AfroTech logo and headshots of  Dela Agbemabiese, Justin Barry, Nashlie Sephus and Colby Wise.
With AfroTech World occurring this week, we asked some of the company's Black scientists what they consider some of the systemic issues limiting underrepresented minorities from being more involved in the technology industry. We heard from Dela Agbemabiese (lower left), a data scientist, Justin Barry (upper left), applied scientist, Nashlie Sephus (upper right), applied science manager, and Colby Wise (lower right), senior deep learning scientist.
Credit: Glynis Condon

Issues of racial, ethnic and gender diversity are on the agenda at AfroTech World

Amazon scientists provide insights on issues related to lack of involvement of underrepresented minorities in the technology industry.

As CNBC reported earlier this year, six years after initially disclosing diversity reports, major technology companies have made little progress in hiring more minorities, especially Black employees with science and technology skills.

This presents a series of ongoing challenges. According the US Bureau of Labor Statistics (BLS), nearly one-quarter of the country’s total economic output is produced by high-tech industries, and in 2017 BLS projected there would be more than 1 million job openings in computer and information technology over the next 10 years. Moreover, computing occupation salaries are more than twice the median wage for all other occupations, according to BLS.

“When we look at tech and its impact on our economy, and the simultaneous underrepresentation of the Black community, it is a critically important racial and economic justice issue," says Allison Scott, CEO of the Kapor Center. “When the tech workforce and leadership reflects the diverse experiences and backgrounds of our nation, I believe tech can begin to play an integral role in addressing long-standing disparities that exist in this country.”

As of December 31, 2019, Amazon reported that 26.5% of its global workforce identifies as Black/African American, 26.5% Asian, 18.5% Hispanic/Latinx, 1.3% as Native American, and 3.6% as two or more races.  The 26.5% of employees who identify as Black/African American work in both non-technical and technical roles.

This week at AfroTech World, issues related to the lack of adequate racial, ethnic, and gender diversity within the technology industry are on the agenda as leaders in technology and business come together to exchange ideas for creating greater opportunity for Blacks in technology.  Amazon is a Diamond Sponsor of this year’s event, and has a virtual recruiting booth.  

On Nov. 13, the company is hosting a virtual event, “Our Voices, Our Power”, presented by Amazon’s Black Employee Network (BEN) affinity group. Attendees will hear employees share their Amazon journey stories, learn about career opportunities, and enjoy entertainment.

In advance of AfroTech, Amazon Science asked some of the company’s Black scientists what they consider some of the systemic issues limiting underrepresented minorities’ involvement in the technology industry, about some of the issues they have had to overcome in pursuing their science careers, who or what inspired them to pursue their science careers, and what lessons we might take from their individual experiences. 

Dela Agbemabiese is a data scientist within Amazon’s advertising organization. He earned his master’s degree in business administration from Drexel University.

Dela Agbemabiese
Dela Agbemabiese

What do you consider some of the systemic issues limiting underrepresented minorities from greater employment opportunities in the technology industry?

Lack of financial resources to stimulate curiosity in tech, lack of mentors or heroes to look up to due to low representation, and societal prejudice hindering opportunities.

Lack of financial resources to stimulate curiosity in tech. I have been fortunate and blessed my entire life.  All gratitude goes to my parents. I was born in Ghana, West Africa. My mom was a nurse, and my dad an economist. Due to the nature of my dad’s work, I got the opportunity to travel a lot as a kid, got enrolled into a course at eight years old to get a Linux command line certificate, and always had access to tech resources. My parents sacrificed to ensure I attended the best schools, and there is not a single thing I ever asked for that I did not get. This may not be the case for all children, whose parents are possibly working hard doing multiple jobs, and in some cases are single parents. If the financial resources I had were similar to that of many minority children, it would be unlikely for me to be where I am today.

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Lack of mentors or heroes to look up to due to low representation. While my dad was heavy on econometrics and I learned a thing or two from him, it was my cousin Martey to whom I looked up. He was brilliant academically, and I always wanted to be like him. He tutored me in math and physics, thus giving me an edge over my classmates. Martey was not my only mentor, in fact, I had many, including Yao Obeng, who helped me nurture my creativity and problem-solving skills. Many minority children may not have mentors or heroes within tech to encourage and inspire interest in tech-related careers. If I did not have these mentors to motivate me, it would be unlikely for me to be where I am today.

