Design the high-level system for a scalable Fresh feature used by video subscribers

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 is considering a scalable Fresh feature for Prime Video subscribers that connects video viewing moments with grocery discovery and purchase. For example, a subscriber watching food, sports, family, or lifestyle content may want to discover relevant Fresh items, add them to a grocery cart, and complete or resume checkout without disrupting the viewing experience.

You are asked to design the high-level system behind this feature as a Technical PM. Focus on the product and technical architecture needed to support a large subscriber base across devices, while integrating with Amazon Fresh’s catalog, inventory, cart, checkout, delivery-slot, pricing, identity, and recommendation systems.

The scope should cover the end-to-end customer workflow from eligibility and content context to item discovery, cart actions, checkout handoff, fulfillment readiness, and post-action tracking. Assume Amazon needs a reliable, privacy-conscious, observable, and incrementally rollable system that can work across Prime Video surfaces such as TV, mobile, web, and Fire devices.

The experience should consider:

- User requirements for video subscribers, including low-friction discovery, cart continuity, and minimal viewing interruption

- System integrations with video playback, customer identity, Fresh catalog, real-time inventory, pricing, cart, checkout, and delivery availability

- API and data requirements for contextual recommendations, eligibility checks, cart updates, and event tracking

- Reliability and latency expectations across high-traffic viewing moments, devices, and regions

- Privacy, consent, and data-use boundaries when combining video engagement signals with commerce personalization

- Security considerations for account access, cart mutation, payments handoff, and household/shared-device scenarios

- Rollout strategy, experimentation, feature flags, regional availability, and fallback behavior

- Observability needs, including logs, metrics, alerts, funnel instrumentation, and failure diagnostics

Your goal is to describe a clear high-level system design and product-technical plan that enables Amazon to evaluate whether this Fresh feature can scale for video subscribers while maintaining customer trust, operational excellence, and a strong commerce experience.