Create a launch plan for a high-risk Advertising feature for third-party sellers

Problem Statement Description

Product context: Amazon is a commerce, logistics, media, devices, and cloud company; its products include Marketplace, Prime, Prime Video, Alexa devices, ads, fulfillment, and AWS.

Amazon Advertising is preparing to launch a high-risk new feature for third-party sellers who use ads to drive traffic, improve product visibility, and grow sales on Amazon. The feature may affect seller spend, campaign performance, shopper experience, marketplace trust, or downstream systems such as billing, reporting, recommendations, moderation, or inventory-linked merchandising.

Your task is to create a launch plan that would help Amazon introduce this feature safely and effectively. Assume the feature has meaningful upside for sellers and Amazon’s advertising business, but also carries operational, customer, financial, or reputational risk if launched poorly.

Focus on how you would move from readiness to rollout, including how teams coordinate, how risks are identified and managed, how launch quality is measured, and how decisions are made before expanding access. You do not need to design the feature itself; the emphasis is on execution discipline for a high-risk product launch in an Amazon marketplace and advertising context.

The experience should consider:

- Key stakeholders and owners across Advertising, Seller Central, engineering, data science, legal/compliance, billing, support, and account management

- Launch sequencing, such as internal testing, seller pilots, limited marketplace rollout, and broader availability

- Dependencies on campaign setup, targeting, auction behavior, reporting, billing accuracy, policy enforcement, and seller education

- Go/no-go criteria, including seller impact, shopper impact, system reliability, financial correctness, and support readiness

- Risk mitigation for overspending, poor recommendations, advertiser confusion, marketplace policy violations, or degraded shopper trust

- Monitoring, escalation paths, rollback triggers, and incident response during and after launch

- Communication plans for sellers, internal teams, leadership, and customer-support organizations

The goal is to demonstrate how you would lead a controlled, measurable, and cross-functional launch that protects sellers and shoppers while enabling Amazon to learn quickly, manage downside risk, and scale the feature only when launch criteria are met.