The press release method: How Amazon builds great products
Have you ever wondered how Amazon (more or less) consistently creates products people actually want?
They use a brilliant approach called the “press release method.” It’s simple yet powerful.
What is the press release method?
The press release method flips traditional product development upside down.
Instead of building something and then trying to market it, Amazon writes the press release first. Yes, before writing a single line of code or designing any prototypes.
Here’s how it works:
- They write a future press release for the product
- They build the product to match the amazing experience described in that press release
Why this method works
This approach forces you to focus on customer benefits from the very beginning. If you can’t write an exciting press release, maybe the product idea isn’t that great.
It’s like working backward from success. You imagine the finished product that customers will love, then figure out how to create it.
What goes into Amazon’s press release
Amazon’s press releases follow a specific format:
- Problem: What customer problem does this solve?
- Solution: How does the product solve it?
- How the product works: Clear explanation of functionality
- Customer and leadership quotes: Showing the impact and vision
A real example: Amazon RxPass
Let’s look at how Amazon applied this to their pharmacy service:
Headline: “Amazon Pharmacy Introduces RxPass: Unlimited Prescription Medications for Only $5 a Month, Delivered Free to your Door—Available Exclusively for Prime Members”
Customer Benefits: “Prime members already get fast, free delivery on prescription medications, and RxPass is one more way to save with Amazon Pharmacy. Any customer who pays more than $10 a month for their eligible medications will see their prescription costs drop by 50% or more, plus they save time by skipping a trip to the pharmacy.”
See how clear and customer-focused this is? The headline tells you exactly what you get, and the benefits statement explains precisely how customers win.
How you can use this method
You don’t need to be Amazon to use this approach. Here’s how to apply it to your next project:
- Write a headline that would make people excited about your product
- Explain the problem you’re solving
- Describe your solution in simple terms
- Add quotes about how this changes things for users
- If you can’t make the press release compelling, rethink your product
The power of working Backward
The press release method forces you to think about the end result first. This clarity helps teams build what matters and skip unnecessary features.
Next time you have a product idea, try writing the press release first. You might be surprised how it sharpens your thinking and leads to a better end result.
What product could you apply this method to today?
Also read How Zappos started by taking photos at local shoe stores
