What is an Amazon 6-Pager?
The Amazon 6-pager is a structured narrative memo—limited to six single-spaced pages in 10-11 point font—used to propose ideas, communicate strategies, and make decisions across the company. Unlike traditional business presentations that rely on bullet-point slides, the 6-pager requires full sentences and paragraphs that force rigorous, complete thinking.
At Amazon, every significant decision begins with a 6-pager. The memo is distributed at the start of a meeting, and attendees spend 20-30 minutes reading silently—a practice Jeff Bezos called "study hall." This ensures everyone has the same context before discussion begins, regardless of whether they prepared in advance. The result is higher-quality discussions focused on substance rather than presentation style.
The 6-pager has become one of the most influential business writing formats in tech, adopted by companies well beyond Amazon. It embodies the principle that clear writing reflects clear thinking—and that investing time in writing a thorough proposal leads to better decisions and fewer mistakes downstream.
History & Origin of the 6-Pager
In 2004, Jeff Bezos sent an email to Amazon's senior leadership team that changed how the company communicates. The email banned PowerPoint presentations from executive meetings, replacing them with "narratively structured memos" of up to six pages. Bezos argued that the "traditional corporate meeting starts with a presentation. Somebody gets up in front of the room and presents with some type of slide deck. In our view, you get very little information, you get bullet points. This is easy for the presenter but difficult for the audience."
The reasoning was simple but profound: writing in complete sentences forces the author to fully develop their ideas. Bullet points allow vague assertions to go unchallenged, while narrative writing exposes logical gaps, unsupported claims, and incomplete thinking. As Bezos explained in his 2017 annual letter to shareholders, "The reason writing a good 4-page memo is harder than writing a 20-page PowerPoint is that the narrative structure of a good memo forces better thought and better understanding of what's more important than what."
The silent reading ritual was added because Bezos noticed that executives would show up to meetings without having read pre-distributed materials. By building reading time into the meeting itself, Amazon ensured that everyone—from the newest team member to the CEO—enters the discussion with the same foundational understanding.
6-Pager Structure & Template
While there is no single "official" 6-pager template at Amazon (each team adapts the format), the following structure represents the most common pattern used across product, strategy, and operational 6-pagers. The key sections are:
Introduction & Context
Set the stage with background information, market context, and why this proposal is timely. The reader should understand the landscape before you present your solution.
Problem Statement / Opportunity
Clearly define the problem being solved or opportunity being pursued. Be specific about who is affected, the magnitude of impact, and the cost of inaction.
Tenets / Guiding Principles
List 3-5 opinionated principles that will guide trade-off decisions. Good tenets are debatable—if everyone would agree, it is not a useful tenet.
Current State & Data
Present relevant data, metrics, and analysis. Do not just show numbers—explain what they mean and what story they tell. Data without interpretation is noise.
Proposed Solution
Your recommendation in detail. Describe what you propose, how it works, the customer experience, and specific success metrics with targets.
Alternatives Considered
Present 2-3 alternative approaches fairly. Explain why you did not recommend them. This builds credibility and shows thorough analysis.
Risks & Mitigation
Honestly assess risks with their likelihood, impact, and your mitigation plan. Hiding risks destroys trust; surfacing them builds it.
Timeline, Resources & Next Steps
Implementation plan with milestones, resource requirements, and a specific ask—what decision do you need from the reader?
Important: Appendices (supporting data tables, detailed specs, research summaries) do not count toward the 6-page limit. Use appendices liberally for supporting evidence, but ensure the core argument stands on its own within 6 pages.
Section-by-Section Writing Guide
Introduction: Hook the Reader in the First Paragraph
Your opening paragraph is the most important part of the 6-pager. Senior leaders will form their initial impression within the first few sentences. Start with a compelling insight, a surprising data point, or a clear statement of the opportunity's magnitude. Avoid throat-clearing phrases like "The purpose of this document is..."—get straight to the substance.
A strong opening might read: "Customer returns on our marketplace increased 34% year-over-year, costing us $2.1B annually and driving our NPS score down 12 points. This memo proposes a $50M investment in AI-powered quality verification that we project will reduce returns by 40% within 18 months, generating $840M in annual savings."
Data Section: Show Your Work
Amazon is a data-driven company, and your 6-pager must be too. Present data in tables where possible—they are more information-dense than paragraphs. Always include the source and timeframe for your data. Most importantly, analyze the data: explain trends, highlight anomalies, and connect the numbers to your narrative. Raw data without analysis is not useful; it is the interpretation that drives decisions.
Alternatives: Be Honest, Not Dismissive
The alternatives section is where many 6-pagers fail. Do not set up straw man alternatives that are obviously inferior. Present genuine alternatives that a reasonable person might prefer, explain their merits, and then explain—with evidence—why your recommendation is superior. This demonstrates intellectual honesty and builds trust with senior leadership. If your recommendation cannot withstand a fair comparison, it may not be the right recommendation.
