Design a new feature in Fresh that helps families achieve better outcomes

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 Fresh serves households that are often buying for multiple people, balancing weekly meals, budgets, dietary needs, replenishment, delivery windows, and last-minute changes. In this product design interview, you are asked to design a new Fresh feature that helps families achieve better outcomes, where “better outcomes” should be defined clearly by you before exploring solutions.

Consider the end-to-end family grocery workflow: planning meals, coordinating preferences across family members, managing pantry gaps, discovering suitable products, building the cart, choosing delivery or pickup, handling substitutions, and measuring whether the order actually made the week easier. Families may include parents, caregivers, children, elderly relatives, roommates, or multi-generational households with different schedules, budgets, nutrition goals, and shopping responsibilities.

The feature should fit within Amazon Fresh’s commerce and logistics context, where selection, convenience, trust, fulfillment reliability, and repeat behavior matter. Your design should account for both the digital shopping experience and the operational realities of grocery availability, substitutions, delivery timing, and household-level decision-making.

The experience should consider:

- Which family segment you are prioritizing and what “better outcomes” means for them

- Key pain points in planning, coordination, budgeting, nutrition, convenience, or waste reduction

- How multiple household members may contribute preferences, constraints, approvals, or shopping tasks

- Where the feature fits in the Fresh journey: discovery, list-building, cart creation, checkout, delivery, or post-order

- How the experience handles substitutions, out-of-stock items, recurring needs, and changing family schedules

- Trust, transparency, and control for families making decisions about food, cost, and quality

- How the feature could support Amazon’s strengths in personalization, convenience, logistics, and repeat purchasing

- What success would look like from both the customer perspective and the Fresh business perspective

Your goal is to frame a specific family problem, identify the users and their workflow friction, and design a product experience that meaningfully improves outcomes without over-scoping the feature or ignoring Fresh’s operational constraints.