Amazon Prime Growth Plan: Where a 20% Revenue Lift Would Come From

You are a product manager for Amazon Prime, and your goal is to grow Prime's revenue by 20%. How would you get there? ```hint Break revenue into its drivers Write Prime revenue as an equation, then ask how much of the 20% each term could realistically supply, instead of listing ideas one by one. ``` ### Clarifying Questions - Does "Prime revenue" mean membership fees only, or also paid add-ons, Prime Video advertising and the extra shopping members do? - Over what period should the 20% be reached, and is it measured globally or in one market such as the United States? - Are price changes and new paid tiers on the table, or must the plan leave the current membership price alone? - Are new countries in scope, or should the plan grow Prime where it already operates? ### What a Strong Answer Covers - A clear revenue definition, decomposed into paying members and revenue per member - Sizing how much each lever (acquisition, retention, pricing and tiers, add-ons) could contribute toward the 20% - Prioritized initiatives tied to specific member and non-member segments, with the reasoning behind the order - The effect of each move on the link between membership and shopping, including churn risk from pricing - Metrics and guardrails that track progress toward the target ### Follow-up Questions - A price increase alone could supply much of the 20%. Why might you still not lead with it, and how would you test it? - If your plan adds tiers, how would you keep them from confusing members or pulling existing members down to a cheaper plan? - Which member segment would you expect to churn first under your plan, and what would you do about it?