Amazon Business
Preferred Brand Recommendation
The Amazon Business Ads team owns the advertising experience on Amazon Business. Our team’s vision is to personalize the B2B shopper’s discovery process and enable them to make more informed policy and purchasing decisions to meet their organization’s complex sourcing needs. In parallel, we provide advertisers unique channels and capabilities to effectively engage and connect with B2B shoppers.
The administrator of an Amazon Business account can set buying policies to block, prefer or restrict purchase at the order, seller or product level. Subsequently, any shopper from that admin’s organization will have augmented search result like badged and highlighted results for preferred and restricted & no result for blocked.
My Role
UI/UX Design
Lead UX Research
Responsible for User Testing, Prototyping
Duration
3 Months
Team
Clients
Stakeholders
Product Managers
Engineers
UX Researchers
Tools
Figma
Preferred Brand Recommendation
Challenge.
How might we help business buyers discover more brand options?
Original user experience
We find out that the admins receive no proactive recommendations and rely on their prior personal experiences or organizational advisement when selecting brands and products to prefer. They are struggling with searching the brand one by one without any additional recommendations.
Austin 78758
Deliver to Juliette
All
Enter keyword or product number
4-star picks for work
Departments
Add People
Buy Again
Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Original preferred brand search experience returns exact match only for the brand that was searched. Business buyers wouldn’t receive any additional brand recommendations in this page.
Austin 78758
Deliver to Juliette
All
Enter keyword or product number
4-star picks for work
Departments
Add People
Buy Again
Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Brother
Quick testing & Research.
We launched a lightweight ads widget experiment on the Preferred Brand policy page first.
We launched this experiment by using the existing Sponsored Brand ad widget format following Amazon Ads design guideline. This experience will return sponsored brand recommendations that share common attributes with the searched brand categories.
Austin 78758
Deliver to Juliette
All
Enter keyword or product number
4-star picks for work
Departments
Add People
Buy Again
Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Sponsored
Brands related to your search
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
Canon
Canon printers can handle all your work needs from documents, reports and faxing.
Shop Canon Store ›
Add to policy
EPSON
Epson has the best printers for your business- from Network to Wide-Format.
Shop EPSON Store ›
Add to policy
Page 1 of 3
Brother
We conducted 10 qualitative interviews with business buyers to learn if the testing ad widget provide the right details for them to consider adding a sponsored brand.
10 qualitative interviews
Key findings:
“I want to prefer categories of products and not the whole brand.”
“I think this test version looks good, but there is not a lot of information here. I am just seeing the company slogan.”
“I want more granularity when preferring brands. I want to prefer categories and not the entire brand.”
“I need ways to know if the recommended brands meet our specific purchasing guideline, it will be great if they can show some of their business certifications.”
Goals & Needs:
Business buyers need more brand information to help making decisions.
Business buyers need to prefer product categories rather than the whole brand.
Business buyers need to search and browse brand information efficiently.
We also conducted MaxDiff surveys to learn customers’ preference among different brand attributes.
The MaxDiff survey asks the same question over and over requiring the recipient to rank which kind of brand information is most and least important. No two surveys are the same because the answers from one question alter the available options to select from for the following question. Forcing to choose the most and least important attributes from the list. Based on the survey results, we found the Top 5 brand attributes for customers.
Rank
Brand attribute
1
Categories of product
2
Business certifications
3
Incorporate employee & professional reviews
4
Brand’s top products
5
Brand educational videos
Design Ideation.
How might we help business buyers to understand sponsored brands better?
How might we help business buyers browse brand information efficiently and focus on the most important attribute?
How might we help business buyers to prefer categories of product rather than the whole brand?
Before: Lack of important brand information
Before: Business buyers have to prefer the whole brand
Displaying all attributes in one place won’t be good UX
After: Add more brand attributes
Keep the most important attributes in the first layer and add “Quickview” CTA to let business buyers browsing other information
After: Add categories preferred options and display the top products
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
Add to policy
Add to policy
Brands related to your search
Sponsored
Page 1 of 3
Black + Decker
Add to policy
Black and Decker
EPSON
EPSON
Quickview
Add to policy
Add to policy
Add to policy
Add to policy
Brands related to your search
Sponsored
Page 1 of 3
Black + Decker
Add to policy
Black and Decker
EPSON
EPSON
Quickview
Add to policy
Quickview
Add to policy
Quickview
Add to policy
Quickview
Top categories
Preferred category
Category A
Category B
Category C
Final Design
01. New Sponsored Brand Ad Card
Top categories
HP OfficeJet Pro 8025e Wireless Color All-in-One Printer
205
$
179
99
HP DeskJet 3755 Compact All-in-One Wireless Printer with Mobile Printing
142
$
109
49
HP DeskJet 2755e Wireless Color All-in-One Printer with bonus 6
621
$
119
99
HP OfficeJet 3830 All-in-One Wireless Printer /Copier/Scanner/Fax,
173
$
299
99
Preferred category
Office supplies
IT Peripherals
Accessories
Certifications
ENERGY STAR
ECOLOGO
EPEAT
HP
Quickview
Add to policy
About
We are a technology company born of the belief that companies should do more than just make a profit. They should make the ...
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New sponsored brand ad card helps business buyers focus on the most important brand attributes efficiently.
Certification section shows the most important business certifications of this brand.
Business buyers can have a better understanding about the categories of this brand now, they also can prefer categories based on their needs.
02. Brand Quickview
Brand Quickview helps business buyers to browse all the important brand information including Professional reviews and Brand videos etc.
Business buyers can watch some brand videos to better understand company’s culture or product news.
Business buyers can browse professional reviews & incorporate employee reviews about some of top products from this brand.
Thanks for watching!
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