Much of the content on Amazon was curated by a team of editors, a task that was time-consuming and expensive. A more cost-effective method of presenting content was required, which would provide users with even better recommendations than they were receiving.


Personalisation software was developed, which individualised recommendations based on what items users had bought in the past, had in their virtual shopping cart, had rated and liked, and what other customers had viewed and purchased.

My role

I managed the implementation of the software for the books division with a team of eight editors. A perfect balance of curation and automation was determined for all genres. As the role of editors was changing, substantial change management formed part of the implementation process.

While the cost of presenting content dropped dramatically, there was also a significant increase in conversion. Personalised recommendations led to an increase in sales, securing Amazon’s position as the world’s top online retail site.

Content & data strategy


Project: Web personalisation


Industry: Retail

Business goal: Cost reduction


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