Filtering out "forbidden" documents during information retrieval

New method optimizes the twin demands of retrieving relevant content and filtering out bad content.

Content owners make a lot of effort to eliminate bad content that may adversely affect their customers. Bad content can take many forms, such as fake news, paid reviews, spam, offensive language, etc. We call such data items (documents) forbidden docs, or f-docs, for short.

Any data-cleaning process, however, is susceptible to errors. No matter how much effort goes into the cleaning process, some bad content might remain. This week at the annual meeting of the ACM Special Interest Group on Information Retrieval (SIGIR), the Alexa Shopping research team presented a paper on information retrieval (IR) in the presence of f-docs. In particular, we’re trying to optimize the twin demands of retrieving content relevant to customer requests and filtering out f-docs.

For example, consider a question posed on a community question-answering (CQA) site, where our goal is to rank answers according to their quality and relevance while filtering out bad ones. The next table presents some answers to the question “Is the Brand X sports watch waterproof?” While some of the answers are helpful, or at least fair, there are a few that should not be exposed to our users as they significantly hurt the search experience.

Forbidden docs.png
A new metric enables information retrieval models to jointly optimize the ordering of query results and the filtration of "forbidden" content.

Filtering algorithms, however, are prone to two types of errors: (1) false positives (i.e., filtering non-f-docs) and (2) false negatives (i.e., including f-docs in the results).

Typically, ranking quality and filtering accuracy are measured independently. However, the number of f-docs left in the ranked list after filtering and their ranking positions heavily affect both the ranking score and the filtering score. Therefore, it is desirable to evaluate the system’s ranking quality as filtering decisions are being made.

The right metric

We look for an evaluation metric that reinforces a ranker according to three criteria: it (1) prunes as many f-docs from the retrieved list as possible; (2) does not prune non-f-docs from the list; and (3) ranks remaining docs according to their relevance to the query while pushing f-docs down the list.

In our paper, my colleagues Nachshon Cohen, Amir Ingber, Elad Kravi, and I analyze the types of metrics that can be used to measure the ranking and filtering quality of the search results. The natural choice is normalized discounted cumulative gain (nDCG), a metric that discounts the relevance of results that appear further down the list; that is, it evaluates a ranking algorithm according to both relevance and rank ordering.

Related content
Locality-sensitive hashing enables cache to hold more than three times as many query results.

With nDCG, relevant labels are associated with positive scores, non-relevant labels with a zero score, and the “forbidden labels” with negative scores. The nDCG score sums the scores of the individual list items, so the score for a ranked list containing f-docs will reflect the number of f-docs in the list, their relative positions in the ranking, and their degree of forbiddenness.

NDCG differs from the ordinary DCG (discounted cumulative gain) score in that the results are normalized by the DCG score of the ideal ranked list — the list ranked according to the ground truth labels. It can be interpreted as a distance between the given rank and the ideal rank.

When all label scores are non-negative — i.e,. no f-docs are among the top k documents in the results — nDCG is bounded in the range [0, 1], where 0 means that all search results are non-relevant, while 1 means that the ranking is ideal.

However, in the presence of negatively scored labels, nDCG is unbounded and therefore unreliable. For instance, unboundedness may lead to extreme over- or undervaluation on some queries, with disproportionate effect on the average metric score.

The nDCGmin metric, a modification of nDCG suggested by Gienapp et al. at CIKM’20, solves this unboundedness problem for the case of negatively scored labels. It measures the DCG scores of both the worst possible ranked list (the reverse of the ideal ranked list) and the ideal list and then performs min-max normalization with these two extreme scores.

Related content
Method using hyperboloid embeddings improves on methods that use vector embeddings by up to 33%.

However, we show in our paper that when ranking and filtering are carried out together — i.e., when the ranker is allowed to retrieve (and to rank) a sublist of the search results — nDCGmin becomes unbounded. As an alternative, we propose nDCGf, a modification of nDCGmin that solves this second unboundedness problem by modifying the normalization scheme in order to handle sublist retrieval.

