Countdown of Wonder reimagined how luxury was presented on Amazon during the holiday season, moving beyond standard product photography to deliver an elevated, experience-led shopping journey. The advent-style experience highlighted curated gifting across Amazon Luxury, Saks, Beauty, and Pre-Loved, brought to life through an editorial luxury visual system with a whimsical, storybook sensibility. Architectural window frames established a sense of discovery, with each day inviting customers to open a new window and reveal a distinct themed moment, while paper-cut–inspired compositions—featuring layered cutouts and soft shadowing—added depth and a handcrafted, tactile feel. Leveraging this approach, we reused existing editorial and PDP imagery to accelerate execution, reduce production costs, and expand content coverage while maintaining luxury quality at scale.

The initiative served as a strong CX test case, validating experience-driven storytelling beyond seasonal campaigns and informing repeatable, scalable CX and marketing strategies for Amazon Luxury in 2026.