Societal prejudice hindering opportunities. Growing up in Ghana, prejudice did not exist from a racial standpoint. Once I moved to the United States for my undergraduate degree, this became a reality. My minority friends and I have had to work twice as hard as our peers to prove we are as good as our credentials. We strived to invalidate stereotypes about minorities through the quality of our work and our work ethic. With everything I do, in the back of my mind I am thinking about how my actions or inactions affect the perception towards minorities: am I enabling some of these unfounded prejudices? Or am I, through my work, educating my peers and superiors? For me, this societal prejudice only began when I came to the United States for my undergraduate degree, but imagine the minority children out there who have had to live with this their entire lives. It sure can get demoralizing.

What are some of the obstacles you had to overcome in pursuing your science career?

Societal prejudice hindering opportunities. I have been lucky to have managers and peers that are inclusive and open-minded, that judge me based on the quality of my work. Rachel McKitrick was my first manager in Amazon. I joined Amazon as a business analyst, despite my previous role as a senior data scientist. I just wanted to join Amazon! Rachel knew my business analyst role was not ideal, and gave me projects that were science oriented, which ultimately enabled my transition to scientist. My second manager, Monica Wu, always made herself available to chat and made me feel like my voice and opinion mattered. My current team managed by Dauwe Vercamer and Andrew Petschek welcomed me with open arms, gave me opportunities to shine and lead within the team. They provide direct feedback that has made me a much better scientist today.

I have had the privilege of learning from a lot of people. Societal prejudice may be harder to solve for, but I believe a good place to start will be to find means for minority youth to gain access to some of the brilliant minds within the technology industry, be it through some virtual teaching programs, or through some mentoring programs. The prejudice may exist, the financial resources may be sparse or non-existent, but with heroes and mentors to look up to, a child’s imagination can be sparked for what could be.

Who or what inspired you to pursue your science career, and what lessons can we take from your experience?

My dad due to his econometrics background, and my childhood mentors who encouraged me to put math and science ahead of basketball and soccer. Since then, I have had lots of mentors along the way, especially here at Amazon. Individuals such as Leo Razoumov, Pranjal Mallick, Amy Ruschak, John Lafayette, and Oded Netzer, who have helped shape me into a better scientist.

My advice to Black students interested in a STEM career, or other Black scientists is to find mentors, and get them involved in your work. Meet with them once a week for even 10 minutes, and let them influence your work.

Justin Barry is an applied scientist with Amazon’s Prime Video organization. He earned his master’s degree in computer science from the University of Central Florida.

Justin Barry
Justin Barry

What do you consider some of the systemic issues limiting underrepresented minorities from greater employment opportunities in the technology industry?

This is a massive topic with a myriad of associated socioeconomic issues. One issue that jumps to the forefront for me is the schools where leading companies within the tech industry recruit from. Traditionally, these companies have limited their recruitment to top universities where Blacks and other underrepresented minorities comprise a small percentage of the student population. This is beginning to change, but I believe technology companies need to more aggressively expand their recruitment efforts, especially among historically Black colleges and universities (HBCUs).

What are some of the obstacles you had to overcome in pursuing your science career?

One issue is imposter syndrome — the idea that you're not good enough and you’re only in your position because you’ve been given special treatment. Although imposter syndrome is something everyone experiences, I think it’s particularly acute for Blacks given the clear underrepresentation within the technology industry. Imposter syndrome can touch all aspects of your job if you’re unaware, or if you don’t have the tools to deal with it. Not everyone has the tools to deal with it, and I suspect not everyone has correctly identified the problem.

Who or what inspired you to pursue your science career, and what lessons can we take from your experience?

Video games sparked my interest in computer science, and more specifically artificial intelligence. My undergraduate degree is in computer science and math, and machine learning and AI provide the opportunity to apply my computer science and math skills to real-world applications.

Nashlie Sephus is an applied science manager within Amazon Web Services Ai. She earned her PhD in electrical and computer engineering from Georgia Tech.

Nashlie Sephus
Nashlie Sephus

What do you consider some of the systemic issues limiting underrepresented minorities from greater employment opportunities in the technology industry?

