Helping business owners on Amazon consolidate their store data
I designed a 0→1 Report Builder experience that lets Amazon business owners find, configure, and download the metrics they actually act on — without leaving Amazon’s Seller Central platform.
Role
UX Designer, end-to-end
Scope
Discovery → concept → test → handoff
Teams
SRPS · SG&D
User Satisfaction
80%
Business owners agreed it would replace the need for third party external tools.
User Completion
90%
of participants from the A/B successfully understood the new Report Builder flow
Company Recognition
7+
Amazon designers responded positively to the new Report Builder concept
Report Builder
User Goals and Features
Find the report
Category-first browsing so a seller who is lost still lands on the right report.
Shape it
Configuration happens before download — not after in Excel.
Take it with you
Every report lives in one experience, so the seller leaves with the file they need.
Filters modal
User Goals and Features
Added Customizability
Metrics can be removed or added, which was never possible before
Higher Accuracy
Reduces manual fixing after pulling reports, all done before hand.
Save functionality
Each customization can be saved for faster handling times.
Tl;dr
Problem space
Gathering reports on Seller Central is a fragmented, non-intuitive experience.
Gathering reports on Seller Central was a fragmented, non-intuitive experience. Business owners relied on 6+ tools to pull 10+ reports — then left Amazon for Helium 10 and Jungle Scout.
Research
Interviewing w/
Brand business owners
I collected research on past reports, competitors, and held stakeholder conversations to better grasp the problem and goals for the user.
Process
Affinity Map
Business owners did not need more reports. They needed data they could actually use.
My affinity mapping exercise consisted reviewing the current state of why and how business owners utilized certain tools throughout seller central and their business productivity habits. The affinity map pointed to accuracy, awareness, and flexibility.
Research
3 focus points for discussion and investigation.
I compiled questions to tackle the affinity mapping process, the three categories: methods, challenges, and behaviors.
01 Methods
How do business owners currently find, configure, and download their reports?
02 Challenges
What gets in the way of getting useful data out of Seller Central?
03 Behaviors
Based on what business owners collect, what do they do with that data?
Competitive Analysis
After understanding the general landscape of the tools, I’ve found that they don’t fully serve the needs of business owners.
Competitive analysis revealed that tools like Helium10 offered more flexible and granular data downloads than Seller Central. This highlighted the need to reduce friction and make data retrieval faster and more useful for business owners’ daily tasks — keeping them within Amazon’s ecosystem.
Analysis
Business owners weren’t missing reports. They were missing a way to get useful data out of Amazon.
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Third-party tools make export feel like the easy path.
Helium 10 and Jungle Scout offer more flexible and granular downloads than Seller Central, so business owners treat them as the default for daily work.
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Business owners still leave Amazon to assemble the picture.
Business owners stitch together sales, traffic, and competitor metrics outside Seller Central — even when that data already lives here.
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Friction, not missing reports, is why they switch.
The reports exist. Getting them found, configured, and downloaded is the chore that pushes work into other tools.
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How might we make Seller Central downloads feel as flexible as the tools business owners already use?
Match the control third-party tools give business owners, without making them leave Amazon to get a usable file.
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How might we let business owners pull the metrics they already act on in one place?
Reduce the need to bounce between Seller Central and outside tools to compare sales, customers, and competitors.
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How might we take the friction out of finding, configuring, and downloading reports?
Make the path from question to file fast enough that business owners stay inside Amazon for the work they do every day.
Opportunity
How might we help business owners get useful data that aligns with how they already work, while making flexibility something they’ll actually adopt?
Ideation
I explored a lot of directions that didn’t stick. The one that did started from how business owners already work.
Based on the insights from research, I sketched multiple user flows addressing flexibility and accuracy — then translated them into low-fidelity concepts to help business owners find, customize, and be recommended the reports they need.
User testing
Partnered with UXR to conduct tests on two
idealized flows
Both flows followed a similar structure, but differed in their configuration steps — which let us evaluate the usability of the product's architecture through user feedback.
Prototyping
Report Builder Split A/B
Participants
12 Users
Age
18-65 (Brand and Indpendent Business Owners)
Goal
Evaluate the experience behind building a report through the Report Builder through an A/B usability test.
Session
30-45 min
Final Experience
Approved by two cross-functional teams.
At the close of my internship, I presented the work to two cross-functional teams — SRPS and SG&D — and secured approval to move the project forward into development.
Ending Notes
My reflection and takeaways.
At the close of the internship I presented to SRPS and SG&D. Both teams approved the work to move into development. Below are some of my key takeaways:
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Keep the end goal visible while technical constraints are still unresolved.
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Keep the team in the loop so the picture stays larger than any one screen.
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If I continued, the next study would not be another modal.
There’s more that went into this internship before the work moved into development. If you’d like to learn more, please reach out.
©2026 David Park
| Made with love in NYC
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