Writing Tips from Ex-Amazonians
Write for the skeptic
Assume your reader disagrees. Address objections before they arise.
Start with the conclusion
Write your recommendation first, then build the argument that supports it.
Use specific numbers
"Revenue increased 23% ($4.2M)" is better than "Revenue increased significantly."
Iterate at least 3 times
First draft captures ideas. Second draft improves structure. Third draft polishes language.
Read it aloud
If a sentence is hard to read aloud, it is too complex. Simplify.
Get a "fresh eyes" review
Someone unfamiliar with the topic can spot unclear reasoning immediately.
Cut ruthlessly
If a paragraph does not advance your argument, delete it. Every sentence must earn its place.
Use topic sentences
Each paragraph should start with its main point. Readers scanning should grasp your argument from topic sentences alone.
Copyable 6-Pager Template
Below is a complete, copy-ready 6-pager template you can use as a starting point. Adapt the sections to your specific context and company culture.
# [Title of Proposal] **Author:** [Your Name] **Date:** [Date] **Status:** Draft / Final **Reviewers:** [Names] --- ## 1. Introduction & Context [Provide background context that frames the problem or opportunity. What has changed in the market, customer behavior, or competitive landscape that makes this proposal timely? Set up the reader with the information they need to understand why this matters now.] [Include relevant data points, customer insights, or market trends that establish urgency.] ## 2. Problem Statement / Opportunity [Clearly articulate the problem you are solving or the opportunity you are pursuing. Be specific about who is affected, how, and the magnitude of the impact.] **Key Questions This Memo Addresses:** - [Question 1] - [Question 2] - [Question 3] ## 3. Tenets / Guiding Principles [List 3-5 tenets that will guide decision-making for this initiative. Tenets should be opinionated and help resolve trade-offs.] 1. **[Tenet 1]:** [Explanation] 2. **[Tenet 2]:** [Explanation] 3. **[Tenet 3]:** [Explanation] ## 4. Current State & Data [Present the current state with data and analysis. Include metrics, customer feedback, competitive analysis, or operational data that supports your proposal.] | Metric | Current | Target | Gap | |--------|---------|--------|-----| | [Metric 1] | [Value] | [Value] | [Value] | | [Metric 2] | [Value] | [Value] | [Value] | | [Metric 3] | [Value] | [Value] | [Value] | [Analysis of what the data tells us. Don't just present numbers—explain what they mean and why they matter.] ## 5. Proposed Solution / Recommendation [Describe your recommended approach in detail. Explain what you propose to build or change, how it works, and why this approach is superior to alternatives.] ### 5.1 Overview [High-level description of the solution] ### 5.2 Key Components [Break down the solution into its major components] ### 5.3 Customer Experience [Describe the end-to-end customer experience with the proposed solution] ### 5.4 Success Metrics - **Primary Metric:** [Metric and target] - **Secondary Metrics:** [Metrics and targets] - **Guardrail Metrics:** [Metrics we must not regress] ## 6. Alternatives Considered [Present 2-3 alternative approaches you considered and explain why you did not recommend them. Be fair to the alternatives—a strong 6-pager honestly presents trade-offs.] ### Alternative A: [Name] - **Approach:** [Brief description] - **Pros:** [What is good about this approach] - **Cons:** [Why you did not recommend it] ### Alternative B: [Name] - **Approach:** [Brief description] - **Pros:** [What is good about this approach] - **Cons:** [Why you did not recommend it] ## 7. Risks & Mitigation | Risk | Likelihood | Impact | Mitigation | |------|-----------|--------|------------| | [Risk 1] | [H/M/L] | [H/M/L] | [Mitigation plan] | | [Risk 2] | [H/M/L] | [H/M/L] | [Mitigation plan] | | [Risk 3] | [H/M/L] | [H/M/L] | [Mitigation plan] | ## 8. Timeline & Resources [Outline the implementation plan, key milestones, resource requirements, and dependencies.] - **Phase 1 (Weeks 1-4):** [Deliverables] - **Phase 2 (Weeks 5-8):** [Deliverables] - **Phase 3 (Weeks 9-12):** [Deliverables] **Resource Requirements:** - Engineering: [X headcount] - Design: [X headcount] - Other: [Specify] ## 9. Next Steps & Ask [Clearly state what you are asking the reader to decide or approve. Be specific about the decision needed and the timeline for making it.] 1. [Specific ask 1] 2. [Specific ask 2] 3. [Specific ask 3] --- **Appendix (does not count toward 6-page limit):** - [Supporting data tables] - [Detailed technical specifications] - [Customer research summaries]
6-Pager vs PR/FAQ: When to Use Which
| Aspect | 6-Pager | PR/FAQ (1-Pager) |
|---|---|---|
| Best For | Complex decisions, strategy, operational reviews | New product/feature proposals |
| Perspective | Internal analysis & recommendation | Customer-facing (working backwards) |
| Length | Up to 6 pages + appendix | 1-page press release + FAQ |
| Data Depth | Deep analysis with tables & metrics | High-level customer value proposition |
| Audience | Decision-makers and stakeholders | Broader team, potential customers |
| Output | Decision & action items | Go/no-go on product vision |
Using 6-Pagers Outside Amazon
You do not need to work at Amazon to benefit from the 6-pager format. The underlying principles—narrative writing, data-driven analysis, considering alternatives, and driving to a clear ask—improve decision-making at any organization. Here is how to adapt the format:
- Startups: Use a condensed 2-3 page version for speed. Focus on problem, solution, metrics, and ask. Skip extensive alternatives for time-sensitive decisions.