In particular, nDCGf measures the DCG score of the ideal and the worst sublists over all possible sublists of the results list and then uses the extreme scores of these sublists for min-max normalization.

We show both theoretically and empirically that while nDCGmin is not suitable for the evaluation task of simultaneous ranking and filtering, nDCGf is a reliable metric. Reliability is a standard measure of a metric’s ability to capture the actual difference in performance among rankers, by measuring deviation stability over a test-set of queries.

The next figure shows the reliability of nDCG, nDCGmin, and nDCGf over datasets released for the web-track information retrieval challenge at the Text Retrieval Conference (TREC) for the years 2010-2014. For all years, the reliability of nDCG and nDCGmin is significantly lower than that of nDCGf, due to their improper normalization when negative labels and partial retrieval are allowed.

Metric reliability.png
Reliability of nDCG, nDCGmin, and nDCGf over TREC Web-track datasets for the years 2010–2014.

Model building

After establishing the relevant metric, our paper then shifts focus to jointly learning to rank and filter (LTRF). We assume an LTRF model that optimizes the ranking of the search results while also tuning a filtering threshold such that any document whose score is below this threshold is filtered out.

We experiment with two tasks for which both ranking and filtering are required, using two datasets we compiled: PR (for product reviews) and CQA (for community question answering). We have publicly released the CQA dataset to support further research by the IR community on LTRF tasks.

Related content
A new metric-learning loss function groups together superclasses and learns commonalities within them.

In the PR dataset, our task is to rank product reviews according to their helpfulness while filtering those marked as spam. Similarly, in the CQA dataset our task is to rank lists of human answers to particular questions while filtering bad answers. We show that both ranking only and filtering only fail to provide high-quality ranked-and-filtered lists, measured by nDCGf score.

A key component for model training in any learning-to-rank framework is the loss function to be optimized, which determines the “loss” of the current model with respect to an optimal model. We experiment with several loss functions for model training for the two tasks, demonstrating their success in producing effective LTRF models for the simultaneous-learning-and-filtering task.

LTRF is a new research direction that poses many challenges that deserve further investigation. While our LTRF models succeed at ranking and filtering, the volume of f-docs in the retrieved lists is still too high. Improving the LTRF models is an open challenge, and we hope that our work will encourage other researchers to tackle it.

