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Didn’t work out, but a lot of learnings! After launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well. We chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones. What have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature. 3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. What does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base. In 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold. Within the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time. For all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds. For customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile.  Why have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack. What alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS. Additionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience. This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. By 8-31 we plan to present a document with a perspective on the ALFTV app’s ROI potential if continued KTLO and feature improvement investments are 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Didn’t work out, but a lot of learnings!\nAfter launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well.\nWe chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones.\n\nWhat have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature.\n3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. \n\nWhat does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base.\nIn 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold.\nWithin the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time.\nFor all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds.\nFor customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile. \n\nWhy have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack.\n\nWhat alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS.\nAdditionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience.  This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. 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Didn’t work out, but a lot of learnings! After launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well. We chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones. What have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature. 3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. What does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base. In 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold. Within the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time. For all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds. For customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile.  Why have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack. What alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS. Additionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience. This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. By 8-31 we plan to present a document with a perspective on the ALFTV app’s ROI potential if continued KTLO and feature improvement investments are 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Didn’t work out, but a lot of learnings!\nAfter launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well.\nWe chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones.\n\nWhat have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature.\n3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. \n\nWhat does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base.\nIn 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold.\nWithin the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time.\nFor all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds.\nFor customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile. \n\nWhy have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack.\n\nWhat alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS.\nAdditionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience.  This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. 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Didn’t work out, but a lot of learnings! After launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well. We chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones. What have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature. 3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. What does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base. In 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold. Within the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time. For all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds. For customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile.  Why have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack. What alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS. Additionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience. This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. By 8-31 we plan to present a document with a perspective on the ALFTV app’s ROI potential if continued KTLO and feature improvement investments are 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Didn’t work out, but a lot of learnings!\nAfter launch, we’ve learned quite a few things, but to keep it short... it didn’t work out well.\nWe chose to deprecate and dial down this function in October 2023. When customers type \"show the stream\" in mShop app, they will no longer land on the Shop-the-Show experience. On TV, ALFTV app customers will no longer see the tutorial educating them about the companion experience and how to access. We have also completed dialing down the inaudible detection service in mShop, removed the FAQ from Fire TV FAQ’s, and have deprecated creator workflows to ingest tones.\n\nWhat have we learned from Inaudible Tones on Amazon Live Fire TV App?
One of the hot topics we debated prior to launch was whether there would be customer backlash around embedding inaudible tones (high frequency tones) into our ALFTV video content, given there was a known risk from our internal testing that a small percentage of customer’s might be able to hear them. To mitigate this risk, we aligned with legal, PR and business stakeholders to include messaging on the tutorial that says “This video includes inaudible tones to support this experience” with an option to turn tones off in settings. While we have received no customer service complaints or press hits on this issue, our engagement data does show that some customers are interested in turning Inaudible Tones off when they learn about the feature.\n3.8% of customers who see the Inaudible Tones tutorial tap it to navigate to settings, and 2.6% of all customers watching previously live videos turn inaudible tones settings off, which is higher than the 0.05% guardrail threshold we set for that metric at launch. \n\nWhat does this mean for customers?
We believe that this will have minimal impact on the existing Amazon Live Fire TV app customer base.\nIn 2024, we’ve had 294 avg monthly visits to the ALFTV app second-screen experience, a 0.81% conversion rate of visits to the companion experience while watching a previously live video, and a 3.4% conversion rate of customers who visit the companion experience making a purchase. These companion visits generate a monthly average of 10 sales, $333.29 Direct OPS, and $33.32 avg price per unit sold.\nWithin the mShop inaudible tone detection experience, customers who opened the inaudible detection page abandoned the experience before seeing a success or failure 43% of the time.\nFor all customers who did not abandon the page, on average 66% of those visits were successful in leading customers to the companion experience and 34% of all visits failed, resulting in a customer reaching the re-try experience after 15 seconds.\nFor customers who were successful in being led to the companion experience, there was an average 4.8 second latency before a tone was successfully identified. These customers will continue to be able to shop the Amazon Live streams they’re watching using their remote and completing checkout within the Fire TV app or by using an on-screen QR code to navigate directly to a product detail page on mobile. \n\nWhy have we deprecated this feature?
The key driver for this decision was the KTLO (Keep The Lights On) investments we needed to make to maintain this experience for customers. To accommodate QoS (Quality of Service) updates for the Amazon Live video ingestion stack, we would have had to invest resources in rebuilding the tone ingestion workflows to avoid disruptions to the customer experience. We can now dedicate those resources to focus on our goals to scale Shop the Show for Prime Video and Amazon Live FAST Channel. Additionally, our team is focusing on alternative technologies to support tv to phone synching, with no current plans to further invest in the inaudible tones tech stack.\n\nWhat alternative paths did we consider?
The team considered replacing the current CX with a new Shop-the-Show companion experience that uses account auth to sync the TV to phone so that ALFTV app customers could continue shopping via a companion experience. We decided against replacing given we have no reason to believe we would see greater engagement than the current CX, and we don’t believe the investment of building this experience is worth the >300 MAU, $333.29 Direct OPS.\nAdditionally, to replace we would need to do the work by Q3/Q4 to avoid KTLO investments in the inaudible tones experience.  This is not a one-way door decision and we could decide to make this investment at any point after dialing down the IAT experience. 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