Challenge
Amazon customers come from every background imaginable, yet our imagery often reflected limited perspectives of who reads what and where. I saw an opportunity to use imagery as a tool for both representation and connection—transforming how we showcase readers while creating clear guidelines teams could confidently implement at scale.

Strategic Approach
Built framework around three key elements:

• Who's reading (challenging genre assumptions)

• What they're reading (data showed 22% of romance readers are men)

• Where they're reading (expanding beyond traditional settings)

Created framework enabling teams to:

• Make bold, informed choices

• Balance creativity with clear guidelines

• Scale impact across organizations

• Elevate visual storytelling

Impact
The new guidance transformed both representation and efficiency:

• Reduced review cycles through clear evaluation criteria

• Expanded market reach with authentic storytelling

• Created model now used across Amazon

• Accelerated inclusive content development

This work demonstrates how imagery can drive both social progress and business success—proving that thoughtful representation is fundamental to exceptional customer experience.