Product design question
How would you design a feature to allow Amazon shoppers to upload video for product reviews?
- Amazon
- Product design
- Medium
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What this question tests
Tests designing a content-submission feature that balances reviewer ease of use with review quality and moderation at scale.
How to approach it
- Clarify the goal: video reviews should build shopper trust with more authentic, demonstrative product feedback than text and photo reviews alone.
- Segment on shoppers deciding on higher-consideration purchases, like electronics or apparel, where seeing a product in real use matters most.
- Identify the pain point: recording, editing and uploading video feels like too much effort for a typical reviewer, so friction must be minimized.
- Design a simple in-app capture flow with guided prompts, unboxing, key features, fit or performance, plus light auto-trimming, and a small incentive like early access to promotions for the first video reviewers.
- Define success as video review submission rate on eligible products, video view-through rate on product pages, and conversion lift for products with video reviews present.
What a strong answer includes
- Reduces submission friction with guided prompts and simple editing, correctly identifying effort as the primary adoption barrier.
- Targets high-consideration categories first, where video reviews add the most real decision-making value.
- Ties the metric to actual purchase conversion lift, not just number of videos submitted.
Common mistakes
- Ignoring submission friction, which is the single biggest reason video reviews are rarer than text or photo reviews.
- Measuring only submission volume without checking if video reviews actually influence other shoppers' purchase decisions.
Likely follow-up questions
- How would you moderate video content at scale for policy violations or fake reviews?
- Would you require video reviews to be tied to verified purchases?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 7: AI UX and human oversight: design for a system that is wrong sometimes
- Chapter 14: Get the job: the AI PM interview loop