Amazon New-Service Launch Cases
Overview
This question evaluates a candidate's product management and decision-making competencies, including target-customer definition, jobs-to-be-done, value-proposition alignment with customer-centric leadership principles, competitive positioning, go-to-market planning, success metrics, MVP scoping, high-level technical architecture, and risk/roadmap thinking. Commonly asked in the Product / Decision Making domain to assess cross-functional strategic thinking and execution, it tests both conceptual understanding of product strategy and practical application across metrics, engineering trade-offs, and launch sequencing.
Product Design Case: Launch Three Products at Amazon
You are asked to outline how you would approach launching three distinct products at Amazon:
- A table-booking app
- A flower-delivery service
- An advertising platform
For each scenario, discuss:
- Target customers and their jobs-to-be-done (JTBD)
- Core value proposition and how it aligns with Amazon’s mission of customer obsession
- Competitive landscape and Amazon assets to leverage (Prime, Alexa, logistics, ads network, payments)
- Success metrics — input (e.g., selection, conversion, latency, CSAT) and output (e.g., revenue, retention, NPS)
- MVP feature set, user flows, and high-level technical architecture
- Go-to-market and launch sequencing (geography, marketing, partnerships, pricing)
- Long-term roadmap: adjacent features, global expansion, and flywheel effects
- Key risks, mitigations, and mechanisms for continuous improvement
Hints:
- Think backwards from the customer; use a Working Backwards PR-FAQ if helpful
- Show trade-offs between speed, cost, and customer experience
- Anchor your answer in Amazon Leadership Principles such as Customer Obsession, Think Big, and Dive Deep
Solution
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