Amazon Pay Relaunch Campaign

44% of Americans start their retail search on Amazon, but they had a problem. No one had heard of Amazon Payments.

Amazon Payments was the e-retailer's answer to ApplePay. 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.

I worked with a team at Grey to rebrand Amazon Payments as Amazon Pay. The goal was to let users know that had an entirely free service for anyone who had an Amazon account. That service was available across the internet - whether in niche online boutiques, big e-retailers or weird, dark holes of the interwebs.

To express the sentiment and easy access, I created the concept and tagline you'll see below: "For Whatever You Love, Amazon Pay." I worked with designers to create digital media and a website. The beautiful video work of Brad Mahler so neatly encapsulates what it means to say, "For Whatever You Love, Amazon Pay."


Katherine Hicks