Amazon Accessibility

Amazon strives to be Earth’s most customer-centric company, aiming to serve and delight everyone – including people with disabilities. This was the first campaign of its kind and scale at Amazon with a goal that was twofold: continue to position Amazon as a leader in accessibility and to help all of our customers better understand how accessibility features across our devices and services can support connection, entertainment, and independence.

To kick things off, I conducted a content audit to assess existing content and document strategic, bar-raising recommendations. From there, I partnered with internal accessibility stakeholders, presented the proposal to creative leadership, and ultimately briefed creative teams to redesign the Accessibility landing page to make it easier for customers to learn more and find the devices and services that are right for them.

TL;DR: Make accessibility content real and relatable.

Beyond the landing page, these videos were also promoted across paid media and streaming TV (Freevee and Fire TV), Amazon YouTube, Amazon Display Ads (ADA), owned and operated channels, Amazon social channels (LinkedIn, Twitter, Facebook, Instagram), Amazon.com onsite marketing (hero banners, category cards), PR, and internal newsletters.

And finally, after an entire year of coordination and collaboration, one of the team’s proudest moments was adding an ingress point to the landing page on the global Amazon.com footer.

The Results

Reach: General population customers (targeting Prime/Non-Prime Members, Alexa Device Owners, Prime Video Streamers)

Impressions: 51MM

Brand Perception: Drive lift across Amazon trust, utility, and accessibility/inclusion perceptions, “Is a brand I trust,” “Makes a difference in my life,” and “Creates products and services with people with disabilities in mind,” measured through an external Kantar brand lift study.

Featured on Adweek’s Most Accessible Brand Campaigns of 2022: Amazon threw down the gauntlet when it came to corporate accessibility, challenging other brands to consider and continuously develop their products with disabled communities in mind. While it still flexed the conglomerate’s range of accessibility features, the work also offered a peek at the company’s internal approach to inclusive hiring and leadership.

“To see an Amazon ad where the voiceover was from a blind employee, we are starting to get more of the whole story of people with disabilities and advertising as opposed to [using disability as] a prop or just showing the accessible features, which is great.” - Josh Loebner, Ph.D., global head of inclusive design at Wunderman Thompson