Team Name: 4NorseMen Date: 16/08/2022

Executive Summary

Currently Amazon Pay has low visibility in the market. 95% of the surveyed users had never used Amaon Pay.
Amazon Pay’s market positioning needs to be changed from a cashback/refund wallet to a fully fledged payments system.
To achieve the above, the following needs to be done:
1. Introduce Amazon Pay PIN to increase user perception of security
2. Introduct P2P balance transfer to position Amazon Pay as a digital wallet competitor.
3. Introduce homescreen shortcuts for Amazon Pay to reduce usage friction.
4. “Amazon Pay Day” Sales to increase awareness among existing Amaon customers.
5. Separate platform for 3rd party merchants to integrate Amazon Pay
Methodology
The problems identified in the case study have been arrived at using a focus group interaction with 30+ potential customers.
The interactions covered major pointers. However, the flow of the conversation was directed by the interviewee. On
average, the interactions lasted 50 minutes.
The focus of the interactions was to understand the pain points of the customer, provide them with hypothetical situations
to see their reactions, take suggestions and frame solutions.

Why focus group interviews over survey?

1. Limited sample space to conduct reliable survey
2. To create trust with the potential customer
3. To understand the pain points from the customers’ point of view

Pain Points

1. Product Positioning (Exhibit 1 Positioning matrix)

2. Low Visibility on Amazon Ecosystem
3. Less secure compared to other competitors
4. Less features compared to competition

Amazon Pay’s potential customers do not see Amazon Pay as a fully fledged Payment System, but rather a wallet to store
cashbacks and refunds from Amazon’s orders.
For Amazon Pay to be adopted as a preferred payment method on online merchants, the product positioning should change.

Action Plan

The action plan for this is divided into 3 phases.

Phase I: Feature Improvements and Remvoing Fricitons (Exhibit 2)
1. Introduce Amazon Pay PIN to increase user perception of security
2. Introduct P2P balance transfer to position Amazon Pay as a digital wallet competitor.
3. Introduce homescreen shortcuts for Amazon Pay to reduce usage friction.
Phase II: Amazon Pay Day Sales | Exclusive Sale for Amazon Pay Users
Next phase focussing on brining Amazon’s existing customers on the Amazon Pay platform.
Phase III: Simplify Merchant onboardings
Launch a separate platform for 3rd party merchants to easily integrate Amazon Pay as a Payment option.

Privileged and Confidential document: The case study is for Amazon Customer Excellence (ACE) Challenge 2022 only and shall not be
shared/disseminated further with any third party. All Submissions made responses provided would be retained and used by Amazon in
future. Participants cannot to claim IP rights over it
APPENDIX

Exhibit 1: Product Positioning Matrix

Less Secure Secure Very Secure
Equal To Bank Paytm PhonPe, GooglePay
Just a Wallet Mobikwik
For Cashbacks Freecharge Amazon Pay

Exhibit 2: Features Prioritization

Reach Impact Confidence Effort RICE Score
Amazon Pay PIN 0.8 0.7 0.7 0.2 11.0
Wallet to Bank Transfer 0.7 0.9 0.9 1.0 2.5
UPI: Multiple Bank accounts 0.6 0.6 0.6 0.5 3.6
Homescreen Shortcuts 0.9 0.8 0.8 0.3 8.3
UPI ID on AmaonPay Home 0.8 0.5 0.2 0.3 5.0

Exhibit 3: Remove Friction to use Amaon Pay (Homescreen Shortcuts)

Exhibit 4: Reinforce Amazon Pay UPI ID

Privileged and Confidential document: The case study is for Amazon Customer Excellence (ACE) Challenge 2022 only and shall not be
shared/disseminated further with any third party. All Submissions made responses provided would be retained and used by Amazon in
future. Participants cannot to claim IP rights over it