US AA consumers have difficulty finding the right hair care products for their desired styles. 19% purchase more than one product in a fruitless attempt to find the right fit. This identifies two main problems. It is difficult for the customer to identify the product she needs. Once she identifies the product she wants or interested in trying, it is hard to find the product consistently in retail because of the limitations in distribution channels.

In order for Amazon to continue to be the earth’s most customer centric company, it needs to grow product selection, increase value, and connect with more customers, specifically with those outside its core demographic. This was an opportunity two do all three.