Amazon Bike-Sharing Service: Plan the Product and Its Launch

You are a product manager at Amazon, and you own the launch of a new Amazon bike-share program. Explain how you would approach it: why Amazon should run bike sharing, which riders it serves first, what the product and its day-to-day operations look like, how and where you would launch, and how you would tell whether it is working. ```hint Answer "why Amazon" first Pin down what Amazon gains from running bike sharing before you choose bikes, cities or prices; that reason decides which riders matter most and what a successful launch looks like. ``` ### Clarifying Questions - Has Amazon already committed to entering bike sharing, or is part of the job to make the case for it? - Is the program a public service for anyone in a city, a perk tied to an Amazon membership, a program for Amazon employees, or some mix? - Is a launch city or timeline already set, and must Amazon own the bikes, or may it partner with an existing operator? ### What a Strong Answer Covers - A rationale for why Amazon runs bike sharing and a launch goal that follows from it - Rider segments compared, with a first segment chosen and why - The product and operating model decided with trade-offs: bike type, parking model, pricing, and who runs the fleet - A launch plan covering how the first market is chosen, city permits, and phased expansion - Success metrics with guardrails, plus the main risks such as unit economics, safety and public pushback ### Follow-up Questions - How would you decide between owning the fleet and partnering with an established operator? - Bike-share systems often struggle to cover their operating costs. How would this program make financial sense for Amazon? - After a six-month pilot, what results would make you expand, change course or shut it down?