Project Overview
For WashU’s MGT course, my team developed a market entry strategy for Amazon to expand into the interior design space. We proposed Amazon Interiors, a digital-first service offering style quizzes, 3D space uploads, and curated product recommendations, supported by Prime two-day shipping and Flex installation for a seamless, affordable customer experience. Our process included in-depth industry and competitor research, user pain point analysis, and an implementation plan leveraging Amazon’s existing fulfillment infrastructure. We projected $40M–$100M in first-year revenue through online sales, installation services, and new Prime memberships, with a roadmap for expansion into Amazon Home Services.
Research
Challenge
Our team was tasked with creating a viable market entry strategy for Amazon into a new industry. The goal was to identify an underserved market where Amazon’s existing infrastructure and brand strengths could deliver a disruptive, scalable solution. We needed to address key consumer pain points, develop an actionable implementation plan, and project realistic financial outcomes while aligning the concept with Amazon’s operational capabilities and long-term growth potential. Including the guidance of academic mentors and professors, we were given freedom in what we proposed and executed, and ultimately pursued a solution that felt authentic to our team.
To start off, I explored Amazon’s current pain points through customer experience reviews, industry reports, and competitor analysis. Three themes emerged: trust issues from counterfeit products and cluttered listings, missed opportunities in predicting demand, and packaging inefficiencies that waste materials and risk product damage. Drawing on examples from companies like FedEx and existing Amazon initiatives, I identified potential solutions—from a verified seller program to smarter demand forecasting and robotic packaging—that could strengthen customer trust, streamline operations, and make Amazon more sustainable. We synthesized this research into our final idea and recommendation.
Brainstorming
After finishing our research, we began by exploring broad strategic directions for Amazon—either raising customers’ willingness to pay, lowering opportunity costs, or entering attractive new industries. The team generated and scored a range of ideas, from expanding Amazon Travel and shipping infrastructure, to launching services like housing, on-demand home repairs, and AI-powered personal shopping assistants. After evaluating feasibility, alignment with Amazon’s core strengths, and potential market impact, we narrowed our focus to opportunities that leveraged Amazon’s logistics, Prime membership base, and technology ecosystem—ultimately leading us to the concept of Amazon Interiors as a scalable, design-focused service.
Result
Our final concept, Amazon Interiors, positioned Amazon to enter the fragmented interior design market with a digital-first service integrating style quizzes, 3D space uploads, and curated product recommendations. Leveraging Prime shipping and Flex installation, the solution delivered a seamless, affordable customer experience while tapping into Amazon’s logistics strengths.
From a product marketing and product management perspective, this project mirrored real-world responsibilities—conducting market research, defining target personas, crafting value propositions, and outlining go-to-market strategies. We created a full implementation roadmap, projected multi-channel revenue streams ($40M–$100M in year one), and identified expansion opportunities into Amazon Home Services. This experience honed my ability to bridge user insights with business goals, turning research and brainstorming into a market-ready product concept.