Kindle Japan
Points Reward Program
Problem: Customers were often unaware that Amazon has a points program1. Customers complained Amazon’s point program is opaque due to lack of information/consistency about how points are earned, being forced to apply 5 points, and difficulty managing points.
Solution: A customer focused phased approach to improve price transparency and points usage for Kindle purchases.
Deliverable: Redesigned the experience in just 12 days using a structured, iterative approach in a sandboxed environment. Led user research to validate key hypotheses, directly influencing product strategy and roadmap priorities. Supported a phased rollout:
Phase 1 —A/B tests to improve points discoverability and price comprehension
Phase 2— Let customers choose whether to apply points to Kindle purchases;
Phase 3—Launch a detailed “You Pay” breakdown to clarify final price and applied credits.
User insights: Points Earned | Points Redemption | Design benchmarking | Personas
Impact: The end-to-end solution empowers Japanese customers with price clarity, reduces cognitive load, and addresses a long-standing issue across the Kindle experience. My work contributed to a high-impact annualized revenue of $4.2MM for eBooks and Manga, with Manga alone contributing $1.7MM in Gross Merchandise Sales (GMS).
