Amazon's Market & UX Research Project

In 2020, in its third year of operation in Turkey, Amazon marketplace was behind competition in terms of :

Selling partners,

Selection offered, and

Sub-optimal experience in its seller experience.

Our study focused on understanding the experiences of Sellers representing different size of business & engagement in marketplaces. The objective was to understand overall experience and key pain points vs. scoped competitors across lifestages and map out key friction/success points in other marketplaces vs AMZ.

Sellers have frequently criticized Amazon, citing it as the most daunting platform to navigate throughout the entire sales process. While Amazon's global clout makes it a formidable sales channel, merchants acknowledge its reliability outweighs any drawbacks they might face, unanimously. Amazon demands stringent seller accountability, prioritizing service and quality.

From a User Experience standpoint, Amazon's Seller platform was inefficient in delivering solution focused answers due to its global matrix although all Sellers have personal account managers. Our study focused on making a comprehensive benchmark of all ecommerce platforms to address the most pressing UX issues that need to be resolved locally for Amazon to compete in an agile yet personalized way.