North American Stores — FLIPS Team
Agency: Monks
Senior Production Designer • AI-Assisted Creative Production
As part of Amazon’s North American Stores (NAS) team, we developed Flips—a high-volume seasonal merchandising program that refreshed the Amazon shopping experience throughout the year. Our team touched approximately 80% of the clickable tiles and seasonal merchandising modules, creating desktop and mobile experiences that connected shoppers to relevant products and collections. Each seasonal release was also localized for Spanish, with 4,000+ assets released every quarter.
Agency: Monks
Senior Production Designer • AI-Assisted Creative Production
As part of Amazon’s North American Stores (NAS) team, we developed Flips—a high-volume seasonal merchandising program that refreshed the Amazon shopping experience throughout the year. Our team touched approximately 80% of the clickable tiles and seasonal merchandising modules, creating desktop and mobile experiences that connected shoppers to relevant products and collections. Each seasonal release was also localized for Spanish, with 4,000+ assets released every quarter.
Working from client-supplied assets, we handled the visual execution—from silhouetting products and building custom compositions to creating collages from product collections. Every placement was presented in full-page wireframes to ensure the experience worked cohesively from top to bottom across desktop and mobile.
The scale of the program also became an opportunity to rethink how we produced the work. Our NAS Flips team was the kickoff team for what became MonksFlow, Monks' AI-powered creative production workflow. Working closely with the MonksFlow team, we built a library of Figma templates with dynamic fields for seasonal information, placement, and asset dimensions. The workflow eventually automated image silhouetting and populated copy documentation, significantly reducing manual production work.
What started as a solution for our NAS team became the spark for an agency-wide production system that continues to evolve today.
Behind the Flips
We created an internal video to show what goes on behind the scenes of the Flips program—from the creative and production teams to account, copy, and the many moving pieces required to get each seasonal experience live. With hundreds of assets moving through the process, the video gives a look at the people, collaboration, and sheer scale behind what shoppers ultimately see on Amazon.
We created an internal video to show what goes on behind the scenes of the Flips program—from the creative and production teams to account, copy, and the many moving pieces required to get each seasonal experience live. With hundreds of assets moving through the process, the video gives a look at the people, collaboration, and sheer scale behind what shoppers ultimately see on Amazon.
