Amazon Prime Card
A self-initiated redesign of the Amazon Prime Card landing page, rebuilding the conversion story from the top and generating the entire asset library with AI.
Personal concept project. Not affiliated with, commissioned by, or endorsed by Amazon, Mastercard or Bradescard. All trademarks belong to their respective owners.
Company
Personal project
My role
Product designer
Tools
Figma, Claude Code and Magnific
Context and process
The Amazon Prime Card is a co-branded Mastercard issued by Bradescard in Brazil. Prime members get 5% back in points on Amazon.com.br, no annual fee, and extended interest-free installments. The product is competitive. The page selling it reads like a spec sheet, and the primary way to apply is to scan a QR code with your phone. I took it apart as a self-initiated exercise in how a financial product should be sold.
A good product with a quiet page
I chose this card because the gap was unusually wide. Most redesign exercises start with a product that has a real flaw. This one is the opposite: the card itself is genuinely strong, and the page does almost nothing to say so. That made it a clean test of a single question, whether the problem was the offer or the storytelling. It was the storytelling.
Financial products sell on trust, not features
A credit card asks for your ID and a photo of your face before it gives you anything. That is a high-friction ask, and every design decision on the page either builds enough confidence to justify it or does not. Trust is built through clarity and evidence rather than reassurance. The same logic applies here.
A category I had not designed for
My work sits in B2B SaaS, where the user is already logged in and already committed. A consumer acquisition page is the opposite problem: one scroll, zero context, and a reader who owes you nothing. I wanted to work somewhere my usual instincts would not carry me, and see what held up.
What the current page gets wrong
An audit of the live page, before designing anything.
The conversion path goes through a QR code
The main way to apply is to open the page on your phone and scan a QR code, or to already be inside the Amazon app. On desktop, the page is a dead end that asks you to pick up a second device. The single most important action on an acquisition page is handed off to hardware.
Benefits are listed, not demonstrated
The value sits in dense copy blocks: points, installments, Mastercard Platinum perks. Nothing is shown. A reader has to assemble the offer themselves, and most will not. The card is doing the work of the page.
The page ends where the doubt begins
Real questions go unanswered on the page itself: what happens if I cancel Prime, how fast is approval, what does the card actually do in my wallet. Public reviews of the card surface these repeatedly. The page treats them as someone else's problem.
Before and after
Building the asset library
The reason the page feels expensive is the photography, and none of it existed.
A page like this normally depends on a budget I did not have. Card issuers shoot campaigns: hands at terminals, people in daylight, product renders lit from four angles. Without that, a redesign collapses into grey boxes and the whole argument falls apart, because the argument is partly that this product deserves to look premium. So I built the library myself.
Key design decisions
Lead with the outcome, not the product
The hero says "Earn rewards on all your purchases" over a photograph of someone paying at a terminal. Not a card render, not the brand. The card is the mechanism, the reward is the reason, and the reason goes first.
Every benefit gets its own scene
The benefits grid pairs each offer with a real moment instead of an icon: the phone for online cashback, the price tag for the waived fee, someone celebrating a payment plan they picked, a terminal handoff for everyday spending. Four claims turned into four small proofs, answering the audit's biggest complaint directly.
Trust needed its own screen
Beyond the landing page, I mocked up what the card looks like living inside a Prime banking app: balance, quick actions, recent activity, ringed by the proof points a stranger actually checks before handing over their documents, ratings, security, approval speed, how many people already trust it. The card stopped being a static reward and became something with a life inside your phone.