Working Backwards is Amazon’s method for vetting ideas: before building anything, the team writes the press release it would publish on launch day plus a set of frequently asked questions (the PR/FAQ), and only builds if that customer story holds up. Former Amazon executives Colin Bryar and Bill Carr, who named their 2021 book after it, write that most of Amazon’s major products and initiatives since 2004 went through the process.
The press release describes the finished product from the customer's side. Bryar and Carr write that it is a few paragraphs, always less than one page.
02
Answer the hard questions
The FAQ, five pages or less, covers what customers and executives would ask: who will use it, why it beats current alternatives, what it will cost to build and how it should be priced.
03
Iterate before you build
Teams often write ten or more drafts and meet senior leaders five or more times, so the idea is debated while changing it is still cheap.
04
Use the PR/FAQ as the spec
Once approved, the document keeps the team aligned on the customer outcome and makes scope creep easier to spot.
Where you see it today
Inside Amazon in the AI era
Amazon’s chief executive describes the PR/FAQ as how the company works backwards from customers: written before any coding starts, with the FAQ forcing questions on which customers will use a feature, what will disappoint them, pricing and architecture (Jassy, 2025).
A cloud service on paper
AWS published the internal PR/FAQ behind AWS Lambda on the service’s tenth anniversary. It started from a customer problem, fleets of servers sitting idle while waiting to run small functions, and described the service before it existed (Vogels, 2024).
Building AI features
For a generative AI product the FAQ is where the uncomfortable questions sit: when the model is wrong, what the customer sees, and what each answer costs to serve. Teams that write those answers down before building tend to discover early whether the feature is worth its inference bill. This is our reading, not an Amazon claim.
AI as the critic, not the author
Language models can draft a press release in seconds, which removes the friction that made teams think. A more useful pattern is to write the PR/FAQ yourself and ask a model to play the sceptical customer or executive and attack it.
Write a one-page press release for the idea before any design or code, in language a customer would use.
Add an FAQ that answers the questions you would rather avoid: who will not buy it, what disappoints users, what it costs.
Review the draft with someone senior and sceptical, and expect several rounds before anyone builds.
Kill or reshape ideas whose press release is not clearly better, faster or cheaper than what customers already have.
For AI features, include the failure case and the cost per use in the FAQ, not only the demo.
The Business Engineer lens
When AI makes building cheap, the scarce step is deciding what deserves to be built. The Business Engineer view: a written customer case such as the PR/FAQ becomes the control point for product teams, because it is where taste and accountability live.
It is a way to vet ideas by writing the launch press release and an FAQ before building, so the team starts from the customer experience instead of the technology.
What is a PR/FAQ?
A press release of less than one page plus frequently asked questions of five pages or less, used at Amazon to describe and challenge a product before it is built.
Who wrote the book Working Backwards?
Colin Bryar and Bill Carr, two former Amazon executives, published Working Backwards: Insights, Stories, and Secrets from Inside Amazon in 2021.
Does Amazon still use Working Backwards?
Yes. Andy Jassy's 2024 letter to shareholders says Amazon writes press release and FAQ documents before it starts coding services or features.
The Amazon Working Backwards Method is a product development methodology that advocates building a product based on customer needs. The Amazon Working Backwards Method gained traction after notable Amazon employee Ian McAllister shared the company’s product development approach on Quora. McAllister noted that the method seeks “to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it.”
Amazon Working Backwards methodology is a product development approach where teams start by writing a press release and FAQ for the finished product before beginning development.
Aspect
Explanation
Definition
The Working Backwards Method is a problem-solving and product development approach used by companies like Amazon to create new products, services, or features. It starts by defining the desired outcome or customer experience and works backward to identify the necessary steps and components to achieve that outcome. Rather than beginning with a solution or product idea, this method begins with the customer’s needs and builds from there. It emphasizes customer-centricity and innovation.
Key Steps
– Start with the Customer: Begin by understanding the customer’s needs, pain points, and the experience you want to deliver. Define the “customer backward” vision of success. – Identify the Final Outcome: Determine what the ideal end state or outcome should be, both for the customer and the business. This serves as the guiding vision. – Work Backward: Break down the final outcome into smaller, actionable steps or components. Each step should move you closer to the desired outcome. – Prioritize and Iterate: Prioritize the steps and iterate on the plan, seeking feedback and refining the approach as needed. – Build and Execute: Start building and executing the plan, with a focus on delivering the customer-centric outcome. – Continuous Improvement: Continuously measure, learn, and adapt based on customer feedback and data to refine the solution further.
