“We Want It to Be Like Amazon.”
The consultant’s stomach sinks a little every time this sentence appears in a kickoff call.
Not because it’s a bad request — it isn’t — but because “like Amazon” can mean almost anything.
Does the client mean:
- Amazon’s search functionality?
(That’s a $10M recommendation engine) - Amazon’s one-click checkout?
(Totally reasonable) - Amazon’s entire infrastructure?
(Absolutely not) - Amazon’s user reviews?
(Doable) - Amazon’s same-day delivery network?
(Wrong kind of developer, friend)
The mistake isn’t the comparison. The mistake is taking it literally.
The real job isn’t to panic — or worse, to lecture the client about Amazon’s billion-dollar tech stack. The job is to figure out what problem they’re actually trying to solve.
What “Like Amazon” Usually Actually Means
After seeing this pattern play out dozens of times, a translation emerges.
When clients say “like Amazon,” they usually mean:
“I want this to feel easy, fast, and intuitive for my customers.”
And that?
That’s completely achievable — without Amazon’s budget, headcount, or global logistics empire.
The Translation Game
Here’s how the conversation usually goes once someone learns to translate instead of react.
Client:
“Can you make the checkout like Amazon?”
Old approach:
Internal screaming about patents, payment vaults, fraud systems, and distributed infrastructure.
Better approach:
“That’s a great reference. What specifically do you like about Amazon’s checkout?”
Client:
“It’s just really fast. You click a button and you’re done.”
Consultant:
“Got it — you want minimal steps and saved payment info for returning customers.”
Client:
“Yes, exactly.”
And just like that, “Amazon checkout” turns into:
- Fewer steps
- Saved payment methods
- A smoother return-customer experience
No machine learning required.
The final solution ends up being a clean three-step flow:
- Confirm items
- Shipping + payment (saved for next time)
- Done
Not Amazon — but it solves the actual problem: making checkout painless.
Common “Like [Platform]” Requests, Decoded
Over time, patterns become obvious:
- “Like Amazon” → Easier checkout, better search, reviews
- “Like Uber” → Real-time tracking or instant booking
- “Like Netflix” → Personalized browsing or recommendations
- “Like Airbnb” → Photos, availability calendars, bookings
- “Like Instagram” → Visual design and social interaction
The platform reference isn’t a spec.
It’s a clue.
It tells you what the client values — not what they expect you to rebuild line-for-line.
The Bakery That Wanted “Amazon Reviews”
During requirements gathering for a tour booking platform, a client said:
Client:
“We need reviews like Amazon.”
Instead of reacting to the scale of Amazon, the consultant asked:
“What do you like about Amazon’s reviews?”
The answer was refreshingly simple:
- People can see what others thought
- Star ratings help decisions
- Photos feel more trustworthy
One follow-up revealed the real requirement:
“Also, only people who actually booked a tour should be able to review.”
Now the picture was clear. The client didn’t want:
- Sentiment analysis
- Fraud detection systems
- Massive moderation pipelines
They wanted:
- 1–5 star ratings
- Written reviews
- Optional photo uploads
- Verified bookings only
- Displayed on tour pages
That’s not Amazon Reviews™.
That’s a straightforward review system with basic validation.
It shipped in a week.
The client was thrilled.
No billion-dollar infrastructure required.
When to Push Back (Gently)
Sometimes “like Amazon” does hide unrealistic expectations. The key is education without condescension.
Client:
“Can we have recommendations like Amazon? You know — ‘people who bought this also bought…’”
Better response:
“That’s a great idea. Amazon’s system uses massive datasets and machine learning. We could start with something simpler — related products based on categories or manual curation. Would that meet the goal?”
Client:
“Oh, yeah. I just want related items to show up.”
Crisis avoided.
They wanted helpful suggestions, not Amazon’s algorithm.
The Wrong Way to Handle It
Early-career consultants often respond like this:
Client:
“Make it like Facebook.”
Bad response:
“Facebook has thousands of engineers and billions in infrastructure. That’s unrealistic.”
Factually correct.
Emotionally useless.
A better approach:
Client:
“Make it like Facebook.”
Better response:
“What part of Facebook matters most to your users?”
Client:
“I want people to post updates and comment on each other’s posts.”
Translation:
A simple feed with posts and comments.
Same destination.
Much smoother ride.
Turning Dreams Into Real Requirements
Here’s the refined process many experienced consultants follow:
Step 1: Let them dream
“Tell me which platforms you love and why.”
No interruptions. No corrections.
Step 2: Extract the core value
“It sounds like speed and simplicity matter most. Is that right?”
Step 3: Propose realistic equivalents
“We can build a feature that delivers that experience at your scale.”
Step 4: Set expectations clearly
“Amazon spent years and billions on this. We’ll solve the same problem — just appropriately for your business.”
No ego. No fear. Just alignment.
Features Worth “Stealing” From Big Platforms
Some things are genuinely worth copying — not because they’re Amazon-like, but because users expect them now:
- One-click reordering
- Guest checkout
- Clear progress indicators
- Saved payment methods
- Strong filtering
- Obvious calls-to-action
These aren’t luxuries anymore. They’re table stakes.
The Sweet Spot
The goal isn’t to rebuild Amazon, Uber, or Netflix on a startup budget.
The goal is to:
- Understand the real problem
- Deliver a solution that fits the business
- Avoid unnecessary complexity
A tour booking site doesn’t need Amazon’s infrastructure.
It needs:
- Clear listings
- Easy booking
- Secure payments
- Reviews
- Confirmations
If those work well, customers don’t care what it’s “like.”
They care that it’s easy.
How Experienced Consultants Respond Now
When someone says “make it like [Platform],” the response becomes:
“That’s a great reference — they do an excellent job with user experience. Let’s talk about what specifically resonates with you, and I’ll show you how we can create that experience in a way that fits your business and budget.”
No panic.
No condescension.
Just translation.
Takeaway
When clients reference big platforms, they’re expressing values and priorities, not demanding exact replicas.
The consultant’s job isn’t to build Amazon.
It’s to understand why Amazon feels good — and deliver that feeling in a way that actually makes sense.
And honestly?
That’s a much more interesting problem to solve.