Related content

US, WA, Seattle
The Sponsored Products and Brands (SPB) team at Amazon Ads is re-imagining the advertising landscape through generative AI technologies, revolutionizing how millions of customers discover products and engage with brands across Amazon.com and beyond. We are at the forefront of re-inventing advertising experiences, bridging human creativity with artificial intelligence to transform every aspect of the advertising lifecycle from ad creation and optimization to performance analysis and customer insights. We are a passionate group of innovators dedicated to developing responsible and intelligent AI technologies that balance the needs of advertisers, enhance the shopping experience, and strengthen the marketplace. If you're energized by solving complex challenges and pushing the boundaries of what's possible with AI, join us in shaping the future of advertising. This position will be part of the Conversational Ad Experiences team within the Amazon Advertising organization. Our cross-functional team focuses on designing, developing and launching innovative ad experiences delivered to shoppers in conversational contexts. We utilize leading-edge engineering and science technologies in generative AI to help shoppers discover new products and brands through intuitive, conversational, multi-turn interfaces. We also empower advertisers to reach shoppers, using their own voice to explain and demonstrate how their products meet shoppers' needs. We collaborate with various teams across multiple Amazon organizations to push the boundary of what's possible in these fields. We are seeking a science leader for our team within the Sponsored Products & Brands organization. You'll be working with talented scientists, engineers, and product managers to innovate on behalf of our customers. An ideal candidate is able to navigate through ambiguous requirements, working with various partner teams, and has experience in generative AI, large language models (LLMs), information retrieval, and ads recommendation systems. Using a combination of generative AI and online experimentation, our scientists develop insights and optimizations that enable the monetization of Amazon properties while enhancing the experience of hundreds of millions of Amazon shoppers worldwide. If you're fired up about being part of a dynamic, driven team, then this is your moment to join us on this exciting journey! Key job responsibilities - Serve as a tech lead for defining the science roadmap for multiple projects in the conversational ad experiences space powered by LLMs. - Build POCs, optimize and deploy models into production, run experiments, perform deep dives on experiment data to gather actionable learnings and communicate them to senior leadership - Work closely with software engineers on detailed requirements, technical designs and implementation of end-to-end solutions in production. - Work closely with product managers to contribute to our mission, and proactively identify opportunities where science can help improve customer experience - Research new machine learning approaches to drive continued scientific innovation - Be a member of the Amazon-wide machine learning community, participating in internal and external meetups, hackathons and conferences - Help attract and recruit technical talent, mentor scientists and engineers in the team
US, CA, Palo Alto
Stores Economics and Science (SEAS) is an interdisciplinary team in Amazon's Stores organization with a peak-jumping mission: we apply expertise in science and engineering to move from local to global optima in methods, models, and software. We pursue this mission by leveraging frontier science, collaborating with partner teams, and learning from the tools, experience, and perspective of others. We scale by solving problems, first in the small to prove concepts, and then in the large by building scalable solutions. We also help other teams within Amazon scale by hiring and developing the best and embedding them in other business units. We are looking for a Senior Economist to drive high-impact economic analysis and modeling that shapes how Amazon's Stores business makes decisions. In this role, you will work in a team of economists, scientists, and engineers to identify key business questions, design rigorous analytical frameworks, and deliver actionable insights to senior leadership and partner teams. You will own end-to-end research (from problem formulation and data analysis through modeling and stakeholder communication) in areas such as pricing, demand estimation, substitution measurement, and experiment design. Your responsibilities include developing economic models and empirical analyses that inform strategic decisions, designing and analyzing experiments, and translating complex findings into clear recommendations for technical and non-technical audiences. You will also mentor junior economists and help raise the bar on economic rigor across partner teams. The ideal candidate has a PhD in Economics and deep expertise in causal inference and applied econometrics. Experience with large-scale data, proficiency in statistical programming (Python or similar), and familiarity with machine learning methods are a plus. To be successful in this role, you should be comfortable operating with ambiguity, able to independently scope and prioritize research agendas, skilled at influencing decisions through rigorous analysis, and comfortable with using AI tools.
US, CA, Pasadena