Benefits
– Customer-Centric: The method ensures that the end product or solution is directly aligned with the customer’s needs and expectations. – Innovation: It fosters innovation by encouraging teams to think creatively about how to achieve the desired outcome. – Clarity: Starting with the end goal provides clarity and a clear sense of purpose for all team members. – Flexibility: Teams can adapt and pivot as they learn more about what works best to achieve the desired outcome.
Challenges
– Complexity: Some problems may be complex, and it can be challenging to break them down into actionable steps. – Customer Understanding: Obtaining a deep understanding of the customer’s needs and defining the “customer backward” vision can be time-consuming and require thorough research. – Resource Allocation: Determining resource allocation and timelines for each step can be tricky.
Applications
The Working Backwards Method is commonly used in product development, especially in technology companies. Amazon, in particular, is known for its use of this approach when creating new products and services. – It is also valuable in problem-solving scenarios where the desired outcome is clear but the path to achieving it is not.
Understanding the Amazon Working Backwards Method
Customer obsession goes beyond quantitative and qualitative data about customers, and it moves around customers’ feedback to gather valuable insights. Those insights start with the entrepreneur’s wandering process, driven by hunch, gut, intuition, curiosity, and a builder mindset. The product discovery moves around a building, reworking, experimenting, and iterating loop.
A fundamental principle of Amazon’s method is that the product team must imagine the product is ready to ship.
This entails drafting an imaginary press release. In the next section, we will discuss this core component of Amazon’s method in more detail.
The Amazon Working Backwards Method press release
Amazon allows the product team to draft the press release in any way they see fit.
However, McAllister noted that it should occupy a page and a half or less and be broken down into short paragraphs of three to four sentences.
It must also contain certain elements, including:
Heading
Containing the product name in a form that will resonate with the customer.
Sub-heading
Concisely describing the intended customer or target audience in no more than a sentence.
Summary
Or a brief product summary focusing on the benefits the product will deliver to the customer.
Product teams should assume that the reader will focus most of their attention here, so the summary must be high quality.
Problem
Identifying a problem and then describing how the product in question offers a solution.
Solution
How does the product solve the problem in practice? The language must be relatable and not use technical jargon.
Quote
Include an inspirational quote from a company representative explaining the reasons for developing the product.
The company should also detail what they hope the customer will gain by using the product.
Is it extra time or money? Perhaps it is related to confidence or an increased feeling of autonomy?
Call to action
It is important to direct the customer to take advantage of the new product.
Testimonial
Since the product has not been created yet, the team must create a hypothetical testimonial.
Focusing on the benefits of the product is recommended first and foremost.
FAQ
Or a similar addendum answering common questions or concerns. This feature is optional.
The benefits of the Amazon Working Backwards Method
Amazon’s method helps decision makers become more emotionally intelligent.
Product teams often become emotionally attached to unviable ideas. Without proper due diligence, these teams find it difficult to let go of ideas and spend vast amounts of time and money trying to make them work.
By drafting a mock press release, the team is forced to flesh out and then refine an idea in detail.
This makes idea legitimacy more apparent because teams are forced to clarify whether their intentions are aligned with customer needs.
With a more objective approach, decisions are based on thoughtful and considered research and analysis.
If a productdoes progress to development, a well-crafted press release helps the product team stay on track and avoid scope creep.
Amazon working backwards example
How can other businesses replicate Amazon’s success and work backward from the customer during product development?
This is illustrated in the fictional example below.
Let’s start with a description based on five customer questions.
1 – Who is the customer?
The customer in this example is a deer farmer who finds it difficult to locate individuals in the herd and cannot determine their health at any given time.
2 – What is their problem?
The deer farmer owns a vast property which means they have to track deer in remote and mountainous areas where communication is a problem.
3 – What is the most important customer benefit?
The most important customer benefit is a solution that enables the farmer to track deer over the entirety of their acreage at a reasonable price.
