Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe development of technology has caused significant changes in the business environment and the management of companies, and business competitiveness has become an increasingly important factor. Thus, companies must capture consumers' attention and convince them to buy. Therefore, it is necessary to understand how small and medium-sized businesses can differentiate themselves in an extensive medium like the Internet. This study aims to delve into the importance of web design according to the four defined elements - image, text, color, and video - on the Amazon website. An interview was conducted with thirty regular Amazon.com consumers to understand their behavior. The results provided an understanding of consumer perception and feelings about web design through data categorization and in-depth analysis. The results reveal that consumers question several factors before buying, such as the credibility and trustworthiness they have for the brand, which is influenced by its web design. Therefore, brands need to use the four pre-defined elements to positively influence consumers at the time of purchase and segment their audience to understand the type of consumer and, consequently, each element's impact
