Source: AWS Marketing Writing
Published: December 2019

Benefits versus Features

Circulated: December 18, 2019

Benefits help the customer understand how your product or service will improve their life.

Features enables the benefit, but they’re usually not what motivates customers to act.

• Non-technical example: whole-grain bread.

Benefit — 25 grams of whole-grains per day reduces the risk of heart disease by 15% (WebMD).

Feature — contains whole-grains.

• Technical example: Amazon Aurora (relational database).

Benefit — performance of commercial databases at 1/10th the cost (AWS).

Feature — auto-scales up to 64TB per database instance.