The Amazon Web Services (AWS) Center for Quantum Computing in Pasadena, CA, is looking to hire a Quantum Research Scientist in the device measurement group. You will join a multi-disciplinary team of theoretical and experimental physicists, materials scientists, and hardware and software engineers working at the forefront of quantum computing. You should have a deep and broad knowledge of experimental measurement techniques. Candidates with a track record of original scientific contributions will be preferred. We are looking for candidates with strong engineering principles, resourcefulness and a bias for action, superior problem solving, and excellent communication skills. Working effectively within a team environment is essential. As a research scientist you will be expected to work on new ideas and stay abreast of the field of experimental quantum computation. Key job responsibilities In this role, you will drive improvements in qubit performance by characterizing the impact of environmental and material noise on qubit dynamics. This will require designing experiments to assess the role of specific noise sources, ensuring the collection of statistically significant data through automation, analyzing the results, and preparing clear summaries for the team. Finally, you will work with hardware engineers, material scientists, and circuit designers to implement changes which mitigate the impact of the most significant noise sources.
IN, TS, Hyderabad
At Amazon, we strive to be Earth's most customer-centric company, where customers can find and discover anything they want to buy online. Our mission in International Seller Services (ISS) is to provide technology solutions for improving the seller and customer experience, drive seller compliance, maximize seller success, and improve internal workforce productivity. Team's main focus is to build products that are scalable across different regions of the world, while working in partnership with ISS regional stakeholders and multiple partner teams across Amazon. As an Applied Scientist, you will be responsible for modeling complex problems, discovering insights, and building risk algorithms that identify opportunities through statistical models, machine learning, and visualization techniques to improve operational efficiency. As an Applied Scientist, you will leverage your expertise in Machine Learning, Natural Language Processing (NLP), and Large Language Models (LLM) to develop innovative solutions for Amazon's ISS team. You'll be responsible for modeling complex problems, building innovative algorithms, and discovering actionable insights through statistical models and visualization techniques to enhance operational efficiency in the e-commerce space. The role combines usage of latest AI technology with practical business applications, requiring someone passionate about transforming the way we interact with technology while delivering measurable impact through advanced analytics and machine learning solutions. You will need to collaborate effectively with business and product leaders within ISS and cross-functional teams to build scalable solutions against high organizational standards. The candidate should be able to apply a breadth of tools, data sources, and Data Science techniques to answer a wide range of high-impact business questions and proactively present new insights in concise and effective manner. The candidate should be an effective communicator capable of independently driving issues to resolution and communicating insights to non-technical audiences. This is a high impact role with goals that directly impacts the bottom line of the business. Responsibilities: - Analyze terabytes of data to define and deliver on complex analytical deep dives to unlock insights and build scalable solutions through science to ensure security of Amazon’s platform and transactions Build Machine Learning and/or statistical models that evaluate the transaction legitimacy and track impact over time Ensure data quality throughout all stages of acquisition and processing, including data sourcing/collection, ground truth generation, normalization, transformation, and cross-lingual alignment/mapping Define and conduct experiments to validate/reject hypotheses, and communicate insights and recommendations to Product and Tech teams Develop efficient data querying infrastructure for both offline and online use cases Collaborate with cross-functional teams from multidisciplinary science, engineering and business backgrounds to enhance current automation processes Learn and understand a broad range of Amazon’s data resources and know when, how, and which to use and which not to use. Maintain technical document and communicate results to diverse audiences with effective writing, visualizations, and presentations Key job responsibilities • You will extract huge volumes of data from various sources and construct complex analyses. • You should be detail-oriented and must have an aptitude for solving unstructured problems. You should work in a self-directed environment, own tasks and drive them to completion • You should have excellent business and communication skills to be able to work with business owners to develop and define key business questions and to build data sets that answer those questions. You own customer relationship about data and execute tasks that are manifestations of such ownership, like ensuring high data availability, low latency, documenting data details and transformations and handling user notifications and training • You will work with distributed machine learning and statistical algorithms upon a large Hadoop cluster to harness enormous volumes at scale to serve our customers
US, MA, Boston
