About
Amazon runs full operations in 22 countries, yet shoppers in more than 100 countries buy from it. Deciding where to invest next comes down to reading what those customers are already doing.
Kasturi Pal (Amazon), who leads worldwide marketing for Amazon’s international cross-border business, joined Jeremy Goldman at Shoptalk to discuss how to read customer signals across very different markets, and what they led Amazon to do in Colombia.
INSIDE THE EPISODE:
Let customer signals choose the market
Growth across Latin America is fast but volatile. Colombia stood out, holding steady despite regional headwinds, and its shoppers behaved differently from those in Brazil, Mexico, or Argentina. They wanted more selection, faster shipping, and better prices, so Amazon launched Prime there with its full shopping and entertainment benefits, making it the only market to get them without full in-country operations.
Keep asking why
Data only helps when teams keep questioning it. When a campaign’s click-through rate beats expectations, the next step is asking what drove it, whether it was new, and why it didn’t work before. Repeating that habit reveals patterns and teaches teams how deep to dig and when to stop.
Small teams, simple problems
Many Amazon teams start with fewer than four people and sometimes less than $1 million, so focus matters. State the customer problem in a single sentence, bring in only the people needed to solve it, and keep everyone else informed.
Listen above to hear how customer curiosity can guide where a brand expands next.
Kasturi Pal (Amazon), who leads worldwide marketing for Amazon’s international cross-border business, joined Jeremy Goldman at Shoptalk to discuss how to read customer signals across very different markets, and what they led Amazon to do in Colombia.
INSIDE THE EPISODE:
Let customer signals choose the market
Growth across Latin America is fast but volatile. Colombia stood out, holding steady despite regional headwinds, and its shoppers behaved differently from those in Brazil, Mexico, or Argentina. They wanted more selection, faster shipping, and better prices, so Amazon launched Prime there with its full shopping and entertainment benefits, making it the only market to get them without full in-country operations.
Keep asking why
Data only helps when teams keep questioning it. When a campaign’s click-through rate beats expectations, the next step is asking what drove it, whether it was new, and why it didn’t work before. Repeating that habit reveals patterns and teaches teams how deep to dig and when to stop.
Small teams, simple problems
Many Amazon teams start with fewer than four people and sometimes less than $1 million, so focus matters. State the customer problem in a single sentence, bring in only the people needed to solve it, and keep everyone else informed.
Listen above to hear how customer curiosity can guide where a brand expands next.