A New Design System for Amazon Seller Central
A year on the Katal Design System team: growing the foundations, components and patterns every partner team at Amazon Seller Central builds on, plus localization across the UK and India markets.
More than two million Selling Partners run their business on Amazon. The surfaces they use had drifted apart. Sellers bounced between a dense Manage Inventory table, a legacy Help flow, and an internal investigation tool called Paragon whose dashboards sprawled across one in-app tab and five external tabs. A shadowing audit timed the cost: one ASIN took eight minutes; a hundred ASINs took thirteen hours a day. The Katal Design System team’s job was to give every partner team (support, investigations, performance, listings) one shared language of components, patterns and tokens, so the same fix wouldn’t get re-designed five times.
This was a true 0-1 project: design foundations, reusable components, and the higher-level patterns built on top. I also sat in on the user testing sessions to uncover a workflow audit that produced the ‘13 hours a day’ diagram to show how inefficient the current flow was. I redesigned the Get Support flow into a stepped Describe → Confirm → Resolve interaction built from Katal form components. I replaced the legacy Manage Inventory dashboard with a card-grid homepage built from Katal primitives. I consulted partner teams on adoption: onboarding new users, finding growth areas, shipping wireframes, high-fi mocks and prototypes. Alongside the core system work I contributed to localization across the UK and India markets so the same components carried regional content without forking.
The redesigned support and homepage flows shipped into Seller Central as the Katal-pattern reference for partner teams. The Katal library grew into the overall Design System that all teams can now access. The shadowing diagram became leverage for the broader Paragon redesign push. The localization work proved out the cross-market story the team needed for the next year of investment. Across the contract window, Amazon’s third-party seller services revenue grew from $103.37B in 2021 to $117.72B in 2022 (+14%), and third-party share of marketplace sales hit a record 59% in Q4 2022.
- $103.37B → $117.72B
- 3P seller services revenue across the Katal redesign window · 2021 to 2022 · +14% YoY
- 59% in Q4 2022
- Third-party share of marketplace sales · all-time high · +5% YoY · contract closing quarter
- 2M+ partners
- Selling Partners on Amazon Seller Central, all built on Katal patterns