Amazon has noticed a 20% drop in daily active users in India. Find the Root cause?

Problem - 20 % drop in DAU for Amazon (assuming shopping app)

Since when is the issue been observed?

Issue is restricted to India only, but is the same issue persisting across all parts of India?

Is it specific to users belonging to certain age groups?

Is it specific to any particular category of users?

Is it due to seasonality ?

Is it due to network outage?

Is it due to weather issues?

Is it due to any competitor sale/ promotional event?

Further, I would like to examine the funnel to confirm whether it's a pre booking issue or not -

• App open -> Login
• Login -> Search
• Search -> SRP
• SRP -> PDP
• PDP -> Cart
• Cart -> Checkout
• Checkout -> Shipping details
• Shipping details -> Payment page
• Payment page -> Transaction completed

Based on the funnel impacted, I would further define the next course of action

• User login issue -
  • App is crashing -> Performance tuning
  • Password reset not working -> Might be a bug
  • Users are not getting the OTP -> Check OTP flow
  • There has been an increase in the OTP retry options -> Check OTP flow
  • It's taking longer time to receive the OTP -> Check OTP flow
• Login -> Search
  • App is crashing -> Performance tuning
  • The home page is taking longer time to load -> Performance tuning
  • The audio option in search bar is not working -> Bug fix
• Search -> SRP
  • SRP is taking longer time to upload -> Improve search algorithm
  • Desired results not coming up -> Improve recommendation logic
  • Filter/ Sort options are not working properly -> Bug fix
• SRP -> PDP
  • The description is not available for many products -> Seller feedback loop
  • Description is ambiguous or lacks clarity -> Seller feedback loop
  • Images not present in the PDP -> Seller feedback loop
  • Price is not available in PDP -> Amazon audits
• PDP -> Cart
  • Product is not getting added in cart -> Bug fix
  • PDP to Cart transition is taking longer time -> Api issue
• Cart -> Checkout
  • Price difference -> Real time update in cart price
  • Stockouts -> -> Real time availability in cart
  • Delivery timeline changed -> Real time update in cart
  • No promo codes available -> Work with more partners
  • Promo codes not getting applied -> Bug fix
• Checkout -> Shipping details
  • Pre-filled data is not available -> One tap check out for returning users
  • Addresses are not showing up to be selected -> Bug fix
• Payment page
  • Payment method not available -> Work with more banks/ service providers
  • Payment method is down -> Investigate with the service provider
  • EMI option not available -> Work with more banks
  • COD is not available -> Mention upfront in cart
  • Wallet is not working -> Bug fix
• Payment -> Transaction completion
  • Payment failed -> Check with payment gatewat provider
  • OTP issue -> Not controllable by Amazon, user needs to check with their bank

• Order cancellations
• Delayed delivery
• Fraud delivery attempts
• No returns
• Slower refund process