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Amazon

The history of Amazon's recommendation algorithm

Collaborative filtering and beyond.

In 2017, when the journal IEEE Internet Computing was celebrating its 20th anniversary, its editorial board decided to identify the single paper from its publication history that had best withstood the “test of time”. The honor went to a 2003 paper called “Amazon.com Recommendations: Item-to-Item Collaborative Filtering”, by then Amazon researchers Greg Linden, Brent Smith, and Jeremy York.

Collaborative filtering is the most common way to do product recommendation online. It’s “collaborative” because it predicts a given customer’s preferences on the basis of other customers’.

“There was already a lot of interest and work in it,” says Smith, now the leader of Amazon’s Weblab, which does A/B testing (structured testing of variant offerings) at scale to enable data-driven business decisions. “The world was focused on user-based collaborative filtering. A user comes to the website: What other users are like them? We sort of turned it on its head and found a different way of doing it that had a lot better scaling and quality characteristics for online recommendations.”

The better way was to base product recommendations not on similarities between customers but on correlations between products. With user-based collaborative filtering, a visitor to Amazon.com would be matched with other customers who had similar purchase histories, and those purchase histories would suggest recommendations for the visitor.

With item-to-item collaborative filtering, on the other hand, the recommendation algorithm would review the visitor’s recent purchase history and for each purchase, pull up a list of related items. Items that showed up repeatedly across all the lists were candidates for recommendation to the visitor. But those candidates were given greater or lesser weight depending on how related they were to the visitors’ prior purchases.

That notion of relatedness is still derived from customers’ purchase histories: item B is related to item A if customers who buy A are unusually likely to buy B as well. But Amazon’s Personalization team found, empirically, that analyzing purchase histories at the item level yielded better recommendations than analyzing them at the customer level.

Family ties

Beyond improving recommendations, item-to-item collaborative filtering also offered significant computational advantages. Finding the group of customers whose purchase histories most closely resemble a given visitor’s would require comparing purchase histories across Amazon’s entire customer database. That would be prohibitively time consuming during a single site visit.

The alternatives are either to randomly sample other customers in real time and settle for the best matches found or to build a huge offline similarity index by comparing every customer to every other. Because Amazon customers’ purchase histories can change dramatically in the course of a single day, that index would have to be updated regularly. Even offline indexing presents a huge computational burden.

Consumer division CEO Jeff Wilke discusses the history of Amazon's recommendation algorithm
Excerpt from keynote at re:MARS 2019

On average, however, a given product sold on Amazon.com is purchased by only a tiny subset of the site’s customers. That means that inspecting the recent-purchase histories of everyone who bought a given item requires far fewer lookups than identifying the customers who most resemble a given site visitor. Smith and his colleagues found that even with early-2000s technology, it was computationally feasible to produce an updated list of related items for every product on the Amazon site on a daily basis.

The crucial question: how to measure relatedness. Simply counting how often purchasers of item A also bought item B wouldn’t do; that would make a few bestsellers like Harry Potter books and trash bags the top recommendations for every customer on every purchase.

Instead, the Amazon researchers used a relatedness metric based on differential probabilities: item B is related to item A if purchasers of A are more likely to buy B than the average Amazon customer is. The greater the difference in probability, the greater the items’ relatedness.

When Linden, Smith, and York published their paper in IEEE Internet Computing, their item-based recommendation algorithm had already been in use for six years. But it took several more years to identify and correct a fundamental flaw in the relatedness measure.

Getting the math right

The problem: the algorithm was systematically underestimating the baseline likelihood that someone who bought A would also buy B. Since a customer who buys a lot of products is more likely to buy A than a customer who buys few products, A buyers are, on average, heavier buyers than the typical Amazon customer. But because they’re heavy buyers, they’re also unusually likely to buy B.

Smith and his colleagues realized that it wasn’t enough to assess the increased likelihood of buying product B given the purchase of product A; they had to assess the increased likelihood of buying product B with any given purchase. That is, they discounted heavy buyers’ increased likelihood of buying B according to the heaviness of their buying.

“That was a large improvement to recommendations quality, when we got the math right,” Smith says.

