Amazon Gifts

Making every Amazon package feel thoughtful.

Client

Amazon

Services

Visual Design
UI & UX Design

Industries

E-Commerce

Date

October 2025

Problem & Discovery

Background

When I initially started this project, I was inspired by an earlier concept of creating a digital-first gifting brand that specializes in delivering last-minute gifts that feel thoughtful. Through ideation, I realized competing with Amazon’s speed would be tough. That pivot led to this question: What if the solution lived within Amazon itself?

Problem & Discovery

The Opportunity

Amazon is a global e-commerce brand that delivers speed and convenience—but its gifting experience lacks personalization. Currently, customers can only choose one gift bag style and add a short message. I saw this as an opportunity to create a more meaningful, customizable way for people to send gifts that feel personal and thoughtful.

Research & Insights

Preliminary Research

I conducted a short survey to help me understand what matters most to users when sending gifts online. Here were the results:

Research & Insights

Preliminary Research

I conducted a short survey to help me understand what matters most to users when sending gifts online. Here were the results:

50%

of users have shopped online for a gift within the past month. 33% within the last 6 months, and 17% within 3–6 months.

of users have shopped online for a gift within the past month. 33% within the last 6 months, and 17% within 3-6 months.

of users have shopped online for a gift within the past month. 33% within the last 6 months, and 17% within 3–6 months.

50%

of users said the biggest frustration was making the gift feel personal (packaging, presentation, recipient experience).

33% Choosing the right gift (decision fatigue/too many options)

17% felt like purchasing info was unclear.

67%

of users said they liked shopping online for convenience, making it easy to find and select a gift.

66%

of customers use Amazon when sending gifts online. 33% use Etsy, while 33% use other shopping platforms.

83%

would use customizable gifting features, driven by a desire for more thoughtful gifts and unique packaging.

would use customizable gifting features, driven by a desire for more thoughtful gifts (50%) and unique packaging (50%).

would use customizable gifting features, driven by a desire for more thoughtful gifts and unique packaging.

67%

said customizable packaging would improve their gifting experience, with users also suggesting eco-friendly options, repeat gifting, and fast delivery.

83%

of users are willing to pay an extra small fee ($3 - $5) for this gift feature.

Takeaway: My survey found that Amazon was already a popular choice for online gifting (66%), but users felt the experience lacked personalization. With 50% citing personalization as their biggest frustration and 67% interested in customizable packaging, I saw an opportunity to make Amazon gifting feel more thoughtful and personal.

Research & Insights

Affinity Map

I prioritized the top 3 themes, which represented 80% of the recurring customer feedback.

33% Limited & Low-Quality Gift Packaging

27% Delivery & Package Handling Issues

20% Lack

of Gifting Transparency

20% Lack of Gifting Transparency

Key Pain Points

Proposed Solutions

Customers pay extra for gift wrap, but find it generic and impersonal.

Customizable Packaging — Give users multiple gift wrapping styles to better match the occasion and recipient.

Amazon's focus on speed over presentation reduces trust in the gifting experience.

Gift Care Delivery — Protect gifts with an outer shipping box and offer optional scheduled delivery for special occasions.

Buyers can't preview the final package, leading to inconsistent or disappointing deliveries.

Wrapping Preview — Let users preview their wrapped gift before checkout or receive a confirmation photo before shipment.

Proposed Solutions

Customizable Packaging — Give users multiple gift wrapping styles to better match the occasion and recipient.

Gift Care Delivery — Protect gifts with an outer shipping box and offer optional scheduled delivery for special occasions.

Wrapping Preview — Let users preview their wrapped gift before checkout or receive a confirmation photo before shipment.

Key Pain Points

Customers pay extra for gift wrap, but find it generic and impersonal.

Amazon's focus on speed over presentation reduces trust in the gifting experience.

Buyers can't preview the final package, leading to inconsistent or disappointing deliveries.

Research & Insights

Key Findings

I conducted a short survey to help me understand what matters most to users when sending gifts online. Here were the results:

Defining the Opportunity

Personalization Meets Convenience

How might we help Amazon customers send gifts that feel intentional, personalized, and presentation-ready—without sacrificing speed, ease, or reliability?

Create gift packaging that feels premium, varied, and worth the cost across different occasions.

Ensure gifts arrive on time, damage-free, and presentation-ready, even within Amazon’s fast-paced delivery model.

Build customer confidence by letting buyers preview their gift packaging and message before purchase.

The User Journey

Current vs. Initial Redesigned Checkout Flow

At this stage, my goal was to enhance Amazon's existing checkout rather than redesign it. I introduced gifting options like customizable wrapping, greeting cards, and gift extras while keeping the overall flow familiar.

I also intentionally kept the recipient details where Amazon already had them because I wanted to minimize changes until I had the opportunity to test the experience.

Current Amazon Checkout Flow

Initial Redesigned Checkout Flow

Exploration

Sketches and Wireframes

I sketched key screens to explore how users could customize and preview gifts within Amazon’s interface. One of the challenges was making the new flow feel efficient with Amazon's current checkout flow.

Usability Testing

Choose Gift Option Screens

These screens illustrate the user journey for selecting gift packaging, which includes five steps: adding recipient details, choosing a gift wrap option, selecting a card, and writing a personalized message.

Usability Testing

Checkout & Track Order Screens

Usability Testing

Gifting Alternative Screens

Conclusions

Impact & Next Steps

Through research and usability testing, I addressed key pain points around personalization, clarity, and post-checkout reassurance. The final solution streamlines gift customization while giving customers greater confidence through clearer order status and gift preview feedback.

For the business, these improvements create opportunities to increase engagement, retention, and trust in Amazon’s gifting features, while introducing thoughtful, optional add-ons.

If launched, success would be measured through engagement with gifting features, repeat usage over time, and reduced gift-related friction. Future iterations could explore deeper personalization, occasion-based recommendations, and additional testing across customer segments.