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Home
Company
Amazon
Amazon

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

Often uses:

Baskets & Purchasing
Perception of Value
Attention & Interest
Purchases
Content Creation

Similar companies:

Shopping
Bloom & Wild logo
Bloom & Wild
AliExpress logo
AliExpress
Asda logo
Asda
Zip logo
Zip
Airalo logo
Airalo
Last updated: 27/08/2026

Real world examples

UX Bite:
Amazon logoAmazon

Adding to basket

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Conversion rates+ 1 more
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UX Bite:
Amazon logoAmazon

The Dogs of Amazon

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Reduce frustration+ 1 more
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UX Bite:
Amazon logoAmazon

Dynamic CTA labels

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UX Bite:
Amazon logoAmazon

Contextualising quality

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Better understanding
Better understanding
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UX Bite:
Amazon logoAmazon

Building confidence before purchase

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Increase value+ 1 more
Increase value+ 1 more
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UX Bite:
Amazon logoAmazon

Framing your usage (deliveries)

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Retention tip+ 1 more
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UX Bite:
Amazon logoAmazon

Contextualising benefits

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Motivational+ 2 more
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UX Bite:
Amazon logoAmazon

Dynamic review prompts

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UX Bite:
Amazon logoAmazon

Unlocking Amazon's joke

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Feature usage
Feature usage
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UX Bite:
Amazon logoAmazon

Signalling that something has changed

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Greater attention
Greater attention
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UX Bite:
Amazon logoAmazon

Context about hiding

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Feature usage+ 1 more
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UX Bite:
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Amazon Prime's X-Ray

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UX Bite:
Amazon logoAmazon

Cart or basket?

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UX Bite:
Amazon logoAmazon

Amazon's christmas gift card

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Reduce frustration+ 1 more
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UX Bite:
Amazon logoAmazon

Amazon's profile character will wave

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Preview
Brand logo. A single bold letter "S" on a plain background, with no interface, controls or screen content shown.App icon or splash screen showing the brand's stylised letter "M" logo on its own, with no other interface elements, buttons or text visible.

There are more than 1400 UX Bites like this

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"An exceptional resource for learning how to build habit-forming products that people love."

Author portrait. A smiling speaker wearing a headset microphone, shown alongside the cover of the book "HOOKED: How to Build Habit-Forming Products", used to introduce the author or a feature on habit-forming product design.
Nir EyalAuthor of Hooked

"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."

Author portrait. A usability expert is shown with the cover of his book "DON'T MAKE ME THINK revisited", subtitled "A Common Sense Approach to Web and Mobile Usability", a classic reference on intuitive interface design.
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"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."

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