Turning Amazon Seller Onboarding Into One Journey
Client
Amazon Seller
Year
2025
The problem
New sellers were waiting nearly three weeks for registration and verification before they could list anything. Four teams owned different parts of the process, but no one owned the end-to-end journey — leaving sellers without a clear view of what came next or why they were waiting.
The strategic shift
I mapped the full seller journey from discovery through the first 90 days and brought the teams together around one shared view. The research showed that the problem wasn’t one broken screen — it was a fragmented experience across teams, systems, and handoffs. Instead of fixing each step independently, we designed onboarding as one connected journey.
Key decisions
Create one end-to-end journey spanning registration, verification, activation, first listing, and the first 90 days
Simplify registration and remove unnecessary steps before sellers could start
Make long verification waits visible, with clear status and expectations
Establish reusable UX patterns across previously disconnected seller experiences
Build a 90-Day Quickstart to guide sellers from account creation through their first successful selling milestones
Outcome
The work gave four teams a shared model for seller onboarding and turned disconnected experiences into one scalable journey. The resulting framework established common patterns for registration, verification, education, and early seller engagement — while giving sellers clearer guidance through the waits and handoffs they couldn’t avoid.
Scope of Work
