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Work

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Amazon Retail

Reimagining Sports Fan Shopping on Amazon

A stylized, 3D image of Fanshop mobile.
A stylized, 3D image of Fanshop mobile.
Company

Amazon Retail

Role

UX Designer

Team

Sr. Product Manager, Engineering Team

Timeline

~8 months

Quick Summary

A new, experimental storefront alternative focused on a single interest—sports fan gear—that I designed for mobile and desktop on Amazon. Fanshop's launch earned trust with external stakeholders, later opening up vendor licensing options.

Quick Summary

A new, experimental storefront alternative focused on a single interest—sports fan gear—that I designed for mobile and desktop on Amazon. Fanshop's launch earned trust with external stakeholders, later opening up vendor licensing options.

Challenge

Amazon's Sports & Outdoor team needed a better way to shop for fan merchandise. The major leagues (NFL, NBA, etc.) have tight control on licensing and weren't allowing vendors to sell on Amazon, limiting our product selection. They didn't think the shopping experience catered enough to sports fans. I was tasked with improving the experience to feel more premium and fan-centric.

Solution

I led UX design for Fanshop—an experimental destination that let customers follow their favorite sports teams and browse curated fan gear in a visual, feed-like format. The goal was to create a more engaging, fan-focused shopping journey that would appeal to major league sports, improve discoverability, and drive customer engagement. This project spanned mobile, desktop, and high-traffic homepage widgets, and resulted in millions of customer interactions.

Add your favorite teams to Fanshop and quickly browse their products

A flow diagram outlining the function of the "Are you a fan?" feature.
A flow diagram outlining the function of the "Are you a fan?" feature.

Celebrating with confetti in the "Are you a fan?" feature

Fanshop on desktop allows for a flexible grid layout

Outcomes

Specific details aren't something I can share publicly, but Fanshop had a really solid launch, meeting or exceeding our success criteria. Customers liked it, and so did our stakeholders from the major leagues.

It showed them that Amazon is investing in better experiences for sports fans, leading them to (eventually) open up vendor licensing. Today Amazon has a much better selection of team gear and I like to think Fanshop got that ball rolling!

Outcomes

Specific details aren't something I can share publicly, but Fanshop had a really solid launch, meeting or exceeding our success criteria. Customers liked it, and so did our stakeholders from the major leagues.

It showed them that Amazon is investing in better experiences for sports fans, leading them to (eventually) open up vendor licensing. Today Amazon has a much better selection of team gear and I like to think Fanshop got that ball rolling!

Made by me, Heath

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