How would you change the Amazon Fresh experience and how would you measure them?

Introduction

Improving the Amazon Fresh experience and measuring its success is a critical product success metrics challenge. To tackle this effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us identify the most impactful changes and ensure we're tracking the right metrics to drive success.

Step 1

Product Context (5 minutes)

Amazon Fresh is Amazon's grocery delivery and pickup service, offering fresh produce, meat, seafood, and other perishables alongside typical grocery items. Key stakeholders include:

1. Customers: Seeking convenient, high-quality grocery shopping
2. Amazon: Aiming to expand market share in the grocery sector
3. Suppliers: Providing fresh and packaged goods
4. Delivery partners: Ensuring timely and efficient delivery

The user flow typically involves:

1. Browsing and selecting items on the Amazon Fresh platform
2. Choosing delivery or pickup options
3. Placing the order and payment
4. Receiving the groceries (via delivery or pickup)

Amazon Fresh fits into Amazon's broader strategy of expanding its ecosystem and increasing customer loyalty through Prime membership benefits. It competes with traditional grocery chains, other online grocery services like Instacart, and meal kit providers.

In terms of product lifecycle, Amazon Fresh is in the growth stage, expanding to new markets and continuously refining its offerings.