Amazon Holiday 2025
/
Amazon Holiday is a large-scale North American retail campaign designed for U.S. customers shopping online for seasonal gifts, décor, fashion, entertaining essentials, and last-minute holiday purchases. The event brings together thousands of curated products and brand deals into a centralized shopping experience throughout the holiday season.
Running from mid-September through New Year’s Eve 2025, the campaign unfolded in three major stages: Early Holiday, Peak Holiday, and Last-Minute Gifting. Each phase introduced updated creative direction, promotional messaging, and visual systems tailored to shifting customer behaviors and seasonal moments. During the peak holiday period, the campaign extended across multiple customer touchpoints on-site, including a full UX color takeover integrated into navigation and search experiences to create a cohesive seasonal identity.
As part of the North American Stores creative team, I contributed to the design execution across homepage experiences, the Holiday Hub, search, detail pages, and paid social placements. Throughout the campaign, I produced more than 5,000 creative assets while also developing the Holiday template system and scalable UI library used across channels. My focus was centered on maintaining visual consistency, elevating creative quality, and delivering polished customer-facing experiences at scale during one of Amazon’s highest-traffic retail periods.
Spreading seasonal joy
Homepage hero sections were designed as eye catching visuals directing users to event and campaign pages. During the Peak Holiday period, I supported production by executing multiple hero assets. I focused on showcasing a broad product range while diversifying color and sparkle textures. Additionally, I created new top down and standing renders using an internal Workbench 3D tool alongside existing imagery.
Holiday Search
The campaign experience extended beyond the homepage through search-driven banner placements and category navigation across the site. Within the mobile app, Search Autocomplete modules were used to increase the visibility of the Holiday Hub, while single ASIN product images helped distinguish categories. Muse Gen AI-supported creative workflows were also utilized to generate varied background and texture options at scale.
Let the gifts roll in
In paid social visuals, products were positioned as the primary visual focus, with compositions designed to allow each item to maintain its own visual space while existing in a balanced relationship with other products. In contrast to the heavier use of color and texture across the broader site experience, a more minimal visual approach was adopted; the overall structure was strengthened with clean backgrounds and decorative graphic elements supporting the seasonal identity.
Key Takeaways
In this project, I learned how to create a consistent visual language for a large-scale, multi-channel campaign, work with attention to detail in a fast-paced environment, and develop creative solutions tailored to different platforms.
Team
VP, U.S. Prime and Marketing Tech:
Carmen Nestares
Head Marketing Direction:
Allie Oosta, Jenn Anthony King
Executive Creative Direction:
Heidi Ware
Photoshoot Creative Direction:
Claire Moyle
Creative Direction:
Wendy Liu
Design Direction:
Christina Barton
Copy:
Daniel Kovalev, Sarah Sawyer
Design:
Grace Martinez, Matthew Garber, Teni Melkonyan, Cierra Smith, Danielle Burrows, Ozge Goyurek, Bethany Rennard, Tania Velin
Creative Project Management:
Jonathan Huebsch, Natasha Graham
Curation:
Courtney Barnes
