priority category ASINs. Within Compact Showcase units I created a variety of high-fidelity CGI editorial with fashion laydowns through a blend of Generative AI and PDP assets, and integrated sparkle animations to high-value features like Early Holiday premium gifts and the Amazon Beauty Exclusive Advent Calendar.
This suite of paid social assets for the Amazon Holiday 2025 campaign leverages a high-energy, editorial aesthetic tailored for Instagram Stories and TikTok Carousels. We focused on driving conversion by integrating specific RTBs (Reasons to Believe) into the ASIN collages as playful ways to highlight product benefits and features.
By balancing vibrant, festive color blocking with curated product clusters and custom stickers to indicate Amazon Exclusive items, the designs transform standard ad placements into engaging, discovery-led shopping experiences that resonate with a social-first audience.
High-urgency Instagram Story ads designed for a high-impact, 24-hour run on Super Saturday (December 20). Following our established paid social strategy, the creative integrated product-specific RTBs and a prominent "Super Saturday" sticker to drive immediate conversion during the final peak shopping window of the season.
Your Holiday Shop (2025) served as a personalized hub for 50 million beta users, leveraging new technology to generate real-time gifting suggestions throughout the event. I spearheaded the visual direction for this experience, centering the creative on the signature "gift box" animation where rotating ASINs within the gift box once opened established the initial approach for showcasing ASINs within Window Display creative, the Your Holiday Shop visual navigation tile and all off-site traffic drivers, including Email and Push.
Window Display creative then expanded to focus on the different “Zones” included on the Your Holiday Shop page — Gifts, Decor, and Hosting and Stocking Stuffers.
I aimed at showcasing these categories in the most optimized way, whether through a gift box reveal or through an immersive zoom used to reveal curated products for Stocking Stuffers. To complete the journey, supporting Browse assets such as Compact Showcases populated the page to allow curated Amazon Exclusives to show up across the featured zones.