Design an Ads Product for Amazon. Clarifying Q: What is my role? Can I assume I am a PM for Ads at Amazon? - Y Geography? - Canada / US Scope: Amazon has a number of areas that it operates in, is there a focus: Amazon Store Entertainment (Audible, Prime Video, Twitch) Devices and Services (Alexa, Echo, Fire TV etc.) Amazon Web Services A: you pick. Awesome, I see the biggest area of opportunity is the Amazon Store as it is the biggest gross rev product for Amazon and the third largest digital advertising platform after Google and Facebook. There is also the largest number of users and advertisers here. Is there a reason why we want to design a product for ads? Are we hearing something from our users? Leadership? -It was on the Roadmap Okay, in the real world setting I would want to ensure that allocating resources to this work is warranted through understanding user feedback, data, internal feedback, alignment with our business strategy etc. Amazon Store is a double sided marketplace with both sellers and buyers of products. Amazon is also a seller on the platform and sellers can push their products with advertising and organically overtime through customer reviews and feedback. - am I missing anything here? A: nope - that is the core of Amazon Store. Amazon Mission statement be earths most customer centric company, best employer and safest place to work. Is there a specific goal we had in mind behind designing this product? Why is Amazon doing this? Do we want to increase user adoption, engagement, satisfaction, monetization? A: Increase Revenue. Great, so to summarize what I understand so far: PM at Amazon Ads focused on NA, on Amazon Online Store Ads and I have goal of increasing Revenue for Amazon through designing an ads product. A: Yes Perfect, so next I’d like to better understand the users we see on Amazon Store: Advertisers -Amazon priority advertisers - they want to be at the top of the amazon search rank for visibility on the platform ( big + sm brands) -Strong brand both on the platform and off - typically larger businesses -Affiliate Marketers Consumers of Ads -Internal to Amazon -External Platform - Acquiring from external into Amazon Before deciding on the user group I want to focus a bit deeper on, let’s understand how Amazon makes their money off ads: -Cost-per-click model ads to promote individual listings on amazon: -Sponsored Products -Sponsored Brands -Sponsored Display Ads - sellers both on and off Amazon can advertise on a number of Amazon products and third party destinations -Stores - immersive place for you to put your products online Given the important in advertising to ensure customers are responding well to your ads, I want to focus on the customers who are searching for a product on instagram- focusing here will also lead us to the likelihood of having higher conversions as these customers are specifically searching for a keyword. Customer Pain Points: -Irrelevant Ads -Uninformative Ads -Relevant / Important Data missing ex. Sourcing information -Ad overload -Lack of control over ad experience Advertiser Pain Points - focus on small businesses who want to promote on Amazon -Budgeting -Affordability of advertising - small brands may not have a large budget for ad spend -Managing ad spend across platforms / products within their store -Data: Understanding what products will be profitable- lots of third party extensions available to provide more visibility into the data -Product/ Brand Identify - limited real estate opportunities to capture potential customers attention Solutions Data insights - is there a way that Amazon can provide strong ability for users to view their data across the various platforms. This will additionally provide great business value to Amazon who is able to understand user behaviour and potentially convert users to spending more on Amazon. Additionally, Amazon can use it as a way to clearly articulate value from investing in advertising here. Pricing models Is there a way we could look at some level of subscription model? Pay per sale option- could we possible take a higher fee of their product to recoup advertising + more. This would have to be fairly high as otherwise most users would use this. Education- can Amazon provide courses that teach small businesses how to best optimize their ads for the greatest ROI. Big painpoint is that there are so many ‘Gurus’ and courses and material but if it came from Amazon then we could ensure our clients are getting the best experience, best knowledge and further engage in our platform as a preferred provider. Option prioritization: Education: there are so many features available with amazon Ads and insights that are already provided that many users do not understand at a basic level. In order for us to keep users on Amazon and prevent Churn it is important to ensure they are educated on the most up to date and best practices for selling on Amazon. Business Value: Alignment with Amazon principles: We ensure that our users understand key Amazon principles such as customer service, authenticity, etc. Standardization: better view into amazon Commitment to operational excellence Key Criteria: Impact Effort Confidence on ROI Metrics Number of users who ‘Sign up’ / Access Educational Material What material is watched the most / topics/ themes User segmentation User feedback Try to see how we can look at user performance prior to training and post
She obviously has expertise in the area - and she had good points - however her delivery style results in a lot of cognitive load to the listener unfortunately
Should we have focused on one painpoint here and then drive into the solutionsing for that one painpoint in particular ?
Полезный, нескучный канал
Design an Ads Product for Amazon.