To realize this benefit, a low-power wide-area network (LPWAN) product is envisioned to enable the farmer to track their deer across vast distances.
Combined with readily available sensors incorporated into a deer’s collar, the farmer can access a cost-effective app that provides real-time location and body temperature data.
4 – How does the company know what the customer wants or needs?
The company can analyze various forms of customer data to either verify its assumptions or identify other needs or wants of the deer farmer. This can be sourced from:
Behavioral metrics
Which measure current interactions between customers and a product or service via direct observation.
Qualitative feedback
Qualitative data that is collected from direct customer feedback or observations of what they are doing and how they are doing it.
Qualitative research is performed by businesses that acknowledge the human condition and want to learn more about it. Some of the key characteristics of qualitative research that enable practitioners to perform qualitative inquiry comprise small data, absence of definitive truth, the importance of context, researcher’s skills and are of interests.
Subjective metrics
Quantitative data of the customer experience which can be measured with calibrated instruments or close-ended rating systems.
5 – Describe the customer experience. What does it look like?
At this point, the company quickly and economically illustrates the customer experience by sketching it out.
The team calls the deer farmer Michael whose customer experience is briefly detailed below:
Deer farmer Michael finds it difficult to monitor or track his animals. He experiences a financial loss when deer wander off his property or perish due to ill health.
Michael downloads the Deer Tracker app and then installs numerous antennae in different areas of his property. He also places tracking collars on each deer.
When a deer is in poor health or has wandered off the property, Michael receives an alert and knows exactly where the animal is located.
After six months of using Deer Finder, Michael’s herd management system is much more effective. No longer a manual task, he has also saved invaluable time and money.
Sample press release
Let’s now craft a mini press release to complete the working backwards process.
Heading
Introducing Deer Tracker, a more efficient, app-based way to track deer
Sub-heading
Agricultural services company works with university students to develop an efficient, cost-effective deer monitoring and tracking system for farmers in California.
First paragraph (problem, solution, quote)
Los Angeles Times, August 19, 2022
Students at the University of California-Davis and agricultural services company Rural Co. have today released the Deer Tracker app. The app, which relays information sent from animal collars to a low-cost wireless network, enables deer farmers to better track the location and health of individuals in their herd.
While Deer Tracker will reduce the number of deer that are lost on vast properties, the app will be especially useful during the critical birthing season when the health of expectant mothers needs to be monitored constantly. Californian deer farmer Michael said the app would allow him to streamline herd management and maximize its economic benefits.
“This new system now means I can keep track of my deer regardless of where they are on my property”, he explained. “I’m a fourth-generation farmer here and in the past, a deer that wandered into an inaccessible area was almost impossible to recover. With Deer Tracker, we no longer lose deer in this way and suffer the financial losses that result. We’re also able to monitor the health of pregnant does and intervene with veterinary care if required. Both the locational and health monitoring features of the app save me a significant sum of money.”
What products did Amazon launch with the Working Backwards Method?
Some of the most incredible products/services that Amazon managed to launch over the years were the result of this approach.
Of course, for one thing, this approach has been used to test many ideas, and it also generated major failures.
However, Amazon, thanks to this process, also generated great hits.
Some of these hits comprised:
Amazon Kindle: This would become the core physical product sold by the company, enabling it to create a publishing ecosystem on top of the Kindle.
Amazon Prime: This became an essential element of Amazon’s businessmodel, as it enabled the company to make the buying experience sustainable over Amazon by making shipping free, while enabling Amazon to launch its streaming service. This has been one of the most interesting strategies Amazon employed. Amazon leveraged content and a streaming library to make its subscription appealing while also making shipping faster and free for prime members!
AWS: This turned into the most interesting business unit for the company, which as of now, is a company for its own sake. AWS, born as a way to order the jumbled mess that had become Amazon’s infrastructure turned into the most successful business unit within Amazon, and potentially a stand-alone company.
Key takeaways
The Amazon Working Backwards Method is a product development framework where teams create hypothetical products based on real customer needs.
Central to The Amazon Working Backwards Method is the creation of a press release announcing the release of the product. The press release must demonstrate that the company has a sound grasp of its target audience and their particular needs, among other things.