Imposter syndrome is one issue I find common within underrepresented minority groups. It’s a feeling of being convinced that you don’t belong in the industry, or within advanced roles in the industry, regardless of your accolades and accomplishments. It is as if they are not real or didn’t happen. This is often due to not seeing many others who look like you in similar or higher positions. ‘You can’t be what you can’t see’ is a common thought. Also, there are few mentors or support systems for these groups, and as a black/female/engineer/scientist, you sometimes feel like the minority of the minority, which further isolates you.  

What are some of the obstacles you had to overcome in pursuing your science career?

At times, I have had to fight for myself and members of my teams for equal pay and advancement in my career. I also have needed to develop mechanisms to be heard when it was difficult to convey messages to those around me. I’m usually quiet and reserved, but over the years I’ve learned how to gain respect from peers by being more outspoken even, or especially, when I disagreed. This is one reason why I appreciate Amazon’s leadership principle: Have Backbone; Disagree and Commit. 

Who or what inspired you to pursue your science career, and what lessons can we take from your experience?

I grew up in a house full of women where we often did our own chores, like fixing and repairing things around the house. I was also always going to summer math and science camps in elementary and middle school, especially a summer engineering camp for girls after my eighth grade science teacher recommended I attend. This was when I was first introduced to the various areas of engineering, and fell in love with computer science. Being able to control the hardware with software was fascinating to me. I knew then that’s what I wanted to do. This early exposure to science was key to me figuring out one of my passions, in addition to music and sports.

Colby Wise is a senior deep learning scientist and manager within the AWS Machine Learning Solutions Lab. He earned his master’s degree in computer science from the Columbia University Fu Foundation School of Engineering and Applied Sciences.

Colby Wise
Colby Wise

What do you consider some of the systemic issues limiting underrepresented minorities from greater employment opportunities in the technology industry?

Educational opportunity. Science, technology, engineering, and math (STEM) careers in the technology industry are highly competitive. Over the years, we’ve seen advanced tools and technologies like cloud technology, machine learning, and deep learning, that were once reserved only for large companies or prestigious universities being utilized by students as early as junior high school. While this has created and accelerated educational opportunities for millions of students globally, the reality is that not all have been able to benefit. In the United States, public school funding varies significantly by geography, and where you grow up is a major factor in access to educational resources. Schools with advanced STEM courses and other after-school programs are valuable inroads for STEM students to accelerate their learning opportunities and explore careers in science. What’s more, these opportunities compound positively from lower educational levels to higher educational levels. While not the only factor, these programs are important when understanding the pipeline of underrepresented minorities in highly competitive industries like technology. For example, the US Federal Reserve conducted a study highlighting how educational attainment of parents plays an important role in children’s educational pursuits. Studies like this and others indicate that lower parental educational attainment may present a unique challenge for students. One potential consequence of underrepresentation of minorities in advanced degrees is that employment opportunities often arise from one’s social network, employee referrals, for example. This can be summarized as both an employment funnel problem and a network problem. While not always the case, a more diverse workforce can build connections to underrepresented talent pools. 

Financial equality. In a study from 2020, the US Federal Reserve found large and persistent gaps in net wealth and earnings by race and ethnicity. While education is a significant factor in wage gaps, the St. Louis Federal Reserve found net wealth by race was not as positively correlated with educational attainment for minorities. Educational attainment is extremely important. Many highly technical roles require advanced degrees. Financial equality and opportunity as characterized by job salary prospects, current income and net wealth, and access to educational funding sources like loans are all potential factors impacting lower minority employment. In 2016, the Brookings Institution found the median household net wealth for Black and Hispanic families to be 1/8th  that of white households. When you consider the rising cost of college and advanced degrees, this income and net wealth gap may also play a factor in why employment among underrepresented minorities is lower in highly competitive industries like technology. Specifically, minorities whose households cannot readily pay for advanced degrees choose between the implications of high debt burdens and lower comparative earnings, and often must forsake advanced degrees to enter or stay in the workforce.

Leadership representation. Representation of minorities in leadership positions is relatively low. It is unclear how much educational opportunity and financial equality contribute to this, compared to other issues such as equitable pathways to senior leadership positions. In many companies in which I have worked, you notice a similar triangular pattern of minority leadership where representation at junior levels is more in-line with industry trends, while there is a dearth of representation as you reach more senior positions. No doubt there is work to be done to drive greater employment of underrepresented minorities at all levels. But simply increasing the representation at entry levels does not address other attrition and talent-retention hurdles. Overall, companies need to take a more systematic, data-driven approach to move the needle and find solutions to underrepresentation of minorities in the tech industry. For instance, companies should not be afraid to tackle the complex issues at multiple hierarchies, such as creating innovative solutions to drive educational opportunity while objectively measuring current pathways to employment within the tech industry. Furthermore, companies should ensure financial equality by aligning corporate incentives with fair pay distributions, minority leadership representation, and talent development and retention.  

