DSI

Down Stream Impact refers to the ripple effect of a decision or initiative that goes beyond its direct outcomes. Rather than just measuring immediate sales or conversions, DSI captures how an action influences future purchases, cross-category engagement, or long-term customer value.

Examples of initiatives that may generate DSI:

• Launching a new product line that brings more customers to Amazon
• Improving product recommendations or the search algorithm
• Offering a free app or service that leads users to buy related products later
• Adding a Prime benefit that increases shopper frequency or retention

Why it matters:

• Helps teams justify investments in features that improve customer experience
• Quantifies long-term impact that may not show in short-term ROI
• Supports decisions with a broader view of Amazon’s flywheel effect

💡 Example: A new feature on Kindle encourages users to read more - which leads to higher sales of eBooks, reading lights, and even gift purchases. That increase in total revenue is part of the DSI of that feature.

In short:
DSI measures the indirect value a product or initiative generates by boosting customer activity and spending across Amazon beyond the initial touchpoint.