The Amazon Working Backwards Method enhances the emotional intelligence of product teams. Crafting a press release removes emotional attachment from product design and avoids low viability ideas being pursued indefinitely.
Key Highlights
Understanding the Method: The Amazon Working Backwards Method emphasizes building products based on customer needs rather than starting with a product idea and trying to fit customers into it. This approach gained prominence after Amazon employee Ian McAllister shared it on Quora, highlighting its customer-centric nature.
Customer Obsession and Product Discovery: Amazon’s approach goes beyond data and involves understanding customer needs through intuition, curiosity, and a builder mindset. It involves an iterative process of building, reworking, experimenting, and iterating to develop valuable insights.
Core Component: Press Release: A crucial principle is to imagine the product is ready to ship and create an imaginary press release. This press release envisions the product’s benefits, problem-solving capability, and customer experience. It serves as a guiding document throughout development.
Press Release Elements:
Heading: Catchy product name resonating with customers.
Sub-heading: Concise target audience description.
Summary: Key benefits the product offers.
Problem: Identification of a problem and its solution.
Solution: Practical explanation of how the product solves the problem.
Quote: Inspirational quote explaining reasons for product development.
Call to Action: Directing customers to utilize the new product.
Testimonial: Hypothetical customer testimonial.
FAQ (optional): Addressing common questions or concerns.
Benefits of the Method:
Enhances emotional intelligence: Reduces emotional attachment to unviable ideas, allowing teams to objectively evaluate ideas.
Idea legitimacy: Forces teams to flesh out and refine ideas, aligning them with customer needs.
Avoids scope creep: A well-defined press release keeps the product team on track and prevents scope expansion.
Example: Tracking Deer on a Farm:
Illustration of the method’s application using a fictional example of developing a deer tracking solution for a deer farmer.
Addressing questions like customer identity, problem, key benefits, customer needs identification, and customer experience.
Sample Press Release:
Creating a mini press release for the deer tracking product, illustrating how the product solves the problem and benefits the customer.
Successful Amazon Launches Using the Method:
Amazon Kindle: Building an ecosystem around the Kindle.
Amazon Prime: Transforming the buying experience and launching a streaming service.
Amazon Web Services (AWS): Creating a successful business unit focused on cloud services.
Case Studies
Company/Project
Description
Application of “Working Backwards”
Purpose of “Working Backwards”
Amazon Kindle
Development of the Kindle e-reader.
Starting with the ideal reading experience for users.
Create a user-centric e-reader and transform the e-book industry.
Amazon Prime
Creation of Amazon Prime, the subscription service.
Defining the ultimate shopping experience, including fast delivery.
Improve customer loyalty, engagement, and shopping experience.
Amazon Web Services (AWS)
Development of a comprehensive cloud platform.
Working backward from the needs of developers and businesses.
Offer scalable and reliable cloud services to a wide range of customers.
Tesla Model 3
Design and production of the Model 3 electric car.
Imagining an affordable electric vehicle with broad appeal.
Make electric cars more accessible and drive sustainability.
Netflix Original Content
Creation of original content like “House of Cards.”
Focusing on content that keeps subscribers engaged and attracts new users.
Become a major player in the entertainment industry.
Apple iPhone
Development of the groundbreaking iPhone.
Envisioning a revolutionary device combining phone, iPod, and internet.
Transform the smartphone industry and redefine communication.
Airbnb Experiences
Launch of Airbnb Experiences offering local activities.
Starting with travelers’ desire for immersive and authentic experiences.
Expand platform offerings and provide hosts with income opportunities.
Related Frameworks
Description
When to Apply
Customer-Centric Design
– A design approach that prioritizes understanding and addressing customer needs, preferences, and pain points throughout the product development process. Customer-Centric Design focuses on empathizing with users, gathering feedback, and iterating on solutions to deliver meaningful and user-friendly experiences.
– When seeking to develop products or services that meet customer needs, preferences, and expectations effectively. – Incorporating Customer-Centric Design principles to empathize with users, gather feedback, and iterate on product solutions iteratively.
Backward Planning
– A project management approach that starts with defining the desired outcome or goal and then works backward to identify the necessary steps, resources, and milestones to achieve it. Backward Planning helps teams align on objectives, prioritize tasks, and create actionable plans for successful project execution.
