Design a Feature to Reduce Shopping Cart Abandonment

To reduce cart abandonment at Amazon, I would first segment the data to pinpoint where drop-offs occur most frequently. Historical data often suggests that surprise shipping costs and forced account creation are top culprits. My proposed solution is a 'Transparent Cost Calculator' integrated directly into the product page, not just the cart. This feature would display estimated taxes and shipping fees immediately after a user selects their zip code, removing the anxiety of hidden costs later. Additionally, we could introduce a 'One-Click Guest Checkout' for Prime members who haven't logged in, reducing friction without compromising security. To prioritize, I would use the RICE framework; the calculator scores high on Reach and Impact because it addresses the largest volume of drop-offs. We would launch this as an A/B test to a small cohort, measuring the lift in conversion rate and tracking any changes in support tickets regarding billing confusion. If successful, we would roll it out globally while monitoring long-term retention to ensure we aren't just driving one-off purchases but building trust.