Estimate how many deal seekers could use Kindle weekly in one major market

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 wants to understand the weekly reachable audience for Kindle among “deal seekers” in one major market. In this context, deal seekers are price-sensitive consumers who actively look for discounts, free or low-cost digital content, promotions, bundles, subscriptions, or device/content offers before committing to purchases.

Your task is to estimate how many people in a clearly defined major market could use Kindle in a typical week. Kindle usage may include reading on Kindle devices, using the Kindle app, browsing or downloading discounted ebooks, using Prime Reading or Kindle Unlimited promotions, or engaging with free/low-priced reading content.

This is a guesstimate question, so the focus is not on finding a precise number, but on building a clear, defensible estimation structure. You should define the market, clarify the unit being estimated, state assumptions, segment the population, and explain which assumptions most affect the final estimate.

The estimate should consider:

- The specific major market being estimated and why it is appropriate.

- The definition of “deal seeker” and how that segment differs from general readers or general Amazon shoppers.

- The relevant population base, including device/app access, digital reading behavior, and Amazon customer penetration.

- Weekly frequency assumptions for browsing, downloading, or reading Kindle content.

- Adoption differences across Kindle device users, Kindle app users, Prime members, and ebook deal hunters.

- Potential overlap with competing entertainment and shopping options such as streaming, social media, discount marketplaces, and other ebook platforms.

- Sensitivity ranges for key assumptions such as reading interest, deal-seeking behavior, and weekly active usage.

- Sanity checks using comparable behaviors, such as weekly digital content consumption or online deal-shopping frequency.

The goal is to produce a logical, transparent estimate of weekly Kindle usage potential among deal seekers in one major market, while showing how you handle ambiguity, scope definitions, assumptions, and uncertainty.