Amazon’s Online Skill Academy
1. Problem/Opportunity
The global e-learning market is growing rapidly, expected to reach $645B by 2030.
Currently, Amazon does not have a strong presence in the consumer education space.
Customers increasingly seek trusted platforms for affordable, fast, and high-quality skill development.
2. Context and Background
- Companies like Coursera and Udemy dominate the online learning market.
- Amazon already offers AWS certifications but lacks a general consumer-facing learning platform.
- Our Prime customer base (over 200M members globally) trusts Amazon and looks for new value-added services.
3. Goals and Success Metrics
- Launch Pilot: 50,000 Prime users registered within 6 months.
- Course Completion Rate: Target 40% completion for enrolled users.
- Customer Satisfaction Score: 4.5/5 on post-course surveys.
- Revenue: Break even within 18 months through course purchases and certifications.
4. Options Considered
| Option |
Pros |
Cons |
| Build an in-house learning platform |
Full control, integrate with Prime |
High cost, long time to launch |
| Acquire a small existing e-learning startup |
Faster GTM, experienced team |
Integration complexity, brand alignment issues |
| Partner with existing providers (Coursera/Udemy) |
Fastest launch, low risk |
Revenue share cuts into margins, limited brand presence |
Decision: Proceed with building in-house, leveraging AWS, Alexa, and Amazon Prime Video expertise.
5. Proposed Solution
- Launch Prime Learn: An online platform offering short certifications in tech, business, and personal development.