Led a team of designers and a handful of feature iterations. The primary goal of the Buy Again Hub was to streamline repeat purchasing behavior by offering customers a quick, personalized view of items they are most likely to repurchase. This initiative aimed to enhance convenience, increase user retention, and boost repeat sales—all while reducing the cognitive load on users. By transforming reordering from a multi-step search process into a frictionless, one-click experience, Amazon sought to build habitual shopping behaviors that reinforced its position as the go-to platform for everyday needs.
I’m passionate about leading design teams while still staying hands-on when I can and bridging design decisions to data, research, and A/B testings
The Amazon Buy Again Hub was designed as a dedicated interface for simplifying the reordering process for customers who regularly purchase consumable or repeat-use products. By centralizing past purchases and surfacing frequently reordered items, Amazon reduced friction in the customer journey and increased convenience. The interface emphasized speed, personalization, and predictability, which aligned with Amazon’s broader goal of making purchasing effortless and habitual.
Buying frequently purchased items just got easier as well with the homepage Buy Again hub. The Buy Again hub consolidates frequently purchased items into one location, making it even more convenient to complete common shopping tasks. With a single tap, customers can quickly add to their go-to products and discover complementary items.
From a UX perspective, the hub applied familiar e-commerce patterns like product thumbnails, past order timestamps, and one-click reorder buttons. Intelligent sorting based on frequency, recency, and subscription status created a tailored experience, enhancing relevance for users. The layout was optimized for both desktop and mobile, enabling users to find and reorder items with minimal interaction. Behavioral data informed the design, ensuring the most valuable items were presented up front.
On the business side, the Buy Again Hub served as a strategic growth lever, driving customer retention, boosting lifetime value (LTV), and increasing frequency of purchases. It catered particularly well to high-frequency verticals such as household goods, groceries, and personal care. By reinforcing customer loyalty through convenience, Amazon further locked in Prime members and encouraged a habit loop, supporting long-term revenue growth without aggressive promotional tactics.