– When aiming to set clear objectives, identify key milestones, and plan actionable steps to achieve project goals effectively. – Applying Backward Planning to break down complex projects into manageable tasks, allocate resources efficiently, and ensure project alignment and success effectively.
Problem-Solving Frameworks
– Structured approaches and methodologies for identifying, analyzing, and solving complex problems or challenges systematically. Problem-solving frameworks such as the 5 Whys, Fishbone Diagram, or SWOT Analysis provide structured processes and tools for diagnosing issues, generating solutions, and making informed decisions.
– When facing complex challenges or issues that require systematic analysis, problem diagnosis, and solution generation. – Utilizing Problem-Solving Frameworks to identify root causes, brainstorm solutions, and make informed decisions effectively.
Agile Development Methodology
– An iterative and flexible approach to software development that emphasizes collaboration, adaptability, and continuous improvement. Agile Development Methodology breaks projects into smaller, manageable tasks or iterations, allowing teams to deliver value incrementally and respond to changing requirements or feedback.
– When seeking to develop software or digital products iteratively, respond to changing requirements, and deliver value to customers efficiently. – Implementing Agile Development Methodology to foster collaboration, flexibility, and rapid iteration in software development projects effectively.
Lean Startup Methodology
– A startup approach that emphasizes rapid experimentation, validated learning, and iterative product development to reduce risk and accelerate innovation. Lean Startup Methodology encourages entrepreneurs to test assumptions, gather feedback, and pivot quickly based on customer insights to build successful and scalable businesses.
– When launching new products or ventures, validating business ideas, and iterating on product-market fit efficiently. – Applying Lean Startup Methodology to minimize risks, maximize learning, and drive innovation effectively in startup environments.
Design Thinking
– A human-centered approach to innovation that focuses on understanding user needs, generating creative solutions, and prototyping and testing ideas iteratively. Design Thinking encourages cross-functional collaboration, empathy with users, and a bias towards action to solve complex problems and create meaningful experiences.
– When aiming to innovate and solve complex problems by understanding user needs, generating creative solutions, and prototyping ideas iteratively. – Incorporating Design Thinking methodologies to foster empathy, collaboration, and experimentation in problem-solving and innovation processes effectively.
Minimum Viable Product (MVP)
– The simplest version of a product or solution that allows teams to test hypotheses, gather feedback, and validate assumptions with real users. Minimum Viable Product (MVP) enables organizations to launch quickly, iterate based on customer insights, and deliver value while minimizing time and resources.
– When seeking to validate product ideas, test assumptions, and gather feedback from real users early in the development process. – Developing Minimum Viable Products (MVPs) to launch quickly, iterate based on customer feedback, and validate market demand effectively.
Rapid Prototyping
– The process of quickly creating low-fidelity or high-fidelity prototypes to visualize and test product concepts, features, or designs. Rapid Prototyping allows teams to gather feedback, validate assumptions, and iterate on solutions iteratively before investing time and resources in full-scale development.
– When aiming to visualize product concepts, gather feedback, and iterate on designs quickly and cost-effectively. – Utilizing Rapid Prototyping to accelerate the product development process, reduce risks, and improve design decisions effectively.
Continuous Improvement (Kaizen)
– A philosophy and approach to continuous improvement that emphasizes incremental, small-scale changes and ongoing learning to optimize processes, products, or services over time. Continuous Improvement (Kaizen) fosters a culture of innovation, collaboration, and problem-solving, driving organizational excellence and competitiveness.
– When seeking to drive continuous improvement, innovation, and efficiency in processes, products, or services. – Implementing Continuous Improvement (Kaizen) practices to empower teams, foster innovation, and achieve sustainable growth and excellence effectively.
Cross-Functional Collaboration
– Collaboration and teamwork across different departments, disciplines, or functions within an organization to achieve common goals, solve problems, or deliver projects. Cross-Functional Collaboration leverages diverse perspectives, expertise, and skills to drive innovation, creativity, and efficiency in projects or initiatives.
– When aiming to leverage diverse perspectives, expertise, and skills to solve complex problems, drive innovation, or deliver projects effectively. – Fostering Cross-Functional Collaboration to break down silos, promote knowledge sharing, and achieve alignment on shared objectives or initiatives effectively.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
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