Product design question
How would you improve Amazon.com or Amazon.in?
- Amazon
- Product design
- Easy
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What this question tests
Tests product sense on a mature, high-scale e-commerce platform, requiring a specific, defensible improvement instead of listing broad features.
How to approach it
- Clarify scope: pick one market to focus on, Amazon.in, since India has distinct behavior, higher price sensitivity, more first-time online shoppers, heavier cash-on-delivery use.
- Segment users: first-time online shoppers unfamiliar with e-commerce trust signals, versus repeat power shoppers who know the platform well.
- Pick one pain point: first-time shoppers often hesitate due to trust concerns, will the product match description, is return easy, especially outside metro areas.
- Propose a trust-building product detail layer for new-to-online-shopping users, verified-buyer video reviews from similar-profile customers and a prominent no-questions return guarantee.
- Address the trade-off: heavier trust signals could clutter the page for experienced repeat shoppers, so personalize visibility based on account tenure.
- Define success: conversion rate uplift among new-to-online-shopping cohorts, and return-related complaint reduction.
What a strong answer includes
- Picks a specific market and segment, first-time shoppers on Amazon.in, rather than a vague global improvement.
- Names a concrete trust mechanism, verified-buyer video reviews and a highlighted return guarantee, addressing a real, documented barrier.
- Personalizes the trust layer by user tenure, avoiding clutter for experienced shoppers who don't need it.
- Defines success with a segment-specific conversion metric tied directly to the identified barrier.
Common mistakes
- Giving a generic improve-search or better-recommendations answer with no specific segment or market focus.
- Ignoring that a one-size-fits-all UI change could hurt experienced shoppers who don't need extra trust signals.
Likely follow-up questions
- How would you identify which users are first-time online shoppers to target this layer?
- How would this differ for a metro versus a rural Indian user?
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- Explain some new Alexa Skillsets you would roll out and why.Amazon · Product design · Medium
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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