Redesign the mobile experience of Advertising for small merchants

Problem Statement Description

Product context: Amazon is a commerce, logistics, media, devices, and cloud company; its products include Marketplace, Prime, Prime Video, Alexa devices, ads, fulfillment, and AWS.

Amazon Advertising helps sellers and merchants drive visibility for their products across Amazon’s shopping surfaces, but small merchants often manage their businesses in fragmented, time-constrained, mobile-first ways. They may be checking sales, inventory, pricing, fulfillment status, customer messages, and ad performance while away from a desk, with limited time and varying levels of advertising expertise.

Your task is to redesign the mobile experience for Amazon Advertising for small merchants. Focus on the end-to-end workflow a small merchant would use to understand whether advertising is worth their time and money, create or adjust campaigns, monitor outcomes, and take action confidently from a phone.

Assume the user is not a dedicated marketer. They may have a small catalog, limited budget, uneven demand, and uncertainty about concepts like bids, keywords, targeting, ROAS, attribution, and campaign optimization. The experience should account for Amazon’s broader seller ecosystem, including product listings, inventory constraints, fulfillment, seasonal demand, and the importance of trust in performance reporting.

The experience should consider:

- The specific small-merchant segments you are designing for, such as new sellers, growing sellers, local brands, or merchants with limited advertising knowledge

- The mobile workflows merchants need most, including campaign setup, budget management, performance review, alerts, and quick optimizations

- Pain points in translating complex advertising concepts into clear, actionable decisions on a small screen

- How the experience should balance automation, merchant control, transparency, and education

- How advertising recommendations should account for catalog quality, inventory availability, margins, seasonality, and business goals

- Trust and confidence issues around spend, attribution, campaign performance, and unintended budget waste

- Integration points with the broader Amazon seller experience, including listings, promotions, orders, inventory, and seller notifications

- Accessibility, localization, and usability considerations for merchants operating across different levels of digital and advertising sophistication

The goal is to define a mobile product experience that helps small merchants use Amazon Advertising effectively without overwhelming them, while supporting Amazon’s marketplace flywheel through better merchant success, improved product discovery, and responsible ad spend growth.