Clarifying Q:
What is my role? Can I assume I am a PM for Ads at Amazon? - Y
Geography? - Canada / US
Scope: Amazon has a number of areas that it operates in, is there a focus:
Amazon Store
Entertainment (Audible, Prime Video, Twitch)
Devices and Services (Alexa, Echo, Fire TV etc.)
Amazon Web Services
A: you pick.
Awesome, I see the biggest area of opportunity is the Amazon Store as it is the biggest gross rev product for Amazon and the third largest digital advertising platform after Google and Facebook. There is also the largest number of users and advertisers here.
Is there a reason why we want to design a product for ads? Are we hearing something from our users? Leadership? -It was on the Roadmap
Okay, in the real world setting I would want to ensure that allocating resources to this work is warranted through understanding user feedback, data, internal feedback, alignment with our business strategy etc.
Amazon Store is a double sided marketplace with both sellers and buyers of products. Amazon is also a seller on the platform and sellers can push their products with advertising and organically overtime through customer reviews and feedback. - am I missing anything here?
A: nope - that is the core of Amazon Store.
Amazon Mission statement be earths most customer centric company, best employer and safest place to work.
Is there a specific goal we had in mind behind designing this product? Why is Amazon doing this? Do we want to increase user adoption, engagement, satisfaction, monetization?
A: Increase Revenue.
Great, so to summarize what I understand so far:
PM at Amazon Ads focused on NA, on Amazon Online Store Ads and I have goal of increasing Revenue for Amazon through designing an ads product.
A: Yes
Perfect, so next I’d like to better understand the users we see on Amazon Store:
Advertisers
-Amazon priority advertisers - they want to be at the top of the amazon search rank for visibility on the platform ( big + sm brands)
-Strong brand both on the platform and off - typically larger businesses
-Affiliate Marketers
Consumers of Ads
-Internal to Amazon
-External Platform - Acquiring from external into Amazon
Before deciding on the user group I want to focus a bit deeper on, let’s understand how Amazon makes their money off ads:
-Cost-per-click model ads to promote individual listings on amazon:
-Sponsored Products
-Sponsored Brands
-Sponsored Display Ads - sellers both on and off Amazon can advertise on a number of Amazon products and third party destinations
-Stores - immersive place for you to put your products online
Given the important in advertising to ensure customers are responding well to your ads, I want to focus on the customers who are searching for a product on instagram- focusing here will also lead us to the likelihood of having higher conversions as these customers are specifically searching for a keyword.
Customer Pain Points:
-Irrelevant Ads
-Uninformative Ads
-Relevant / Important Data missing ex. Sourcing information
-Ad overload
-Lack of control over ad experience
Advertiser Pain Points - focus on small businesses who want to promote on Amazon
-Budgeting
-Affordability of advertising - small brands may not have a large budget for ad spend
-Managing ad spend across platforms / products within their store
-Data: Understanding what products will be profitable- lots of third party extensions available to provide more visibility into the data
-Product/ Brand Identify - limited real estate opportunities to capture potential customers attention
Solutions
Data insights - is there a way that Amazon can provide strong ability for users to view their data across the various platforms. This will additionally provide great business value to Amazon who is able to understand user behaviour and potentially convert users to spending more on Amazon. Additionally, Amazon can use it as a way to clearly articulate value from investing in advertising here.
Pricing models
Is there a way we could look at some level of subscription model?
Pay per sale option- could we possible take a higher fee of their product to recoup advertising + more. This would have to be fairly high as otherwise most users would use this.
Education- can Amazon provide courses that teach small businesses how to best optimize their ads for the greatest ROI. Big painpoint is that there are so many ‘Gurus’ and courses and material but if it came from Amazon then we could ensure our clients are getting the best experience, best knowledge and further engage in our platform as a preferred provider.
Option prioritization:
Education: there are so many features available with amazon Ads and insights that are already provided that many users do not understand at a basic level. In order for us to keep users on Amazon and prevent Churn it is important to ensure they are educated on the most up to date and best practices for selling on Amazon.
Business Value:
Alignment with Amazon principles: We ensure that our users understand key Amazon principles such as customer service, authenticity, etc.
Standardization: better view into amazon
Commitment to operational excellence
Key Criteria:
Impact
Effort
Confidence on ROI
Metrics
Number of users who ‘Sign up’ / Access Educational Material
What material is watched the most / topics/ themes
User segmentation
User feedback
Try to see how we can look at user performance prior to training and post
She obviously has expertise in the area - and she had good points - however her delivery style results in a lot of cognitive load to the listener unfortunately
"promosm"
tbh, her tone is confusing and all over the place. If Amazon really hired her, I wonder how