That was more than a decade ago. Since then, Amazon researchers have been investigating a wide variety of ways to make customer recommendations more useful: moving beyond collaborative filtering to factor in personal preferences such as brands or fashion styles; learning to time recommendations (you may want to order more diapers!); and learning to target recommendations to different users of the same account, among many other things.

In June 2019, during a keynote address at Amazon’s first re:MARS conference, Jeff Wilke, the CEO of Amazon’s consumer division, highlighted one particular advance, in the algorithm for recommending movies to Amazon’s Prime Video customers. Amazon researchers’ innovations led to a twofold improvement in that algorithm’s performance, which Wilke described as a “once-in-a-decade leap”.

Entering the matrix

Recommendation is often modeled as a matrix completion problem. Imagine a huge grid, whose rows represent Prime Video customers and whose columns represent the movies in the Prime Video catalogue. If a customer has seen a particular movie, the corresponding cell in the grid contains a one; if not, it’s blank. The goal of matrix completion is to fill in the grid with the probabilities that any given customer will watch any given movie.

In 2014, Vijai Mohan’s team in the Personalization group — Avishkar Misra, Jane You, Rejith Joseph, Scott Le Grand, and Eric Nalisnick — was asked to design a new recommendation algorithm for Prime Video. At the time, the standard technique for generating personalized recommendations was matrix factorization, which identifies relatively small matrices that, multiplied together, will approximate a much larger matrix.

Inspired by work done by Ruslan Salakhutdinov — then an assistant professor of computer science at the University of Toronto — Mohan’s team instead decided to apply deep neural networks to the problem of matrix completion.

The typical deep neural network contains thousands or even millions of simple processing nodes, arranged into layers. Data is fed into the nodes of the bottom layer, which process it and pass their results to the next layer, and so on; the output of the top layer represents the result of some computation.

Training the network consists of feeding it lots of sample inputs and outputs. During training, the network’s settings are constantly adjusted, until they minimize the average discrepancy between the top layer’s output and the target outputs in the training examples.

Reconstruction

Matrix completion methods commonly use a type of neural network called an autoencoder. The autoencoder is trained simply to output the same data it takes as input. But in-between the input and output layers is a bottleneck, a layer with relatively few nodes — in this case, only 100, versus tens of thousands of input and output nodes.

As a consequence, the network can’t just copy inputs directly to outputs; it must learn a general procedure for compressing and then re-expanding every example in the training set. The re-expansion will be imperfect: in the movie recommendation setting, the network will guess that customers have seen movies they haven’t. But when, for a given customer-movie pair, it guesses wrong with high confidence, that’s a good sign that the customer would be interested in that movie.

To benchmark the autoencoder’s performance, the researchers compared it to two baseline systems. One was the latest version of Smith and his colleagues’ collaborative-filtering algorithm. The other was a simple listing of the most popular movie rentals of the previous two weeks. “In the recommendations world, there’s a cardinal rule,” Mohan says. “If I know nothing about you, then the best things to recommend to you are the most popular things in the world.”

To their mild surprise, the item-to-item collaborative-filtering algorithm outperformed the autoencoder. But to their much greater surprise, so did the simple bestseller list. The autoencoder’s performance was “so bad that we had to go and doublecheck and re-run the experiments multiple times,” Mohan says. “I was giving a hard time to the scientists. I was saying, ‘You probably made a mistake.’”

Once they were sure the results were valid, however, they were quick to see why. In a vacuum, matrix completion may give the best overview of a particular customer’s tastes. But at any given time, most movie watchers will probably opt for recent releases over neglected classics in their preferred genres.

Neural network classifiers with time considerations
Amazon researchers found that using neural networks to generate movie recommendations worked much better when they sorted the input data chronologically and used it to predict future movie preferences over a short (one- to two-week) period.
Amazon

So Mohan’s team re-framed the problem. They still used an autoencoder, but they trained it on movie-viewing data that had been sorted chronologically. During training, the autoencoder saw data on movies that customers had watched before some cutoff time. But it was evaluated on how well it predicted the movies they had watched in the two-week period after the cutoff time.

Because Prime Video’s Web interface displays six movie recommendations on the page associated with each title in its catalogue, the researchers evaluated their system on whether at least one of its top six recommendations for a given customer was in fact a movie that that customer watched in the two-week period after the cutoff date. By that measure, not only did the autoencoder outperform the bestseller list, but it also outperformed item-to-item collaborative filtering, two to one. As Wilke put it at re:MARS, “We had a winner.”

