Amazon is experimenting with replacing traditional job titles in parts of its organisation. According to an internal memo reviewed by the news agency Reuters, the change will affect product-focused employees in its Ring and Blink units, where workers will no longer use titles such as “senior” or “lead.” Instead, employees will be referred to as “builders,” while managers will be called “builder leaders.” This change comes as part of a broader effort to reshape internal structure and reduce hierarchy.
Internal Memo Details the Shift
In an internal memo seen by Reuters, Jason Mitura, Amazon's chief product officer who is overseeing the transition, wrote, “We’re committed to making this an organization of the future, and that means being transparent and open to change. We’re moving to a single job family: Builder. As Builders, we define and reward success through one question: what is the scope and magnitude of the customer value you create?” The move is being introduced during Amazon’s annual review cycle and is positioned as a structural shift rather than a performance-related decision, the Reuters report added.
The company said the change is aimed at aligning teams around outcomes and customer impact, rather than formal designations. The update reflects a broader company-wide push to simplify processes and encourage experimentation across teams.
How the ‘Builder’ Title is Being Adopted Across Silicon Valley
The term “builder” has increasingly been used in the technology industry to describe individuals who can independently handle complex tasks, often with the help of AI tools. Other companies, including Meta and Block, have also experimented with similar terminology in recent months.
However, some employees expressed concerns that removing formal titles could make it harder to track career progression, promotions, and compensation growth. Amazon said these concerns are not warranted. A company spokesperson told Reuters, “Compensation, growth, and promotion paths remain unchanged,” adding that the change is intended to “help foster a culture of experimentation and deliver for customers more efficiently.”
The initiative comes as CEO Andy Jassy continues efforts to reduce internal bureaucracy, including introducing mechanisms to identify and remove unnecessary processes. Amazon indicated that the new structure will be reviewed over time, and adjustments may be made if needed.
