Alexa Fitness is a new voice-powered service that delivers a range of fitness features to help customers manage their everyday fitness needs. With Alexa, customers can easily set and track progress toward personal fitness goals, access hundreds of on-demand audio and video workouts from the Halo and Fonda fitness services, browse and enable interactive fitness skills, and connect existing fitness services and accessories to get a clear view into all their workout activities. Alexa Fitness will continue to get better over time by consistently adding new content and features such as personalized coaching, guided workouts, and community challenges.

Customer Problem

In the 2018 Device Customer Needs study, 66% of existing Alexa customers that reported they would like to “spend more time devoted to health and wellness in an ideal world” and rated “monitor my health” as the 3rd most important customer need, and would be our primary initial target. Of current non-adopters queried in the 2019 unmet needs report, 47% of those who are ‘very interested in Alexa’ and 36% of those who are ‘Somewhat interested’, rate ‘be my health & wellness coach’ as one of the top reasons to buy an Alexa-enabled device. Therefore, we must invest in the foundational features which allow Alexa to satisfy this customer need and move directionally toward our North Star where she is always available and increasingly helpful in empowering customers to achieve their fitness goals and maximize their wellness.

Transparent and trustworthy. We will prioritize the security and privacy of all customer data over delivering more personalized features and services. When extending personalized features which leverage this data, we will move slowly and communicate the expected customer value and details transparently.

Gets smarter after each interaction. Alexa, and by extension the Fitness experience, must deliver value-added intelligence that gets smarter after every interaction. Customers must trust that each input provided (i.e. preferences, tracked workouts, and external fitness data sources) contributes to a better service over time.

Customer experience over device parity. Multi-modal EFDs and Fire TV devices have unique hardware specifications and variant capabilities. We will strive to deliver feature parity wherever possible, but will optimize the experience and feature set by supported device in order to deliver great quality.

Quality over quantity. We will prioritize the quality of each fitness experience over breadth of experiences so that every launched feature or content element delivers an engaging experience for our customers.