How would you improve Amazon Ads?

Introduction

To improve Amazon Ads, we need to analyze the current state of the platform, identify key pain points, and develop innovative solutions that enhance the experience for advertisers while driving better results. I'll approach this challenge systematically, focusing on user needs, market trends, and strategic alignment with Amazon's broader ecosystem.

Step 1

Clarifying Questions

• Looking at the product context, I'm thinking about the primary users of Amazon Ads. Could you clarify if we're focusing on small to medium-sized businesses (SMBs) or large enterprise advertisers?

Why it matters: Different advertiser segments have distinct needs and pain points, which would significantly impact our improvement strategy. Expected answer: Focus on SMBs as they represent a growing segment with unique challenges. Impact on approach: Would prioritize ease of use, self-service tools, and cost-effective solutions.

• Considering user behavior, I'm curious about the most common ad formats and placements. Are we seeing a shift towards video ads or sponsored product listings?

Why it matters: Understanding trending ad formats helps us align our improvements with user preferences and market demands. Expected answer: Sponsored product listings are still dominant, but video ads are growing rapidly. Impact on approach: Would focus on enhancing sponsored product capabilities while developing new video ad features.

• Regarding product lifecycle, where does Amazon Ads stand in terms of market maturity and growth potential?

Why it matters: Determines if we should focus on expanding features or optimizing existing ones. Expected answer: Mature product with steady growth, facing increased competition from retail media networks. Impact on approach: Would prioritize differentiation and advanced targeting capabilities to maintain market leadership.

• Considering company alignment, what are the key performance indicators (KPIs) driving this improvement initiative for Amazon Ads?

Why it matters: Ensures our improvements align with broader business objectives. Expected answer: Increase in advertiser retention, ad spend growth, and return on ad spend (ROAS) for advertisers. Impact on approach: Would focus on features that improve ad performance and provide better insights to advertisers.