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Amazon
eCommerce and more
Amazon frames value using your own data, adds playfulness to dead ends, and leans on dynamic labels and badges. UX Bites spanning shopping, Prime cancellation and Prime Video.
Key takeaways from 15 UX Bites
In the Prime cancellation flow, Amazon shows how many parcels you've had shipped in 12 months
Badges flag items returned less often than others in their category, easing pre-purchase doubt
Error pages show a dog, and Amazon offers to tell you a joke if you write more reviews
Last updated: 27/08/2026
UX Bites
Real world examples
The Dogs of Amazon
Dynamic CTA labels
Contextualising quality
Building confidence before purchase
Framing your usage (deliveries)
Contextualising benefits
Dynamic review prompts
Unlocking Amazon's joke
Signalling that something has changed
Context about hiding
Amazon Prime's X-Ray
Cart or basket?
Amazon's christmas gift card
Amazon's profile character will wave
There are more than 1400 UX Bites like this
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