What metrics would you use to evaluate a new Advertising feature for families

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 new Advertising feature intended for families, such as households where parents, caregivers, and children influence shopping, media, or device experiences. The feature may help advertisers reach family-relevant audiences while preserving customer trust, shopping convenience, and Amazon’s broader commerce experience.

In this metrics interview, you are not expected to design the feature itself. Your task is to explain how you would evaluate whether the feature is successful after launch, including how you would define success for customers, advertisers, and Amazon. Consider that family use cases may involve shared accounts, multiple household members, sensitive audience targeting, and purchases across categories such as groceries, household essentials, entertainment, toys, apparel, or back-to-school items.

Your measurement approach should consider:

- Clear definitions of the primary success metric and why it reflects the feature’s intended value

- The denominator for each metric, such as eligible households, exposed users, advertisers using the feature, impressions, sessions, or purchases

- How customer, advertiser, and marketplace outcomes should be separated and balanced

- Instrumentation needs across ad exposure, clicks, conversions, household behavior, and downstream purchase activity

- Cohorts such as new vs. existing advertisers, Prime vs. non-Prime households, device vs. retail surfaces, and family-relevant shopping categories

- Guardrail metrics for customer trust, ad load, relevance, privacy-sensitive targeting, opt-outs, complaints, and negative shopping experience

- How you would use the metrics to make launch, iteration, expansion, or rollback decisions

The goal is to demonstrate a practical metrics framework that is specific to Amazon Advertising and family-oriented customer experiences, with enough precision that a product team could use it to judge whether the feature is creating durable value without harming customer trust or marketplace health.