Amazon, a global technology leader known for its relentless customer focus and innovation, has continually evolved to meet the changing needs of consumers, sellers, and businesses worldwide. For more than a decade, UpTop has been a trusted UX strategy, research, and design partner, embedded within Amazon’s ecosystem to support a diverse range of product teams and business units.
Amazon
Driving Innovation at Scale: A Decade-Long Strategic Partnership with Amazon
Background
Challenges
Operating at Amazon’s scale requires not only speed and precision but also an intimate understanding of complex, interdependent systems. With a growing number of internal teams developing products and services for both B2C and B2B audiences, Amazon needed a partner who could adapt quickly, collaborate seamlessly across silos, and maintain a consistent user-centered approach.
Key challenges included:
- Designing scalable solutions for internal tools and seller platforms
- Navigating legacy systems and organizational complexity
- Supporting rapid innovation while ensuring usability and accessibility
Partnership Info
client
Amazon
Industry
E-commerce / Logistics / Delivery Partner Operations
type
Internal Tools, E-commerce Features, Operational Platforms
services
UX Research, Product Strategy, UX Design
Partnership Info
client
Amazon
Industry
E-commerce / Logistics / Delivery Partner Operations
type
Internal Tools, E-commerce Features, Operational Platforms
services
UX Research, Product Strategy, UX Design
Background
Amazon, a global technology leader known for its relentless customer focus and innovation, has continually evolved to meet the changing needs of consumers, sellers, and businesses worldwide. For more than a decade, UpTop has been a trusted UX strategy, research, and design partner, embedded within Amazon’s ecosystem to support a diverse range of product teams and business units.
Challenges
Operating at Amazon’s scale requires not only speed and precision but also an intimate understanding of complex, interdependent systems. With a growing number of internal teams developing products and services for both B2C and B2B audiences, Amazon needed a partner who could adapt quickly, collaborate seamlessly across silos, and maintain a consistent user-centered approach. Key challenges included:
- Designing scalable solutions for internal tools and seller platforms
- Navigating legacy systems and organizational complexity
- Supporting rapid innovation while ensuring usability and accessibility
Approach
UpTop has engaged with Amazon teams in multiple ways to provide end-to-end UX services—from discovery and strategy to detailed design. We built long-term relationships with stakeholders, continuously adapting to evolving business priorities. By employing a combination of UX research, product thinking, and interaction design, UpTop helped Amazon make informed decisions rooted in user needs and business goals.
Our ability to ramp quickly and contribute immediately allowed us to support high-impact initiatives without slowing momentum. Over time, our presence evolved from tactical design support to strategic partnership across multiple business units.
Our ability to ramp quickly and contribute immediately allowed us to support high-impact initiatives without slowing momentum. Over time, our presence evolved from tactical design support to strategic partnership across multiple business units.
Solution
UpTop has contributed to 75+ projects across Amazon, working closely with teams such as Returns, Transportation, Reverse Logistics, Payments, AWS, and more. Our work spanned:
- Customer-facing e-commerce experiences
- Seller tools and internal operational platforms B2B and enterprise-level solutions
- Refined support flows for digital devices and customer service
While each engagement was unique, our focus remained consistent: deliver frictionless, intuitive, and scalable experiences that align with Amazon's high standards for customer obsession.
Results & Impact
Through our partnership, Amazon was able to:
- Accelerate product development timelines through seamless UX integration
- Improve usability and user satisfaction across global experiences
- Launch numerous tools and features that served both consumers and internal stakeholders
- Maintain design consistency across complex systems
Our work continues to help Amazon teams streamline processes, improve user engagement, and drive innovation—all while scaling to meet the demands of one of the world’s most dynamic businesses.
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