Applied Scientists in AWS Automated Reasoning are dedicated to making AWS the best computing service in the world for customers who require advanced and rigorous solutions for automated reasoning, privacy, and sovereignty. Key job responsibilities The successful candidate will: Solve large or significantly complex problems that require deep knowledge and understanding of your domain and scientific innovation. Own strategic problem solving, and take the lead on the design, implementation, and delivery for solutions that have a long-term quantifiable impact. Provide cross-organizational technical influence, increasing productivity and effectiveness by sharing your deep knowledge and experience. Develop strategic plans to identify fundamentally new solutions for business problems. Assist in the career development of others, actively mentoring individuals and the community on advanced technical issues. A day in the life A day in the life This is a unique and rare opportunity to get in early on a fast-growing segment of AWS and help shape the technology, product and the business. You will have a chance to utilize your deep technical experience within a fast moving, start-up environment and make a large business and customer impact. About the team Diverse Experiences Amazon Automated Reasoning values diverse experiences. Even if you do not meet all of the qualifications and skills listed in the job description, we encourage candidates to apply. If your career is just starting, hasn't followed a traditional path, or includes alternative experiences, don't let it stop you from applying. Why Amazon Automated Reasoning? At Amazon, automated reasoning is central to maintaining customer trust and delivering delightful customer experiences. Our organization is responsible for creating and maintaining a high bar for automated reasoning across all of Amazon's products and services. We offer talented automated reasoning professionals the chance to accelerate their careers with opportunities to build experience in a wide variety of areas including cloud, devices, retail, entertainment, healthcare, operations, and physical stores. Inclusive Team Culture In Amazon Automated Reasoning, it's in our nature to learn and be curious. Ongoing DEI events and learning experiences inspire us to continue learning and to embrace our uniqueness. Addressing the toughest automated reasoning challenges requires that we seek out and celebrate a diversity of ideas, perspectives, and voices. Training & Career Growth We're continuously raising our performance bar as we strive to become Earth's Best Employer. That's why you'll find endless knowledge-sharing, training, and other career-advancing resources here to help you develop into a better-rounded professional. Work/Life Balance We value work-life harmony. Achieving success at work should never come at the expense of sacrifices at home, which is why flexible work hours and arrangements are part of our culture. When we feel supported in the workplace and at home, there's nothing we can't achieve.
US, NY, New York
The Sponsored Products and Brands team at Amazon Ads is re-imagining the advertising landscape through industry leading generative AI technologies, revolutionizing how millions of customers discover products and engage with brands across Amazon.com and beyond. We are at the forefront of re-inventing advertising experiences, bridging human creativity with artificial intelligence to transform every aspect of the advertising lifecycle from ad creation and optimization to performance analysis and customer insights. We are a passionate group of innovators dedicated to developing responsible and intelligent AI technologies that balance the needs of advertisers, enhance the shopping experience, and strengthen the marketplace. If you're energized by solving complex challenges and pushing the boundaries of what's possible with AI, join us in shaping the future of advertising. Amazon Ads Response Prediction team is your choice, if you want to join a highly motivated, collaborative, and fun-loving team with a strong entrepreneurial spirit and bias for action. We are seeking an experienced and motivated Machine Learning Applied Scientist who loves to innovate at the intersection of customer experience, deep learning, and high-scale machine-learning systems. Amazon Advertising operates at the intersection of eCommerce and advertising, and is investing heavily in building a world-class advertising business. We are defining and delivering a collection of self-service performance advertising products that drive discovery and sales. Our products are strategically important to our Retail and Marketplace businesses driving long-term growth. We deliver billions of ad impressions and millions of clicks daily and are breaking fresh ground to create world-class products to improve both shopper and advertiser experience. With a broad mandate to experiment and innovate, we grow at an unprecedented rate with a seemingly endless range of new opportunities. We are looking for a talented Machine Learning Applied Scientist for our Amazon Ads Response Prediction team to grow the business. We are providing advanced real-time machine learning services to connect shoppers with right ads on all platforms and surfaces worldwide. Through the deep understanding of both shoppers and products, we help shoppers discover new products they love, be the most efficient way for advertisers to meet their customers, and helps Amazon continuously innovate on behalf of all customers. Key job responsibilities * Conduct deep data analysis to derive insights to the business, and identify gaps and new opportunities * Develop scalable and effective machine-learning models and optimization strategies to solve business problems * Run regular A/B experiments, gather data, and perform statistical analysis * Work closely with software engineers to deliver end-to-end solutions into production * Improve the scalability, efficiency and automation of large-scale data analytics, model training, deployment and serving * Conduct research on new machine-learning modeling to optimize all aspects of Sponsored Products and Brands business