What are some of the obstacles you had to overcome in pursuing your science career?

Educational opportunity. While everyone’s path is different, unfortunately my story is rather common given its similarity to those of many underrepresented minorities. I faced and overcame obstacles in educational and financial opportunity plus roadblocks to leadership roles. I attribute my luck mainly to the many individuals who provided a helping hand, plus a little bit of hard work sprinkled in. I grew up in a single-parent household in an impoverished, high-crime inner-city area. Despite this, my family valued education highly, and one of my parents had an advanced degree which was extremely rare for the area. Given that, I always ranked in the top 1% in my coursework while very young. That said, district educational attainment rates were low, and advanced coursework or programs for gifted students were nonexistent. However, prior to high school an unfortunate family event led to me moving from one of the poorest areas in the country to one of the best school districts nationally. After discovering how far behind I was in math and science, my family and I worked extremely hard over several years to get me back in line with my expected academic grade level. Now fast-forwarding to college: I, like many other minorities, did not have the means to pay for college, nor easy access to loans. After being selected to a number of great schools, my decision was ultimately driven by the amount of money I received in scholarships and grants. During college I followed the same recipe for success: tons of luck, humility to ask for help, and a bit of hard work to land an internship as a sophomore at a prestigious Wall Street investment bank. There I was surrounded by some of the smartest minds in STEM, with many having achieved advanced degrees from top universities around the world. The vast majority of these individuals did not look like me. Desperately wanting to be accepted and succeed among my peers in industry is what drove me to pursue a career in science, and many years later brought me to AWS.

Who or what inspired you to pursue your science career, and what lessons can we take from your experience?

Family and friends. Ultimately, doing what you love and constantly learning while being curious is the greatest inspiration one needs to pursue a career in science. As discussed above, studies have shown a correlation between parental educational attainment and children’s attainment. Thinking forward a bit, I combined my passion for what I love in science — AI/ML — with a selfish goal of wanting to be a living model for a career in science for my children. My greatest inspiration, however, is my wife. She discovered her passion for science at a very young age with plentiful opportunities to explore that passion, ultimately helping her reach the pinnacles of academia, where she received undergraduate and graduate degrees from two of the top universities in the world. Her passion for science, hard work, and humility continue to inspire me on a daily basis.

