Startups
Working Backwards: Amazon’s PR/FAQ Template
If you’ve ever wondered how Amazon consistently launches products that hit the mark from day one, the secret isn’t luck, it’s process. Specifically, the PR/FAQ method.
It stands for Press Release and Frequently Asked Questions, and it’s one of the most powerful product frameworks ever created. The idea came out of Amazon in the early 2000s, back when Jeff Bezos and his leadership team were trying to scale innovation without losing customer focus. Instead of starting with business cases or feature specs, they flipped the process and began with a press release.
The thinking was simple: if you can’t clearly explain why your product matters to customers before it exists, you shouldn’t build it.
Where the PR/FAQ Method Came From
The PR/FAQ approach became standard at Amazon and was later detailed in “Working Backwards” by Colin Bryar and Bill Carr, two long-time Amazon executives. The book revealed how the company launched products like the Kindle, AWS, and Alexa, not by guessing what customers wanted, but by working backward from the story they wanted to tell on launch day.
Since then, the framework has spread far beyond Amazon. Companies like Stripe, Notion, Shopify, and Airbnb have adapted it to align teams, validate ideas faster, and ship with more confidence.
It’s now a go-to tool for any product team that wants to move fast without losing direction.
How It Works
The PR/FAQ process starts by writing a fictional press release announcing your new product as if it’s already live. You describe what it does, who it’s for, and why it matters, all from the customer’s point of view.
Then you write the FAQ. This is where you dig into the details: what’s the customer problem, how do you solve it, what risks exist, and how success will be measured.
By the time you’ve written both, you’ve created a clear roadmap for your team to follow.
Why Startups Should Use It
Most startups jump straight into building and waste months iterating on features that customers don’t care about. The PR/FAQ method prevents that by forcing alignment early.
When everyone knows the story you’re trying to tell, you build faster and with fewer mistakes. You’re not guessing what success looks like, you’ve already written it down.
That’s why this method is a superpower for early-stage teams: it saves time, keeps you focused, and speeds up product delivery.
How We Use It at Assemble
We use the PR/FAQ method for every major feature we ship at Assemble. I also used it back at Reviews.io, and it completely changed the way our team built products.
It turned “what should we build?” into “what should we announce?” and that shift unlocked speed and clarity.
Every Assemble feature starts with a one-page press release and a short FAQ. Only once those are clear do we move into design and development. It’s fast, it’s focused, and it works.
Step-by-Step Guide: How to Write a PR/FAQ
Writing your first PR/FAQ might sound formal, but it’s actually simple and it’ll save you months of wasted time.
Step-by-Step Guide: How to Write a PR/FAQ
Writing your first PR/FAQ might sound corporate, but once you’ve done one, you’ll never plan a product any other way. It’s fast, simple, and gets your team aligned before you start building.
1. Press Release
This comes first because it’s fast, low-cost, and brutally honest.
Drafting a one-page press release takes far fewer resources than building a prototype or running surveys, but it gives you the same insight into whether an idea’s worth pursuing.
When you write this mock announcement, you get an instant gut check. If your team isn’t genuinely excited about what they’ve written, that’s a red flag. A weak or uninspired press release usually means the product lacks clarity or real customer value.
Keep it short and sharp, one page, two max. No fluff, no jargon. Focus on what the product does, who it helps, and why it matters. If it doesn’t sound compelling here, don’t build it.
2. FAQ
Once the press release is solid, write the FAQ. This is where you challenge the idea from every angle.
Ask questions like:
Why does this product deserve to exist?
What problem does it actually solve?
Who’s the target user?
What’s the biggest risk or unknown?
How will we measure success?
This is where you uncover assumptions and spot weak points before you write a single line of code.
3. Evaluate
Now take a step back and review everything critically. Validate the opportunity, make sure the problem is real, and refine the idea based on feedback.
This stage helps ensure your team is aligned and confident before committing resources. It’s about tightening the focus, not overthinking it.
4. Build Product
Once the press release and FAQ are approved, move fast.
The story is already defined, the customer problem is clear, and everyone knows the goal.
Now building becomes about execution, not endless debate. The PR/FAQ serves as your north star, guiding every design and development decision.
Final Tip: Keep It Simple
Your PR/FAQ doesn’t need to be perfect or polished. The best ones are one-pagers written in plain English.
Do it early, before design, before build, before funding even. It’s not a process doc, it’s a clarity tool.
Try It Yourself
I’ve turned everything I’ve learned about the PR/FAQ method into a free Assemble Template.
It walks you through writing your own press release and FAQ so you can validate ideas faster and build with confidence.
It’s the same framework we use at Assemble, and it works.
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