Amazon

Amazon Overview
Website: amazon.com
Employees: 648000
Headquarters: Seattle, WA
Founded: 1995
About
Amazon.com, Inc., is an American multinational technology company based in Seattle that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
Insights from the Amazon Product Marketing Team
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs), AmazonFebruary 17
Here are some tips based on my eperience: 1. Keeping up with competitive product research, especially in tech, is hard: The tech space evolves at a rapid pace and your research can become absolute/stale within few weeks. Provide competitive intelligence back to your CEO/Product teams at an agreed upon cadence.  2. Try to templatize your findings. You will likely find your data on various product pages, press announcements and internet in general. Following a common template where it's easier for your audience to see this data consolidate at once place is very valuable. 3. Include your Po...
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs), AmazonFebruary 17
I always start with defining the customer and then working backwards.  1. Define the customer: Based on the market data, I come up with a few personnas. Personnas makes is easier to tell a story and it's easier for your audience (in your case your - CMO) to visualize the customer. Use all the data you have to build a semi-fictional charater and the world around her/him. Use images, videos. 2. Define the probelm this charater faces and the current solutions (or lack thereof). Talk about her frustrations, likes, dislikes, usage behavior etc.  3. How does your product fullfill this customer...
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs), AmazonFebruary 17
Another great question, thanks! I have been in a few roles where my job was to provide market data, competitive intelligence etc to other teams (CEO, Product, Sales etc) within the org. These teams would use this information to make strategic decisions, use them in sales presentations, etc but to put a common metric on providing competitive intelligence was hard. So we would send a quarterly survey to other teams within the org to participate in an anoynmous survey asking them about the usefulness of the competitive intelligence my team was providing. Think of it as a CSAT or a NPS survey t...
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs), AmazonFebruary 17
Early on in my career I use to spend a lot of time analyzing my competitors. I closely followed everything on their website, product pages, old blog posts, social media handles etc. Youcan almost make a mental model of how the company, product and their marketing strategy has evolved over the years. It is good learning but it is very easy to fall into a rabbit hole and spend hours reading. Nowadays I have a google alert set on a bunch of keywords. I get a daily email report with information just enough to keep me aware of the important movements in my space. I think if you spend too much ti...
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Video: PMM Interviews with Amazon's Senior Product Marketing Manager, AWS, Holly Watson
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Video: The Essential Go-To-Market with Amey Kanade, Product Marketing at Amazon Fire, and Yasmeen Turayhi
Holly Watson
Holly Watson
Product Marketing SME, AWS, AmazonFebruary 9
As often as possible. Launches are exciting for all departments - so questions and input can definitely start increasing the closer you get to GA, launch date. To help with this, create opportunities to communicate your launch plan to each team. Tailor the message to your audience as Sales will have interests around pricing, packaging, target audience, dates; while CS will have questions about customer environment changes, reporting impacts, and shifts to rules/established workflows. Outside of communicating the launch plan, also work to communicate how your launch will run through stages...
Holly Watson
Holly Watson
Product Marketing SME, AWS, AmazonFebruary 9
I've seen a few different forums and templates work. Here are a few ideas: Field input: I've seen some team use a JIRA ticketing system for this. It's a great way for CS or AEs to capture customer and prospect feedback and write it down. The teams are able to see a board where other ideas have been submitted and if they like the idea or have heard of the same idea in the field they essentially can "up vote" it. Product and Field teams come to an understanding that ideas are reviewed before every release and some are added to the roadmap. If a JIRA ticketing system isn't for you, this same...
Holly Watson
Holly Watson
Product Marketing SME, AWS, AmazonFebruary 9
Yes, great question. This relationship can be so valuable to both the PM and PMM, but also to the rest of the organization. For this relationship, I encourage each team to spend time understanding each others roles and responsibilities as well as having a discussion to align on what responsibilities will be owned by PMs vs. owned by PMMs. Ownership too can often be a word that is scrutinized, so for clarity owners are who leadership or other stakeholder are pointed to for questions, updates, and results. Good owners do not operate alone - they are great at gather input and influence from th...
Holly Watson
Holly Watson
Product Marketing SME, AWS, AmazonFebruary 9
Thanks for asking - love this question.  I'll walk through some insights gained from our most common and often strongest partners for PMM.  Insights from Sales: Strong sellers know how to sell. They understand the customer, know how to craft a compelling "buy now" story. Spending time with these top performers has helped to overhaul pitch decks and lean into emerging trends. More specifically, top sellers are having big picture conversations with C-Suite executives who look to vendors not only to solve a problem in front of them today, but set them up for success 6mos, 1 year+ in the ...
Amazon Product Marketing Leaders
Srini Sekaran
Srini Sekaran
Senior Product Manager
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
Holly Watson
Holly Watson
Product Marketing SME, AWS