The Reading Love Collection
Challenge
Amazon customers were seeking ways to express their reading identity through merchandise, yet existing options didn't resonate with our target 18-35 demographic. I identified an opportunity to develop a typography-led collection that would celebrate reading culture while establishing Amazon as a lifestyle brand in the book merchandise space.
Strategic Approach
Built framework around three key elements:
Design Excellence
Partnered with Jessica Hische, one of the world's most respected typographers known for her work with Wes Anderson and Penguin Books
Led rapid alignment across multiple Amazon leadership teams to secure buy-in
Created bold, typography-focused designs celebrating reader identity that could scale across product types
Developed collection guidelines ensuring consistent quality across all touchpoints
Social-First Discovery
Leveraged Instagram Shop as primary discovery channel
Partnered with book-focused influencers for authentic reach
Optimized content formats based on performance data
Quality Integration
Established strict quality standards across digital and physical touchpoints
Created cohesive shopping experience from social to purchase
Implemented comprehensive testing for product durability
Impact
This work demonstrates how strategic design thinking and high-caliber creative partnerships can transform cultural insights into commercial success while creating authentic connections with contemporary readers. The framework established continues to drive innovation in Amazon's merchandise strategy.
The six-week launch delivered exceptional results:
Generated $93K direct sales and $372K DSI-OPS (137% ROI)
Achieved 8.74% social engagement rate (29x industry average)
Secured 160K landing page visits with industry-leading 23% bounce rate
Maintained 4.88/5 average product rating
Instagram Shop drove 88% of merchandise page traffic and 71% of units