FREE TEMPLATE

Amazon’s Press Release

The "working backwards" approach is Amazon's secret sauce to developing successful products.

Amazon’s Press Release Template is part of the "working backwards" approach, a framework used at Amazon to develop new products and features. Instead of starting with an idea and trying to find customers, this method focuses on working backwards from the customer’s needs. The template simulates a press release for the final product, emphasising the problem it solves and the benefits customers will receive. It’s a customer-centric approach that ensures the value of the product is clear before development begins.

GrowthX

GrowthX

This is built for

Product Managers

Use this approach to define product value from the customer's perspective before committing resources to development, ensuring market fit.

Marketing Teams

Benefit from a clear, customer-centric narrative early on, which helps shape effective go-to-market strategies and messaging.

PR Specialists

Utilize the press release format to understand the core message and prepare for external communications effectively.

What is Amazon’s Press Release Template?

Amazon’s Press Release Template is part of the "working backwards" approach, a framework used at Amazon to develop new products and features. Instead of starting with an idea and trying to find customers, this method focuses on working backwards from the customer’s needs. The template simulates a press release for the final product, emphasising the problem it solves and the benefits customers will receive. It’s a customer-centric approach that ensures the value of the product is clear before development begins.

How Does Amazon’s Press Release Template Help?

  1. Focus on customer value from the start
This template ensures that product teams think deeply about the customer problem and the benefits of the solution before development, reducing unnecessary iterations.
  1. Simplifies communication
By using a press release format, the product’s key points are laid out in simple, customer-friendly language, making it easier to communicate the product’s value both internally and externally.
  1. Saves time and resources
Iterating on the press release is faster and more cost-effective than iterating on the actual product, allowing teams to refine the value proposition without the high cost of development.
  1. Aligns the team
The template provides a clear and concise description of the product, its target audience, and its benefits, which helps the entire team stay aligned on the goals and vision of the project.

How to Use This Template in Your Workflow

Step 1: Create the heading and sub-heading Start by naming the product and describing the target audience and main benefit in one sentence. Step 2: Write the product summary Craft a brief, compelling summary of the product and its key benefits. Assume the reader won’t read past this, so make it strong. Step 3: Define the problem and solution Describe the problem your product addresses, followed by how your product solves it in an elegant and effective way. Step 4: Add a spokesperson quote Include a quote from a company spokesperson to add authority and personality to the press release. Step 5: Describe the next steps Explain how easy it is for customers to get started with the product, and finish with a call to action that guides the reader on what to do next.

Amazon’s Press Release

The "working backwards" approach is Amazon's secret sauce to developing successful products.

Download Amazon’s Press Release

  • Focus product development on customers.
  • Define value proposition before building.
  • Simplify product communication effectively now.
  • Align team on product vision.
  • Iterate ideas cost-effectively early on.

Frequently Asked Questions

It’s used to clearly define a product’s value by focusing on the customer’s needs before the product is even developed.
It ensures that the product is built around solving real customer problems, rather than creating a product and trying to find customers for it.
It should focus on the customer problem, how existing solutions fall short, and how your product solves the issue in a unique way.
Ideally, it should be no longer than a page and a half. Keep the content short and clear, cutting out unnecessary details.
A quote from a company spokesperson adds authority and gives the press release a personal touch, making it more relatable for the customer.
After the press release is written, you can attach an FAQ to cover any business or technical questions, keeping the press release focused on customer value.

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