A new way to find gifts. Faster.
Designed a new way to identify the best gifts on Amazon. Easy, efficient and implemented in 6 other countries.
The perfect gift. Unreachable.
Only 10% of gift related searches on Amazon lead to a purchase, far below the 30% average. Shoppers struggled to find the perfect gift, leading to frustration and abandonment.
I collaborated with product, research, and development teams to simplify the search process, aiming to increase conversions and help users find gifts faster.
Defining success and targets
I partnered with the product and analytics teams to define success for gift related searches. We focused on the toys category, which has the highest volume of gift sales on Amazon. Our target was to raise the conversion rate from 16% to 30%
Research insights
Through interviews and surveys, we uncovered key challenges in gift shopping journey:
Is it a good gift?
Customers doubted whether items were truly gift worthy, even with Amazon's Choice or Best Seller badge. Popular items were seen as good products but not always good gifts.
Not sure what to buy
Confused by too many options, customers often struggled to decide and failed to find the perfect gift.
Hard to explore by category
Customers found it hard to navigate to the best gifts within categories.
The only way to navigate to the most gifted list
Elements of a successful purchase
We analysed successful gift purchase journeys to understand what helps a customer buy a gift:
Detailed search query
Used price, category, and rating filters
Read gift related reviews
Amazon Choice and bestseller badges
Building giftability
Filter
• Price
• Category
• Rating
Guide
• Purchase guide
• Banner to most gifted list
• A new badge
Other categories solved product discovery problems with a purchase guide which asked for customer preferences about brands and tech specs.
Gifting — doesn’t follow the same decision-making path. What matters most is emotional resonance: Is it trending? Is it popular as a gift? Does it bring delight?
New filter experience
Exposing price, category, rating, and review filters in the search experience.
Only filter
Filter widget with suggestions
Multi-filter experience
Price filter with suggestions
Category filter with suggestions
Rating filter
Quick fix
After 30 days of experimentation, we saw a minor improvement in gift purchases.
20% (+4%)
Purchase rate for toys
While this was being experimented we continued to work on the new badge.
Most gifted badge
A brand new badge earned by the top 5 most gifted items of every toy category.
Lolite
10.5 : 1
AA ✅
AAA ✅
Pacific
8.1 : 1
AA ✅
AAA ✅
Saturn
7.6 : 1
AA ✅
AAA ✅
Badge in search results
Badge in detail page
The perfect gift. Found.
After 90 days of experimentation, we saw a significant improvement in gift purchases.
34% (+18%)
Purchase rate for toys
+26%
Sale of items with badge
+56%
Visits to most gifted list
These experiments increased purchase rates and built customer trust, positioning Amazon as a go-to destination for thoughtful gift shopping.
The badge goes global
After its success in toys and books categories in India, the badge was scaled for both categories across 6 additional countries.
USA 🇺🇸
France 🇫🇷
Most offered items
Spain 🇪🇸
The most gifted no. 2
Australia 🇦🇺
Japan 🇯🇵
The 3rd most popular gift item
Poland 🇵🇱
No. 2 most popular gift
AI walks into the bar
The most gifted list was initially based on review parsing and is now getting smarter with Amazon’s AI assistant, Rufus. It can extract gifting related sentiment from reviews with more accuracy, evolving the intelligence behind it.
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