Whether any of the work that Amazon researchers are doing now will win test-of-time awards two decades hence remains to be seen. But Smith, Mohan, and their colleagues will continue to pursue new approaches to designing recommendation algorithms, in the hope of making Amazon.com that much more useful for customers.


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Amazon delights millions of customers around the world. Meet the behind the scenes team that enables our Human Resource and Operations Leaders to make informed decisions. The Amazon PeopleInsight team builds reporting and analytics tools for our teams that fulfill customer promise every day. Whether it is Fulfillment Center team that delivers your Prime order in two days, our Amazon Locker team that lets you pick up your package anytime that is convenient for you, our Prime Now team getting you lunch in under an hour, or one of many more, the PeopleInsight group is there providing people metrics along the employee lifecycle for our global operations businesses. The PeopleInsight team is a collaborative group of Business Analysts, Business Intelligence Engineers, Data Engineers, Data Scientists, Product Managers, and Program Managers dedicated to empowering leaders and enabling action through data and science. We deliver workforce, associate experience, and leadership insights so Amazon leaders can focus their efforts in ways that will engage, retain and grow their associates.We are now recruiting for an exceptional Data Scientist, Worldwide OperationsThe ideal candidate will be:· A Well-Rounded Athlete –Like a true athlete, you understand that we succeed or fail as a team. You are always ready to step up beyond your core responsibilities and go the extra mile for the project and your team. You nimbly overcome barriers to deliver the best products more quickly than expected.· A Perpetual Student – You seek knowledge and insight. You challenge yourself to turn moments into master’s classes. Whether closing a gap, developing a new skill, or staying ahead of your industry, you revel in the joy of learning and growing.· A Skilled Communicator – You excel when interacting with business and technical partners whether you are chatting, sending a written message, or conducting a presentation.· A Trusted Advisor – You work closely with stakeholders to define key business needs and deliver on commitments. You enable effective decision making by retrieving and aggregating data from multiple sources and compiling it into a digestible and actionable format.· An Inventor at Heart – You innovate on behalf of your customer by proactively implementing improvements, enhancements, and customizations. Your customers marvel at your creative solutions to challenges they had not yet identified.· A Fearless Explorer – You are drawn to take on the hardest problems, navigate ambiguity, and battle skepticism. You never settle, even in the face of overwhelming obstacles.Roles and ResponsibilitiesSuccess in this role will include influencing within your team and mentoring peers. The problems you will consider will be difficult to solve and often require a range of data science methodologies combined with subject matter expertise. You will need to be capable of gathering and using complex data set across domains. You will deliver artifacts on medium size projects, define the methodology, and own the analysis. Your findings will affect important business decisions. Solutions are testable and reproducible. You will create documents and share findings in line with scientific best practices for both technical and nontechnical audiences.Amazon is an Equal Opportunity-Affirmative Action Employer – Minority / Female / Disability / Veteran / Gender Identity / Sexual Orientation.
US, CA, Virtual Location - California
The Amazon Economics Team is hiring Interns in Economics. We are looking for detail-oriented, organized, and responsible individuals who are eager to learn how to work with large and complicated data sets. Some knowledge of econometrics, as well as basic familiarity with Stata or R is necessary, and experience with SQL, UNIX, and Sawtooth would be a plus.These are full-time positions at 40 hours per week, with compensation being awarded on an hourly basis. You will learn how to build data sets and perform applied econometric analysis at Internet speed collaborating with economists, data scientists and MBAʼs. These skills will translate well into writing applied chapters in your dissertation and provide you with work experience that may help you with placement.Roughly 50% of research assistants from previous cohorts have converted to full time data science or economics employment at Amazon. If you are interested, please send your CV to our mailing list at econ-internship@amazon.com.Amazon is an Equal Opportunity-Affirmative Action Employer – Minority / Female / Disability / Veteran / Gender Identity / Sexual Orientation
US, CA, Palo Alto
