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How would you measure the success of Amazon's 'Buy it again' feature?
How to approach it
Ask what the feature should do: make reordering faster for items people already buy regularly. Measure that, not just clicks.
How a strong answer opens
“The feature should make reordering faster for things people already buy. So I'd measure repeat purchases made through it, and whether they are new purchases or just moved from search.”
Outline of a strong answer
Try answering out loud for a few minutes before you open this.
- State the goal: faster repeat purchases
- Adoption: users who see and use it
- Outcome: repeat purchases made through it
- Incremental value: did it add purchases or just move them
- Guardrail: discovery of new items
- Pick a headline metric and a test design
Where this question usually goes wrong
Counting purchases through the feature as wins without checking whether they would have happened anyway.
Learn the method
Metric trees: breaking a goal into parts in Module 2, Metrics and execution.
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