US, CA, Santa Clara
Join the next science and engineering revolution at Amazon's Delivery Foundation Model team, where you'll work alongside world-class scientists and engineers to pioneer the next frontier of logistics through advanced AI and foundation models. We are seeking an exceptional Senior Applied Scientist to help develop innovative foundation models that enable delivery of billions of packages worldwide. In this role, you'll combine highly technical work with scientific leadership, ensuring the team delivers robust solutions for dynamic real-world environments. Your team will leverage Amazon's vast data and computational resources to tackle ambitious problems across a diverse set of Amazon delivery use cases. Key job responsibilities - Design and implement novel deep learning architectures combining a multitude of modalities, including image, video, and geospatial data. - Solve computational problems to train foundation models on vast amounts of Amazon data and infer at Amazon scale, taking advantage of latest developments in hardware and deep learning libraries. - As a foundation model developer, collaborate with multiple science and engineering teams to help build adaptations that power use cases across Amazon Last Mile deliveries, improving experience and safety of a delivery driver, an Amazon customer, and improving efficiency of Amazon delivery network. - Guide technical direction for specific research initiatives, ensuring robust performance in production environments. - Mentor fellow scientists while maintaining strong individual technical contributions. A day in the life As a member of the Delivery Foundation Model team, you’ll spend your day on the following: - Develop and implement novel foundation model architectures, working hands-on with data and our extensive training and evaluation infrastructure - Guide and support fellow scientists in solving complex technical challenges, from trajectory planning to efficient multi-task learning - Guide and support fellow engineers in building scalable and reusable infra to support model training, evaluation, and inference - Lead focused technical initiatives from conception through deployment, ensuring successful integration with production systems- Drive technical discussions within the team and and key stakeholders - Conduct experiments and prototype new ideas - Mentor team members while maintaining significant hands-on contribution to technical solutions About the team The Delivery Foundation Model team combines ambitious research vision with real-world impact. Our foundation models provide generative reasoning capabilities required to meet the demands of Amazon's global Last Mile delivery network. We leverage Amazon's unparalleled computational infrastructure and extensive datasets to deploy state-of-the-art foundation models to improve the safety, quality, and efficiency of Amazon deliveries. Our work spans the full spectrum of foundation model development, from multimodal training using images, videos, and sensor data, to sophisticated modeling strategies that can handle diverse real-world scenarios. We build everything end to end, from data preparation to model training and evaluation to inference, along with all the tooling needed to understand and analyze model performance. Join us if you're excited about pushing the boundaries of what's possible in logistics, working with world-class scientists and engineers, and seeing your innovations deployed at unprecedented scale.
IN, KA, Bengaluru
We are seeking a stellar Machine Learning scientist who has experience developing and shipping large scale ML products with visible customer impact. We would prefer if your previous work has been in developing scalable Agentic, RL or forecasting systems. Strong academic background in Statistics, Machine Learning & Deep Learning is required with Tier -1 publications being a plus. • Master’s degree in CS or ML related fields • Scientist/Tech Lead creating and shipping impactful ML products. • Ability to write clear, structured and modularized code in Python. • Expertise in Deep Learning frameworks such as Tensorflow, Keras and Pytorch & Agentic frameworks such as LangChain, Crew AI etc. • Industry experience designing complex scalable AI systems. • Experience and technical expertise across various science domains. Crucial ones being statistics, deep & machine learning. • Experience creating data pipelines & proficient in querying data from Spark/HIVE/Redshift/other large scale data warehousing platforms. • Expert in distilling informal customer requirements into problem definitions, dealing with ambiguity and formulating ML products to solve these problems. Key job responsibilities In this position, you will be a key contributor (with direct leadership visibility) building, productionizing (real & batch) and measuring impact of state of the art personalized Gen AI systems for Amazon global selling partners and contribute to Amazon wide research in this area in the form of publications and white papers. You will work with global leaders and teams across time zones on a regular basis. About the team Millions of Sellers list their products for sale on the Amazon Marketplace. Sellers are a critical part of Amazon’s ecosystem to deliver on our vision of offering the Earth’s largest selection and lowest prices. In this ecosystem our team plays a critical role in enabling Sellers across EU5, China, Japan, Australia, Brazil and Turkey to make their Selection available to customers globally and deliver the experience they have come to expect from Amazon. We help independent sellers compete against our first-party business by investing in and offering them the very best selling tools we could imagine and build. We are pushing the boundaries of these machine learning tools in areas of Agentic, recommendation and forecasting systems to help our sellers sell more and across borders.
