Amazon Gifts

Making every Amazon package feel thoughtful.

Client

Amazon

Services

Visual Design
UI & UX Design

Industries

E-Commerce

Date

October 2024

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

Key Findings

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

83%

Users said they are willing to pay an extra small fee ($3 - $5) for a gift feature that made Amazon gifts feel more thoughtful.

50%

Users have shopped online for a gift within the past month.

66%

Users said they prefer Amazon for sending gifts online.

67%

Users find it important to be able to customize gift packaging online.

I also gathered insights about Amazon’s current gifting feature by analyzing customer reviews on Reddit and other platforms. From this, I identified three recurring pain points that reveal opportunities to improve personalization and trust in the gifting experience.

”

They just use a standard “gift bag.” It is ok for a basic gift to one person. Not special looking but just ok.

”

I paid to have a Christmas gift for my in-laws wrapped, and I just got a picture of the delivery with not only zero wrapping of any kind, but also shoddy taping on the basic Amazon box.

”

We use it for friends and family who live abroad…It's a convenient solution, although one out of every 10 times Amazon seems to just forget the wrapping.

Proposed Solutions

Tiered Packaging Options: Offer multiple wrap styles and quality levels to match any budget.

Gift Care Delivery: Include protective outer boxes and optional scheduled delivery windows for special occasions.

Wrapping Preview Tool: Let users see their wrapped gift before checkout — or receive a confirmation photo pre-shipment.

Key Pain Points

Proposed Solutions

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

Tiered Packaging Options: Offer multiple wrap styles and quality levels to match any budget.

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

Gift Care Delivery: Include protective outer boxes and optional scheduled delivery windows for special occasions.

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

Wrapping Preview Tool: Let users see their wrapped gift before checkout — or receive a confirmation photo pre-shipment.

Key Pain Points

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

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

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

Proposed Solutions

Tiered Packaging Options: Offer multiple wrap styles and quality levels to match any budget.

Gift Care Delivery: Include protective outer boxes and optional scheduled delivery windows for special occasions.

Wrapping Preview Tool: Let users see their wrapped gift before checkout — or receive a confirmation photo pre-shipment.

Key Pain Points

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

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

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.

Building Personas

Who are the Customers?

Through my research, I identified two distinct gifting behaviors among Amazon customers. While both rely on Amazon for speed and convenience, their motivations are different. One group prioritizes speed and efficiency, often shopping last-minute and needing a quick, reliable way to send thoughtful gifts. The other prioritizes emotional impact and occasion, focusing on presentation and personalization—especially when gifting from a distance.

My goal was to support both needs by balancing fast checkout flows with intentional, presentation-ready gifting.

Speed & Efficiency

Emotional Impact & Occasion

Brainstorming

Competitive Analysis

By comparing Amazon with gifting brands like UnboxMe and HappyBox, I saw an opportunity to blend Amazon’s speed and range with the personalization smaller brands offer.

The User Journey

Old Flow vs. New Flow

My goal with the new Amazon user flow was to make the added gifting steps feel natural and seamless—just like part of the existing checkout process.

Amazon Old User Flow

New User 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.