How would you go about introducing Whole Foods into the Amazon catalog?

Question

How would you go about introducing Whole Foods into the Amazon catalog?

Asked at Amazon over a year ago

153 views

Asked at

153 views

How to answer Product Launch questions

Interview Guide

Answers (1)

To answer this question, Log in.

Top Product Launch interview questions

Would you want to launch a fitness app for Facebook? If yes, why? Please elaborate all requirements and prioritizations.8 answers | 13.6k views
Suppose Uber is about to launch Uber Grocery. Walk me through it from 0-1.7 answers | 6.6k views
You're the PM at a pharmaceutical company. How would you go about launching a new sleeping pill?7 answers | 2.2k views
See Product Launch PM Interview Questions

Invite members
Invite by email

Add another

Abhijeet Das · Answer 1 · 2025-06-30T13:25:45+0000

Introducing whole foods into Amazon catalog

What? An online ordering app for whole foods like vegetables, fruits, unprocessed meat, etc.

Geography? Let's say India

Objective - Assuming its a whole new category, the goal here would be have a new revenue stream through the whole foods offering

Market research -

The working class staying in Tier-1 cities are more time conscious and give importance to convenience over money. These people often have requirements to buy whole foods, which is only available in the vegetable shops and difficult to find in grocery stores.

Usecases -

On demand basis
Need it on a future date, based on remaining stock at home
Need it urgently due to out of stock situation

Already there are existing players, who deliver whole foods at user's doorstep. But, most of these competitors have a minimum basket value to qualify for a free delivery.

Value proposition - Fresh whole foods delivered at your door step at discuounted prices with no additioanl charges

Strategy -

Scope - One Tier-1 city

User onboarding - Cross sell, in app notifs, link in home page, pay through amazon wallet, online and offline ads, promotional campaigns

Seller onboarding - Since we are launcing for the first time, it is better to partner with vegetable shops and utilise our delivery fleet for pick up and delivery

Driver onboarding - We can cross utlize our fleet, or start with 3P drivers till we build out own dedicated fleet

Monetization - To begin with we need to increase our user base, so the margin will only come from the core selling of whole foods. As, we scale up, we can start charging delivery fee below a certain threshold value. We can also cross sell our other Amazon products through the whole category users

Metrics -

# users
% users placed one order
DAU/ WAU/ MAU
D7/ D30 returning users
NPS
ADO
AOV
ARPU
GMV
Margin

Launch strategy

Pre launch -

Align on user segment, value proposition and rollout plan
Align on all marketing channels activation and content
Align with sales/ support teams for all training needs
Align on go live readiness
Early access invite to few existing power users
Pilot testing with early adoption users
Ops dashboard and execution readiness

Launch -

Deployment for all users
Production sanity
Stakeholder communication
Celebrity/ influencer campaigns
Close monitoring

Post launch -

Metrics monitoring
User feedback
Post mortem
Continuous improvement