Amazon Big-City Expansion: How to Fix Low Shopper Trust in Tier 1 and 2 Cities

Amazon plans to expand its operations into Tier 1 and Tier 2 cities, and it has found that people there do not trust the Amazon brand. As the product manager, what would you do to build trust with these shoppers? Explain what you think the lack of trust consists of, whom you would focus on, which changes you would make first and how you would tell whether trust is improving. ```hint Make "trust" concrete "Shoppers don't trust us" is too vague to act on. List the moments in an online purchase where a shopper can be let down, then ask which of them weigh most for people in large cities, given the other ways they can shop. ``` ### Clarifying Questions - The prompt says Amazon is expanding *into* these cities. Is it absent there today, or already present and trying to grow? The first is about first impressions; the second is about repairing a reputation. - Which country's city tiers are meant? The Tier 1 and Tier 2 labels are most often used for Indian cities. - How was the lack of trust observed: surveys, visitors who browse but never buy, high return or cancellation rates, few repeat orders? Is it concentrated in particular categories, such as electronics compared with groceries? - Does "users" mean shoppers only, or also sellers and delivery partners? And is the distrust aimed at Amazon specifically or at buying online in general? ### What a Strong Answer Covers - Turning "low trust" into specific, observable failure points along the purchase journey, with a plan to confirm which ones drive the problem before building anything - How shoppers in Tier 1 and Tier 2 cities differ from other shoppers, and a justified choice of segment - Fixes mapped to the trust gaps, prioritized, with their trade-offs (cost, abuse, seller selection) and a view of which fixes are specific to these cities - Success metrics that measure trust through behavior, with guardrails - The competitive context: local online rivals and the offline shops these customers already trust ### Follow-up Questions - If you could fund only one initiative this year, which would it be, and what evidence would change your mind? - A generous refund promise wins first orders, but return fraud rises. How do you decide whether to keep it? - How would you tell trust-driven growth apart from growth bought with discounts?