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Amazon Advertising is one of Amazon's fastest growing businesses. Amazon's advertising portfolio helps merchants, retail vendors, and brand owners succeed via native advertising, which grows incremental sales of their products sold through Amazon. The primary goals are to help shoppers discover new products they love, be the most efficient way for advertisers to meet their business objectives, and build a sustainable business that continuously innovates on behalf of customers. Our products and solutions are strategically important to enable our Retail and Marketplace businesses to drive long-term growth. We deliver billions of ad impressions and millions of clicks and break fresh ground in product and technical innovations every day! The Creative X team within Amazon Advertising time aims to democratize access to high-quality creatives (audio, images, videos, text) by building AI-driven solutions for advertisers. To accomplish this, we are investing in understanding how best users can leverage Generative AI methods such as latent-diffusion models, large language models (LLM), generative audio (music and speech synthesis), computer vision (CV), reinforced learning (RL) and related. As an Applied Scientist you will be part of a close-knit team of other applied scientists, engineers and product managers who are highly collaborative and at the top of their respective fields. We are looking for talented Applied Scientists who are adept at a variety of skills, especially at the interface of how users can use state-of-the-art generative music and audio, computer vision, latent diffusion or related foundational models that will accelerate our plans to generate high-quality creatives on behalf of advertisers. Every member of the team is expected to build customer (advertiser) facing features, contribute to the collaborative spirit within the team, publish, patent, and bring innovative research to raise the bar within the team. You will: - Drive the invention and development of novel methods for the use of Generative AI in ads - Work closely and integrate end-to-end proof-of-concept Machine Learning projects that have a high degree of ambiguity, scale and complexity. - Build interface-oriented systems that use Machine Learning models, perform proof-of-concept, experiment, optimize, and deploy your models into production; work closely with software engineers to assist in productionizing your ML models. - Run A/B experiments, gather data, and perform statistical analysis. - Establish scalable, efficient, automated processes for large-scale data analysis, machine-learning model development, model validation and serving. - Mentor and help recruit Applied Scientists to the team. - Present results and explain methods to senior leadership. - Willingness to publish research at internal and external top scientific venues. - Write and pursue IP submissions. Key job responsibilities This role is focused on developing Machine Learning and Generative AI methods to augment generative imagery and videos. You will develop new paradigms that will impact how users can engage and benefit from GenAI and that are at the core of advertising-facing tools that we are launching. You will also work on development of ML and GenAI models. You will conduct literature reviews to stay on the top of the field. You will regularly engage with product managers, who will partner with you to productize your work. About the team
US, NY, New York
We are seeking an Applied Scientist to develop and optimize Visual Inertial Odometry (VIO) and sensor fusion systems for our intelligent robots. In this role, you will design, implement, and deploy state estimation and tracking algorithms that enable robots to understand their position and motion in real time, even in challenging and dynamic environments. You will own the full pipeline from algorithm development through embedded deployment, ensuring that perception systems run efficiently on resource-constrained robotic hardware. You will also leverage modern machine learning approaches to push the boundaries of classical perception methods, combining learned representations with geometric techniques to achieve robust, real-time performance. This is a deeply hands-on role. You will work directly with sensors, hardware, and real-world data, while prototyping, testing, and iterating in physical environments. The ideal candidate has strong foundations in VIO and sensor fusion, practical experience optimizing algorithms for embedded platforms, and familiarity with how modern deep learning is transforming perception. Key job responsibilities - Design and implement Visual Inertial Odometry algorithms for robust real-time state estimation on robotic platforms like Sprout - Develop multi-sensor fusion pipelines integrating cameras, IMUs, and other sensing modalities for accurate pose tracking - Optimize perception and tracking algorithms for deployment on embedded hardware (e.g., ARM, GPU-accelerated edge devices) under strict latency and power constraints - Apply modern ML-based perception techniques (learned features, depth estimation, neural odometry) to complement and improve classical geometric approaches - Build and maintain calibration, evaluation, and benchmarking infrastructure for perception systems - Collaborate with hardware, controls, and navigation teams to integrate perception outputs into the robot’s autonomy stack - Lead technical projects from research prototyping through production deployment
US, NY, New York
The FAIM (Full Funnel Agentic Intelligence and Models) builds the agentic AI systems behind next-generation advertising. The team develops multimodal foundation models and LLM-driven agents that power shopper understanding, audience-aware creative generation, and agentic advertising workflows. As a Principal Applied Scientist for the FAIM team, you will invent the models that help advertisers achieve desired outcomes. Today's state of the art models can setup ad campaigns to a specification, but do not understand advertising strategy well enough to help with abstract goals that real advertisers ask about like "how can I make more money." This is a rare charter to build foundational optimization science where little exists today, spanning campaign recommendation, cross-product budget allocation, incrementality measurement, and long-term-sales modeling. You will set technical direction for a growing team, partner with engineering and product to take models from research to production at Amazon scale, and directly move advertiser ROAS and new-to-brand growth. In this role you will - Own the science vision for training models in our RL Gym from end-to-end - Invent models for joint budget allocation, incrementality, and long-term value - Take innovations from prototype to production serving live advertiser campaigns - Raise the