Undiscovered sellers (e.g. Women-owned, Black-owned businesses) face unique systemic barriers that impact their growth and access to resources. While we can’t eliminate these obstacles, we can provide tailored tools, guidance, and support to help them navigate their business journey more effectively.

This work matters because empowering these sellers drives economic equity, unlocks opportunities, and improves the marketplace experience for all.

We kicked off qualitative research to see how sellers responded to our designs. Credit visibility and benefit utility stood out, but we also wanted to uncover features sellers needed that were not on our radar. Using UserTesting.com, we gathered insights from sellers at different stages of their business, ranging from six months to four years of experience. Their feedback shaped our next steps, ensuring we built solutions that truly mattered.

We knew centralizing the program experience was not enough. To understand the real needs of sellers navigating the program and Amazon, we dug deeper. The Benefits Dashboard had positive feedback, but we wanted more. Partnering with a few sellers, we explored the broader entrepreneurial journey. This analysis uncovered insights that not only shaped our work today but also set the stage for the future evolution of our product.

What do sellers truly need? Our needs analysis uncovered the key growth levers and competencies essential for scaling a business. Financial management, administration, funding, and marketing stood out as critical areas. This discovery gave us a high-level view of what was possible and helped us define the right North Star. We knew this vision required tailored education, personalized growth plans, and an intelligent experience that empowered sellers to make better decisions on the go.

As we worked alongside a seller to better understand the big-picture journey of the business owner, we balanced immediate needs with future goals. While navigating organizational shifts and priorities, we designed in parallel, addressing what was required today while keeping our eyes on the future.

Our North Star? A more tailored educational experience, personalized growth plans, and an intelligent platform that helps sellers make smarter decisions on the go. In the meantime, we’re focused on providing sellers with clear visibility into credit transactions and offering guidance on their benefits to keep them moving forward.