Repositioning Amazon Pay

The Challenge: 44% of Americans started their retail search on Amazon, but the company still had a problem. No one had heard of Amazon Pay. Amazon Payments was the e-commerce behemoth’s answer to Apple Pay. It was available to any Amazon user for free, and allowed shoppers to use their Amazon payment information on hundreds of sites across the internet.

Luckily, Amazon Payments wasn't broken, bad or boring. It just wasn't clear. It needed to be rebranded and marketed as the simple tool it was and is.

The Solution: I worked with a team at Grey to rebrand Amazon Payments as AmazonPay (now Amazon Pay). Whether you’re shopping in niche online boutiques or on big e-retailers, AmazonPay made purchasing safe and secure. That’s why I created the concept and tagline "For Whatever You Love, AmazonPay." I worked with designers to create digital media and a website. The beautiful video work of my colleague Brad Mahler neatly encapsulates what my concept entailed.