9DC2FF
9DC2FF
9DC2FF
Role
UX Design Intern
Team
Amazon Price Insights,
Cart & Checkout
Timeline
Summer 2026
Tools
Figma Design
Figma Make
Dscout
Bringing price insights to the moment customers decide
Customers see whether a price is good on Search and the Detail Page, then lose that context right before they buy. I designed how price insights show up in the mobile Cart, Checkout and Alexa for Shopping, for both everyday and high-consideration items.
0.1 Price insights disappear at Cart & Checkout
Customers save items to their cart over days or weeks. When they come back, prices have shifted, with no context on whether the change is good or bad. So they abandon the cart, or leave it to re-verify prices somewhere else.
On Search and the Detail Page, signals like “90-day low price” and “Typical price” build purchase confidence. Cart and Checkout offer no equivalent, leaving customers uncertain at the exact moment they need it most.
The goal
Bring price insights to Cart & Checkout so customers can make confident purchase decisions, for both low price and high price items.
0.2 Understanding the Current Shopping Journey
I started by auditing today’s shopping journey. Search and the Detail Page tell customers when a price is a 90-day low or higher than usual. In the Cart, those signals vanish: a customer has to open each item’s detail page to learn it’s a high price, and a price drop since they added the item goes completely unnoticed.
Two Types of Customers
The planner
makes decision in cart
The spontaneous buyer
decides in the moment
Search Page
Product Page
Cart Page
A week later
Revisits Cart
Leaves to compare
Cart Page
Checkout Page
“Wait… is $49 still a good price?”
Search
Search Page
Product
Product Page
Buys with doubt
“Hope I’m not overpaying…”
Price Signals Disappear at Cart
I walked through the flow a customer takes today. Search results and the Detail Page carry price signals, but once items are in the Cart those signals are gone. To check whether a price is still good, customers have to leave the cart and reopen each item, and a price drop since they added it is easy to miss entirely.
Leaving the cart to judge a price
Customers have to open the item’s detail page for price signals. They look for signals like “High price” or the typical price, then come back and repeat for every item.
Price changes that disappear
When prices drop or change, the cart shows a banner at the top. But once the customer opens it, the banner is gone, and nothing on the item itself shows what changed. By the time they scroll to the item, the context is lost.
0.3 Where should a price insight live?
I explored four placements for the insight within the cart item, weighing how much information each could hold against how much it would clutter an already dense page.
A · Message on image
Less cluttered next to item details, but customers might not tap the image to see more.
B · Under item information
More room to explain in an expansion box, but the insight feels disconnected from the price.
C · Modal or bottom sheet
Keeps item details clean, but customers can’t have multiple insights open at once.
D · Alexa half screen
Customers stay on the cart page, but the half-screen Alexa pattern is being deprecated.
0.4 What customers told us
I tested early concepts with customers to understand which language felt trustworthy, and how much interruption they’d accept on the way to checkout.
Objective language wins
Customers preferred “90-day low price” and “Price drop”. “Good price” felt subjective and ambiguous.
Inline first, Alexa on demand
Most preferred messages inline in the cart. Being sent straight to Alexa felt disruptive to customers in a hurry.
Transparency builds trust
Flagging a high price, alongside strong alternatives, made customers trust the insight more, not less.
0.5 A price insight for every kind of item
My vision for Cart & Checkout splits items by price and customer consideration, plus a third case for returning customers whose prices have moved since they added an item. Each needs a different depth of information.
Low price · Low consideration
Everyday items
e.g. paper towels. Customers want a quick reassurance that they’re getting a fair price, then want to move on. Insights should be light, glanceable and never slow down checkout.
High price · High consideration
Considered purchases
e.g. headphones. Customers are more likely to compare and hesitate. Insights should be transparent about a high price and offer a path to strong alternatives.
Price drop · Returning customer
Revisiting the cart
e.g. a camera added 10 days ago. The price has dropped since, but nothing in the cart says so. Insights should call out the savings and confirm it’s a good time to buy.
0.6 Landing on the price insight pill
For everyday items, the insight is a small pill that sits right beside the price. Details are layered, so customers only go deeper if they want to.
A · 90-day low price pill
An objective, glanceable signal inline with the item, following the language customers trusted most in testing.
B · Opened pill
Tapping reveals the price range and a link to price history, giving more detail without leaving the cart.
C · Price history in Alexa
Customers told us graphs signal price confidence. Opening Alexa takes enough intent that it doesn’t disrupt the shopping flow.
0.7 Honest about the price, helpful about the options
For considered purchases, I flag when a price is high or has gone up since the item was added, and give customers a clear next step instead of a dead end.
A · Price insight pill
Uses the same pattern as low price messages, so customers learn one system across the cart.
B · Opened pill
Shows the price increase since the item was added, a price history link and thumbnails of alternatives.
C · Alexa suggests alternatives
Alexa explains the recent price range and prompts customers to see lower priced alternatives.
Swapping alternatives without leaving the cart
Showing alternative images inline invites customers into Alexa to compare, continuing the shopping journey rather than ending it. Alexa ranks alternatives by quality, similar features and ratings, since that’s what customers prioritized in testing. They can ask follow-up questions, swap the item into their cart in one tap, and the cart updates with the new item’s price insight. Accidental swaps can be undone.
Treatment 2
Combine price graph and alternatives
I also explored a lighter version that follows the format of the low price messages: less information inline, just the high price flag and a price history link. One tap opens Alexa, where the price graph and alternatives are combined into a single view. It trades inline detail for a calmer cart, and is a direction to test against Treatment 1.
0.8 Catching a price drop when customers return
Customers who come back to their cart after days away have no way to see that a price has dropped. I flag the drop right on the item, so the savings are obvious without opening each detail page.
A · Price drop pill
The same pill pattern shows the amount the price dropped, alongside the typical price struck through.
B · Opened pill
Opening the pill shows how much the price dropped since the item was added, and whether it’s now a 30-day or 90-day low.
C · Price history in Alexa
Alexa explains the drop and the current price state, with the graph and follow-up prompts to compare similar items.
Price drop filter
Surfacing savings across the whole cart
For larger carts, I explored a “price drop” filter that brings dropped items to the top. If the cart shows the strike-through price and confirms the item is at its lowest price in 30 days, returning customers can feel confident it’s the right time to buy.
Carrying confidence through to “Place your order”
09 / Checkout
A · Current
B · Proposed
The final review page is the last chance to reassure a customer. In the proposed checkout, each item keeps its insight (“90-day low price”, “Typical” price, “Price drop”), so the confidence built in the cart isn’t lost a tap before purchase.
The insights reuse the same pills as the cart, so the page stays scannable and the system feels consistent end to end.
What I learned
10 / Reflection
Words carry weight
Small copy changes, like “90-day low” instead of “Good price”, decided whether customers trusted the insight at all.
Match depth to intent
Inline pills for everyone, Alexa for customers who want more. Respecting urgency kept the cart fast.
Honesty is a feature
Admitting a price is high felt risky, but paired with good alternatives it earned trust and kept customers shopping.
What’s next
Test Treatment 1 against Treatment 2 for high-price items, explore a more distinct colour for the swap button, and validate the undo flow for accidental swaps.