Amazon Seasonal Assets
Marketing / Automation / AI
Efficient creative at scale
Amazon’s marketing team needed fresh creative each season to drive users from external ads and social media into the Amazon ecosystem — and once inside, guide them to relevant shopping categories. This high-volume, high-velocity project spanned homepage visuals, in-app graphics, email banners, display ads, and social assets across multiple categories and stakeholder groups, requiring fast-paced creative delivery and an evolving process of automation and optimization.
The challenge
The scope of the project was massive: every season (Fall, Holiday, Winter, Spring, Summer), thousands of new creative assets needed to be produced and delivered on deadline across dozens of product categories — each with its own dedicated stakeholders. This meant managing parallel workstreams for fashion, fitness, home, toys, automotive, and more — each with different points of contact, review cycles, and timelines.
Asset types ranged from homepage banners and app graphics to email creatives, social ads, and display campaigns — all requiring strategic visual consistency and on-brand messaging at scale.
The team operated across four countries and multiple time zones, which created a continuous handoff loop — useful in theory, but challenging in execution. Coordinating communication, maintaining quality, and ensuring smooth feedback were constant priorities. At the same time, the team was piloting a new automation and AI-powered workflow to improve production speed and reduce repetitive tasks, introducing an additional technical layer alongside creative output.
The solve
The creative process began with fall seasonal graphics and scaled from there. For each campaign, the team produced display ads, social content, email headers, app and homepage visuals, and in-app navigation graphics — all designed to support conversion and deliver a seamless experience from ad or inbox to category page.
Each season became an opportunity to refine operations. After every launch, the team conducted rapid debriefs to identify friction points — whether in creative production, client review, or cross-team handoffs — and implemented incremental improvements. Smaller wins were implemented immediately; larger process changes were rolled out in the brief windows between seasonal cycles.
The team also served as a pilot group for Amazon’s internal creative automation tool. This required close collaboration with developers, testing, and building systems that enabled designers and copywriters to produce assets efficiently — while preserving visual quality and voice.
Even with increasing automation, the focus remained on thoughtful design and creative integrity, not just speed.
The impact
The team successfully delivered thousands of assets per season — on time, on brand, and across multiple categories and channels. The inclusion of email creatives as part of the visual system ensured consistency from inbox to homepage, contributing to a seamless customer journey and increased campaign cohesion.
The automation pilot helped reduce manual lift and highlighted key opportunities for smarter workflows in future campaign cycles. Designers were trained to use automation tools effectively, and team leads maintained quality control without creative compromise.
Beyond the assets themselves, the project fostered a strong, solution-oriented team culture. Stakeholders remained confident in the process, and the cross-functional team — spread across multiple time zones and roles — built lasting trust through consistent delivery, continuous improvement, and shared ownership of outcomes.