technical bar across scientists and engineers Key job responsibilities - Define the long-term scientific vision for our RL Gym based training process focusing on campaign optimization and other advertising workflows - Translating ambiguous advertiser needs and competing objectives into a concrete science roadmap. - Invent, prototype, and productionize machine learning and optimization solutions for joint budget allocation across sponsored ad products, spanning the shopper journey from awareness to purchase. - Develop rigorous approaches to incrementality measurement and long-term-sales modeling that ground optimization in true advertiser value. - Design and lead large-scale experiments and analyses to validate hypotheses and guide product direction. - Partner closely with engineering and product to define technical contracts, data schemas, and serving systems that carry models into production. - Raise the technical bar across science and engineering through mentorship, design reviews, and hands-on collaboration. - Grow scientific talent and publish impactful research internally and at top-tier venues.
US, WA, Seattle
Amazon Advertising is one of Amazon's fastest growing and most profitable businesses. As a core product offering within our advertising portfolio, Sponsored Products (SP) helps merchants, retail vendors, and brand owners succeed via native advertising, which grows incremental sales of their products sold through Amazon. The SP team's primary goals are to help shoppers discover new products they love, be the most efficient way for advertisers to meet their business objectives, and build a sustainable business that continuously innovates on behalf of customers. Our products and solutions are strategically important to enable our Retail and Marketplace businesses to drive long-term growth. We deliver billions of ad impressions and millions of clicks and break fresh ground in product and technical innovations every day! Within Sponsored Products, the Bidding team is responsible for defining and delivering a collection of advertising products around bid controls (dynamic bidding, bid recommendations, etc.) that drive discovery and sales. Our solutions generate billions in revenue and drive long-term growth for Amazon’s Retail and Marketplace businesses. We deliver billions of ad impressions, millions of clicks daily, and break fresh ground to create world-class products. We are highly motivated, collaborative, and fun-loving team with an entrepreneurial spirit - with a broad mandate to experiment and innovate. You will invent new experiences and influence customer-facing shopping experiences to help suppliers grow their retail business and the auction dynamics that leverage native advertising; this is your opportunity to work within the fastest-growing businesses across all of Amazon! Define a long-term science vision for our advertising business, driven fundamentally from our customers' needs, translating that direction into specific plans for research and applied scientists, as well as engineering and product teams. This role combines science leadership, organizational ability, technical strength, product focus, and business understanding. Key job responsibilities • Lead a new initiative across Sponsored Products Bidding focused on AI/ML based features. • Be the technical leader in AI, Machine Learning; lead efforts within this team and across other teams. • Perform hands-on analysis and modeling of enormous data sets to develop insights that increase traffic monetization and merchandise sales, without compromising the shopper experience. • Drive end-to-end AI/Machine Learning projects that have a high degree of ambiguity, scale, complexity. • Build models, perform proof-of-concept, experiment, optimize, and deploy your models into production; work closely with software engineers to assist in productionizing your AI/ML models. • Run A/B experiments, gather data, and perform statistical analysis. • Establish scalable, efficient, automated processes for large-scale data analysis, machine-learning model development, model validation and serving. • Research new and innovative AI/ machine learning approaches. A day in the life Why you will love this opportunity: Amazon is investing heavily in building a world-class advertising business. This team defines and delivers a collection of advertising products that drive discovery and sales. Our solutions generate billions in revenue and drive long-term growth for Amazon's Retail and Marketplace businesses. We deliver billions of ad impressions, millions of clicks daily, and break fresh ground to create world-class products. We are a highly motivated, collaborative, and fun-loving team with an entrepreneurial spirit - with a broad mandate to experiment and innovate. Impact and Career Growth: You will invent new experiences and influence customer-facing shopping experiences to help suppliers grow their retail business and the auction dynamics that leverage native advertising; this is your opportunity to work within the fastest-growing businesses across all of Amazon! Define a long-term science vision for our advertising business, driven from our customers' needs, translating that direction into specific plans for research and applied scientists, as well as engineering and product teams. This role combines science leadership, organizational ability, technical strength, product focus, and business understanding. About the team The Sponsored Products and Brands team at Amazon Ads is re-imagining the advertising landscape through the latest 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. The SPB Bidding team within Sponsored Products and Brands is focused on guiding and supporting Millions of advertisers to meet their advertising needs of creating and managing ad campaigns. At this scale, the complexity of diverse advertiser goals, campaign types, and market dynamics creates both a massive technical challenge and a transformative opportunity: even small improvements in bidding systems can have outsized impact on advertiser success and Amazon’s retail ecosystem. Our vision is to build a highly personalized, context-aware bidding system that leverages auction simulations, ML models, and optimization algorithms. This framework, will operate across SPB bidding system and proactively delivering value based on deep understanding of the advertiser. To execute this vision, we collaborate closely with stakeholders across Ad Console, Sales, and Marketing to identify opportunities—from high-level product guidance down to granular recommendations—and deliver them through a tailored, personalized experience. Our work is grounded in state-of-the-art bidding agent architectures, tool integration, reasoning frameworks, and model customization approaches (including tuning and preference optimization), ensuring our systems are both scalable and adaptive.