Prime Big Deal Days

Prime Big Deal Days is Amazon’s annual October shopping event, offering early holiday deals exclusively for Prime members. I led the development of a scalable design system built to bridge the gap between Prime Day and Holiday campaigns, designed for year-over-year reuse.

As the first seasonal campaign to adopt Amazon’s new brand architecture (launched Fall 2024), I created a new global style guide, onsite templates for partner teams, and a flexible creative direction—leaning into early holiday cues for U.S. and Canadian marketplaces, while maintaining a more neutral approach for global markets. This system improved creative continuity across Q4 campaigns, enabled faster execution, strengthened brand alignment, and supported long-term reuse across teams.