IN, KA, Bengaluru
We are seeking a stellar Machine Learning scientist who has experience developing and shipping large scale ML products with visible customer impact. We would prefer if your previous work has been in developing scalable Agentic, RL or forecasting systems. Strong academic background in Statistics, Machine Learning & Deep Learning is required with Tier -1 publications being a plus. • Master’s degree in CS or ML related fields • Scientist/Tech Lead creating and shipping impactful ML products. • Ability to write clear, structured and modularized code in Python. • Expertise in Deep Learning frameworks such as Tensorflow, Keras and Pytorch & Agentic frameworks such as LangChain, Crew AI etc. • Industry experience designing complex scalable AI systems. • Experience and technical expertise across various science domains. Crucial ones being statistics, deep & machine learning. • Experience creating data pipelines & proficient in querying data from Spark/HIVE/Redshift/other large scale data warehousing platforms. • Expert in distilling informal customer requirements into problem definitions, dealing with ambiguity and formulating ML products to solve these problems. Key job responsibilities In this position, you will be a key contributor (with direct leadership visibility) building, productionizing (real & batch) and measuring impact of state of the art personalized Gen AI systems for Amazon global selling partners and contribute to Amazon wide research in this area in the form of publications and white papers. You will work with global leaders and teams across time zones on a regular basis. About the team Millions of Sellers list their products for sale on the Amazon Marketplace. Sellers are a critical part of Amazon’s ecosystem to deliver on our vision of offering the Earth’s largest selection and lowest prices. In this ecosystem our team plays a critical role in enabling Sellers across EU5, China, Japan, Australia, Brazil and Turkey to make their Selection available to customers globally and deliver the experience they have come to expect from Amazon. We help independent sellers compete against our first-party business by investing in and offering them the very best selling tools we could imagine and build. We are pushing the boundaries of these machine learning tools in areas of Agentic, recommendation and forecasting systems to help our sellers sell more and across borders.
ES, M, Madrid
Are you interested in changing how Amazon does marketing — moving beyond platform-optimized broad reach to campaigns that find the right customer, at the right moment, using Amazon's unmatched 1P data? We are seeking an Applied Scientist to join PRIMAS (Prime & Marketing Analytics and Science). In this role, you will design and run the experiments that answer the foundational question for EU marketing: does adding 1P audience signal on top of Value-Based Optimization (VBO) improve marketing efficiency — and if so, for which customer cohorts, on which surfaces, and at what scale? Amazon's current marketing model is largely platform-led: we set objectives and let platforms optimize toward conversion. This approach works well for broad acquisition but systematically underserves lifecycle goals — it cannot distinguish between a Bargain Hunter who will never pay full price and a high-potential customer one nudge away from becoming a Prime member. This role sits at the center of changing that. You will build the 1P audiences, design the experiments that test them, and generate the evidence that guides how Amazon allocates hundreds of millions in marketing spend. Year 1 is an experimentation year. You will deploy 1P audiences across multiple surfaces and channels — Meta, Google, Amazon Display Ads — and measure incrementally against VBO baselines. The goal is not to replace platform optimization but to understand when and where the combination of 1P signal + VBO outperforms VBO alone, and to build the experimental infrastructure that makes this learning scalable. Key job responsibilities 1P Audience Development & Experimentation: - Build and validate 1P audience segments from Amazon behavioral, transactional, and lifecycle data - Design experiments that isolate the incremental effect of 1P audience signal over platform VBO baselines - Deploy audiences across activation surfaces and establish measurement standards that make cross-surface comparison valid Causal Measurement & Incrementality: - Apply causal inference methods to measure the true incremental lift of audience-based targeting vs. VBO - Develop power analysis frameworks and guardrails that enable rapid experimentation without underpowered or conflated tests - Deliver optimization recommendations grounded in experimental evidence: which cohorts respond, which surfaces deliver, which creative strategies drive behavior change Scaling the Learning: - Build reusable audience and measurement frameworks that can be deployed across campaigns and channels — year 1 experiments should produce infrastructure, not one-off analyses - Document experimental learnings in a way that informs both the 2026 roadmap and the business case for investing further in 1P audience capabilities in 2027+ - Partner with engineering and PMT to translate validated audience prototypes into production-ready solutions that scale beyond the experimentation phase About the team The PRIMAS team, is part of a larger tech tech team of 100+ people called WIMSI (WW Integrated Marketing Systems and Intelligence). WIMSI core mission is to accelerate marketing technology capabilities that enable de-averaged customer experiences across the marketing funnel: awareness, consideration, and conversion.