Anatomy of a Buy Box

*The Buy Box is a widget on the Amazon product detail page that defines a purchase through price, quantity and shipping*

WHY IS THIS IMPORTANT?

While working on the introduction of the wine category for Amazon.com's Seller Experience team, I created an extensive document to understand the impact of a new design and as a guide for developers in other shopping categories.

PROCESS

For the wine category, a luxury item, the Buy Box could be different than what a user typically encounters on the site. However, if Amazon.com were looking to adopt the new pattern, what would the impact be?

I took a few days and created a document that explored how the new wine Buy Box pattern might impact other categories. I then shopped it around to other teams for feedback and socialization.

Using the metaphor of anatomy, breaking down the Buy Box by into its most basic components and focusing on category needs with particular attention to the most dynamic sections, (1) Unit Detail and (2) Inventory. The document provides a a guide for internal category teams for structure and interactions.

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UNIT DETAIL

Promotions, Sub-promotions, Interactions, and in-context.

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INVENTORY

Messaging and interactive needs, Primary Components, Secondary Components, and in-context.

WHAT'S NEXT?

Ultimately, this document served as a support artifact. Following the launch of Amazon Wine, I moved on to work on the launch of Amazon Fine Art. The expansion of luxury categories on the site meant that Amazon would adopt a new brand voice. While not a surprise, having this document was extensive insight into how other categories approach the Buy Box.