How would you improve Amazon Audible?

Introduction

To improve Amazon Audible, we need to analyze its current state, identify key pain points, and develop innovative solutions that enhance the user experience while aligning with Amazon's broader strategic goals. I'll approach this challenge systematically, focusing on user needs, market trends, and technological opportunities.

Step 1

Clarifying Questions (5 mins)

• Looking at Audible's position in the audiobook market, I'm curious about its current growth trajectory. Could you share insights on Audible's user acquisition and retention rates over the past year?

Why it matters: This helps determine if we should focus on attracting new users or improving retention. Expected answer: Steady growth in new users, but retention rates have plateaued. Impact on approach: Would prioritize features enhancing user engagement and retention.

• Considering the evolving audio content landscape, I'm wondering about Audible's content strategy. How does Audible's original content production compare to its licensed audiobook offerings in terms of user engagement?

Why it matters: Informs whether to invest more in original content or improve the existing library. Expected answer: Original content shows higher engagement but represents a smaller portion of the library. Impact on approach: Might suggest expanding original content production or improving discovery of existing originals.

• Given the rise of multi-modal content consumption, I'm interested in Audible's cross-platform strategy. What percentage of Audible users regularly switch between devices (e.g., smartphone, smart speaker, car system) during a single listening session?

Why it matters: Helps determine the importance of seamless cross-device experiences. Expected answer: About 40% of users regularly switch devices mid-session. Impact on approach: Would focus on improving cross-device synchronization and user experience.

• Considering Amazon's broader ecosystem, I'm curious about Audible's integration with other Amazon services. How does Audible's performance correlate with users' engagement in other Amazon products like Prime or Kindle?

Why it matters: Informs potential synergies and cross-promotion opportunities. Expected answer: Strong correlation between Audible usage and engagement with Kindle, moderate with Prime. Impact on approach: Would explore deeper integration with Kindle and leveraging Prime for user acquisition.