AMWAY Direct Selling Innovation PoC
Published 2026-05-14Updated 2026-07-026 min read
"A global direct selling innovation PoC that unifies ABO, customer, SKU, subscription, and campaign data with external trend, FX, and regulatory signals through an Ontology + Agentic AI."
A working demonstration that integrates the ABO (Amway Business Owner) multi-level organization across more than 100 countries, in-house SKUs (Nutrilite, Artistry, Amway Home), subscription programs, and direct-selling compliance into a single Knowledge Graph and connects them semantically. Built using public information only.
🚀 Interactive Demo
👉 Open Demo Page (new window)
Switch between 11 scenarios in the sidebar to interact with the core UI: ABO organization tree, persona switcher, subscription analytics, charts, KG graph, and more.
1. One-line PoC Summary
| Axis | Content |
|---|---|
| For Whom | Five AMWAY global departments — Marketing, ABO Field, D&A, CX, Compliance |
| What | ABO organization (Upline ↔ Downline) + in-house SKUs + subscriptions + four external signals |
| How | Ontology (Neptune KG, 25 classes) + Agentic AI (Bedrock + AgentCore) |
| Shown As | Working demonstration of 11 scenarios + persona switcher across 5 departments |
| Differentiator | Three specialized scenarios — ABO multi-level tree visualization + subscription lifetime + direct-selling compliance |
2. AMWAY Business Structure (Public Information)
| Category | Key Brands |
|---|---|
| Nutrition & Health Functional Foods | Nutrilite (multivitamins, protein) · XS Energy |
| Beauty | Artistry · ARTISTRY SIGNATURE SELECT |
| Home Care | Amway Home · L.O.C. · SA8 |
| Personal Care | G&H · Glister · Satinique |
Channels: in-house e-commerce (amway.com) · ABO direct selling · catalog · mobile app
3. Persona Switcher Across 5 Departments
| Code | Department | KPI |
|---|---|---|
| P1 | ABO Field Marketing | ABO recruitment · Upline ROI · subscriptions |
| P2 | Consumer Insights | LTV · retention · persona share |
| P3 | Data & MarTech | Model accuracy · drift · multilingual SLA |
| P4 | Customer Experience (CRM) | NPS · active ABOs · subscription churn rate |
| P5 | Compliance & Regulatory | Regulatory compliance · ad guards · level verification |
4. 11 Scenarios (One-line Summary)
| # | Scenario | Data Mix |
|---|---|---|
| S1 | Natural-language semantic search | SKU · ABO · in-house reviews + external social posts |
| S2 | Persona chatbot across 5 departments | Autonomous invocation of every tool |
| S3 | Category & BU insight cards | In-house GMV + trends + FX |
| S4 | Lifestyle persona matching + clustering | RFM + category affinity + social |
| S5 | Omnichannel campaign ROAS simulation | Campaign & sell-through + external response |
| S6 | External signal fusion (4 types) | In-house GMV × 4 external signals |
| S7 | Omnichannel member journey | In-house store → ABO direct sale → re-subscription |
| S8 | Marketing consent, PII, and minor guardrails | Bedrock Guardrails + direct-selling regulations |
| S9-A ⭐ | ABO organization visualization + performance tracking | ABO tree + PV/BV + level |
| S10-A ⭐ | Subscription lifetime analysis | Subscription rotation, churn, auto-redelivery |
| S11-A ⭐ | Direct-selling law, minors, health functional food advertising compliance | Direct-selling regulations + ad guards |
5. AWS Stack (Common)
| Layer | Component |
|---|---|
| Edge / Auth | CloudFront + Lambda@Edge + Cognito (RS256 JWT) |
| Frontend | Next.js 14 (App Router) |
| Backend | FastAPI (Python 3.12) on ECS Fargate ARM64 |
| AI | Bedrock Sonnet 4.6 + Cohere embed-v4 / rerank-v3.5 |
| Agent | AgentCore (Memory + Code Interpreter) |
| Graph | Amazon Neptune (openCypher, ~700K edges — reflecting ABO tree depth) |
| Search | OpenSearch Serverless (multilingual analyzers + KNN + RRF) |
| Data | S3 + DynamoDB + Glue |
| Governance | Bedrock Guardrails (4 topics + direct-selling regulations + minors + health functional foods) |
6. Top-5 Demo Flow (30 minutes)
| Order | Scenario | Demo Point | Time |
|---|---|---|---|
| 1 | S1 Natural-language search | "Vegan protein + new ABO in their 30s" | 4 min |
| 2 | S9-A ⭐ ABO organization visualization | Five-level Downline tree for a Diamond-level ABO | 5 min |
| 3 | S10-A ⭐ Subscription lifetime | 6-month churn signature + automated win-back campaign | 5 min |
| 4 | S2 Persona chatbot | "Upline revisit recommendation" P1 vs P5 (Compliance) | 5 min |
| 5 | S11-A ⭐ Compliance | Demonstration of blocking a minor's ABO sign-up attempt | 3 min |
Details: 99. Demo Storytelling
7. Deliverables Index
- 01. Personas — 5-department personas
- 02. Ontology — 25 KG classes (emphasizing ABO Tree and Subscription)
- 03. Scenarios — 11-scenario mapping
- 04. Data Sources — In-house + 4 external sources
- 05. Architecture — Single AWS architecture
- 06. Design Specs — 11-scenario specifications
- 99. Demo Storytelling — 30-minute demo script