- Enterprise: The full 6-page format works well for cross-functional initiatives, budget proposals, and strategic pivots. Add an executive summary for C-suite distribution.
- Product Teams: Use 6-pagers for major feature proposals, platform migrations, or technical architecture decisions. Pair with a PRD for implementation details.
- Remote Teams: The narrative format is especially valuable for distributed teams. Written memos bridge time zones better than live presentations.
Common Mistakes to Avoid
Using bullet points instead of prose
Write in complete sentences and paragraphs. Bullets are for appendices, not the main body. Force yourself to explain the connections between ideas.
Burying the recommendation
State your recommendation clearly in the introduction. The reader should know your position within the first page. The rest of the memo builds the case.
Data without analysis
Never present a chart or table without explaining what it means and why it matters. "So what?" is the most common question in 6-pager meetings.
Straw man alternatives
Present real alternatives that a smart person might choose. If your alternatives are obviously terrible, readers will question your intellectual honesty.
No clear ask
End with a specific request: a decision to make, resources to approve, or a direction to endorse. Vague conclusions lead to vague outcomes.
First draft submission
Great 6-pagers go through 3-5+ revisions. Share early drafts with trusted colleagues. The writing process IS the thinking process.
Amazon 6-Pager FAQ
What is an Amazon 6-pager?
An Amazon 6-pager is a structured narrative memo (maximum 6 pages, single-spaced, 10-point font) used to propose ideas, make decisions, and align stakeholders at Amazon. Introduced by Jeff Bezos, it replaced PowerPoint presentations because narratives force clearer thinking. The memo is read silently for 20-30 minutes at the start of meetings before discussion begins.
Why does Amazon use 6-pagers instead of PowerPoint?
Jeff Bezos banned PowerPoint at Amazon in 2004 because bullet points hide sloppy thinking. Narrative memos force the author to think deeply about their proposal, connect ideas logically, and anticipate questions. Reading silently ensures everyone has the same context before discussion, preventing the "loudest voice wins" dynamic common in slide-based presentations.
What is the difference between a 6-pager and a 1-pager (PR/FAQ)?
A 1-pager (or PR/FAQ) is Amazon's "working backwards" document used for new product or feature proposals. It includes a mock press release and FAQ section. A 6-pager is for more complex proposals, strategy documents, operational reviews, or decisions requiring deeper analysis. The PR/FAQ answers "what and why" from the customer's perspective, while the 6-pager provides comprehensive analysis and recommendations.
How long does it take to write an Amazon 6-pager?
A well-written 6-pager typically takes 1-3 weeks to draft, review, and refine. Senior Amazon leaders have said that a great 6-pager can take 40+ hours across multiple revisions. The writing process is iterative: draft, get feedback from trusted colleagues, revise, repeat. The time investment is intentional—the quality of thinking improves with each revision.
Can I use the 6-pager format outside of Amazon?
Absolutely. Many companies have adopted Amazon's narrative memo format because it improves decision quality. Companies like Stripe, Square, and various startups use narrative memos for major decisions. The format works well for any proposal requiring deep analysis: product strategy, market entry, organizational changes, or major investments. Adapt the structure to your company's culture and needs.
What makes a 6-pager "good" vs "great"?
A good 6-pager clearly presents facts and a recommendation. A great 6-pager tells a compelling story with data, anticipates every objection, presents alternatives fairly, and makes the decision feel obvious by the end. Great 6-pagers also have specific, measurable outcomes, honest risk assessments, and a clear "so what"—they drive action, not just inform.
What are the most common mistakes in 6-pagers?
Common mistakes include: 1) Burying the key insight or recommendation, 2) Using data without analysis ("so what?"), 3) Not addressing counterarguments, 4) Writing in bullet points instead of full sentences, 5) Exceeding the 6-page limit, 6) Lacking specific next steps, and 7) Not iterating enough—first drafts are never good enough.
How is a 6-pager meeting structured?
A typical 6-pager meeting starts with 20-30 minutes of silent reading. Attendees read the memo and write comments/questions in the margins. Then the author fields questions, starting with the most senior people or the most critical issues. The discussion focuses on gaps in reasoning, data quality, risks, and alternative approaches. The meeting ends with clear decisions and action items.
Aditi Chaturvedi
·Founder, Best PM JobsAditi is the founder of Best PM Jobs, helping product managers find their dream roles at top tech companies. With experience in product management and recruiting, she creates resources to help PMs level up their careers.