The Amazon Search team creates powerful, customer-focused search and advertising solutions and technologies. Whenever a customer visits an Amazon site worldwide and types in a query or browses through product categories, A9 Product Search services go to work. We design, develop, and deploy high performance, fault-tolerant distributed search systems used by millions of Amazon customers every day. Our Search team works to maximize the quality and trustworthiness of the search experience for visitors to Amazon websites worldwide.Our mission is to provide customers' trust and confidence in Amazon Search shopping experience. We identify problems that are customer trust busters at Amazon, deliver scalable and responsive solutions to these issues, and build experiences that gain customer trust using advanced machine learning methods. We carefully monitor the trustworthiness of the search results and dive deep when we see an unusual pattern. Most of the models used by our team is semi-supervised or unsupervised using small amount of labeled data.In this role you will leverage your strong statistical background to help build the next generation of our machine learning methods to discover untrustworthy search engagements, unsual patterns, and estimate a probability of risk for each item. This role requires a pragmatic technical leader comfortable with ambiguity, capable of summarizing complex data and models through clear visual and written explanations. The ideal candidate will have experience with machine learning models, graph algorithms, and information retrieval algorithms at scale. Additionally, we are seeking candidates with strong rigor in applied sciences and engineering, creativity, curiosity, and great judgment.
IN, KA, Bengaluru
Do you want to join an innovative team of scientists who use machine learning and statistical techniques to create state-of-the-art solutions for providing better value to Amazon’s customers? Do you want to build and deploy advanced algorithmic systems that help optimize millions of transactions every day? Are you excited by the prospect of analyzing and modeling terabytes of data to solve real world problems? Do you like to own end-to-end business problems/metrics and directly impact the profitability of the company? Do you like to innovate and simplify? If yes, then you may be a great fit to join the Machine Learning and Data Sciences team for India Consumer Businesses.If you have an entrepreneurial spirit, know how to deliver, love to work with data, are deeply technical, highly innovative and long for the opportunity to build solutions to challenging problems that directly impact the company's bottom-line, we want to talk to you.Major responsibilities· · Use machine learning and analytical techniques to create scalable solutions for business problems· · Analyze and extract relevant information from large amounts of Amazon’s historical business data to help automate and optimize key processes· · Design, development, evaluate and deploy innovative and highly scalable models for predictive learning· · Research and implement novel machine learning and statistical approaches· · Work closely with software engineering teams to drive real-time model implementations and new feature creations· · Work closely with business owners and operations staff to optimize various business operations· · Establish scalable, efficient, automated processes for large scale data analyses, model development, model validation and model implementation· · Mentor other scientists and engineers in the use of ML techniques
US, MA, Cambridge
MULTIPLE POSITIONS AVAILABLEEntity: Amazon.com Services LLCJob Title: Applied Scientist IILocation: Cambridge, MAPosition Responsibilities:Designing, developing, evaluating, deploying, and updating data-driven models and analytical solutions for speech and language understanding applications. Developing practical solutions to complex problems. Translating business and functional requirements into concrete deliverables and building quick prototypes or proofs of concept with team members. Solving technical challenges related to speech and language understanding technologies. Mentoring junior engineers and scientists.Amazon.com is an Equal Opportunity-Affirmative Action Employer – Minority / Female / Disability / Veteran / Gender Identity / Sexual Orientation #0000
IN, KA, Bangalore
Amazon is investing heavily in building a world class advertising business and we are responsible for 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. We are highly motivated, collaborative and fun-loving with an entrepreneurial spirit and bias for action. With a broad mandate to experiment and innovate, we are growing at an unprecedented rate with a seemingly endless range of new opportunities.The Moderation and Relevance System (MARS) team, based in Bangalore, is responsible for ensuring that ads are relevant and is of good quality, leading to higher conversion for the sellers and providing a great experience for the customers. We deal with one of the world’s largest product catalog, handle billions of requests a day with plans to grow it by order of magnitude and use automated systems to validate tens of millions of offers submitted by thousands of merchants in multiple countries and languages.In this role, you will build and develop ML models to address content intelligence problems, build advanced algorithms in detecting and generating content. These models will rely on a variety of visual and textual features requiring expertise in both domains. These models need to scale to multiple languages and countries. You will collaborate with engineers and other scientists to build, train and deploy these models. You will propose hypotheses, validate these offline and run A/B tests to validate them online. As part of these activities, you will develop production level code that enables moderation of millions of ads submitted each day.