Amazon Ads call for proposals — Spring 2025

Advancing customer protections in the era of artificial intelligence in digital advertising.

About this CFP

Amazon Ads is committed to protect customers from fraud, abuse, illegal and harmful content. We prioritize customer protection through a comprehensive approach of strict policies, thorough review processes, and safety measures to ensure digital advertising content meet high standards. We maintain robust reporting systems, allowing for swift action against policy violations. These multilayered safeguards work in tandem to shield customers from exposure to abusive and harmful content, fostering a secure advertising environment for both consumers and advertisers.

We welcome proposals in the context of digital advertising in the following research tracks:

  1. Fraud, Abuse, and financial scams
  2. Behavioral foundational models to distinguish human and bot behavior
  3. Multi-modal classification of online content and websites
  4. Device and website identification
  5. Detection of plagiarized content
  6. Cyber threat activity, malicious and adversarial misuse of AI and LLMs
  7. Decentralized identifiers, verifiable credentials, data lineage and transparency
  8. Large language models for labeling, annotation and auditing of model performance
  9. Detection and mitigation of hallucination in LLMs for content analysis
  10. Protection of vulnerable individuals, specially child and teen safety

Timeline

Submission period: March 19 to May 7, 2025 (11:59PM Pacific Time).
Decision letters will be sent out in August 2025.

Award details

Selected Principal Investigators (PIs) may receive the following:

  1. Unrestricted funds, no more than $80,000 USD on average
  2. AWS Promotional Credits, no more than $40,000 USD on average
  3. Training resources, including AWS tutorials and hands-on sessions with Amazon scientists and engineers

Awards are structured as one-time unrestricted gifts. The budget should include a list of expected costs specified in USD, and should not include administrative overhead costs. The final award amount will be determined by the awards panel.

Eligibility requirements

Please refer to the ARA Program rules on the Rules and Eligibility page.

Proposal requirements

Proposals should be prepared according to the proposal template. In addition, to submit a proposal for this CFP, please also include the following information:

  1. Description of the proposed solution and its innovative aspects
  2. Explanation of how the project addresses the specified challenges
  3. Plan for the development and implementation of the methodology or dataset
  4. Potential impact on customer protections
  5. List of open-source tools, datasets or methodologies you plan to contribute to
  6. List of AWS tools you will use

Selection criteria

Proposals will be reviewed by a panel of experts. Proposals will be evaluated on the following:

  1. Immediate and sizeable impact on customer protections
  2. Practicality and scalability of the solutions
  3. Feasibility and clarity of the proposed approach
  4. Potential for widespread adoption and implementation
  5. Feasibility to open source
  6. Generation of publicly available benchmarks (metrics and data sets)

Expectations from recipients

To the extent deemed reasonable, Award recipients should acknowledge the support from ARA. Award recipients will inform ARA of publications, presentations, code and data releases, blogs/social media posts, and other speaking engagements referencing the results of the supported research or the Award. Award recipients are expected to provide updates and feedback to ARA via surveys or reports on the status of their research. Award recipients will have an opportunity to work with ARA on an informational statement about the awarded project that may be used to generate visibility for their institutions and ARA.

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The Sponsored Products and Brands (SPB) team at Amazon Ads is re-imagining advertising through generative AI, transforming how millions of customers discover products and engage with brands across Amazon.com and beyond. We bridge human creativity with artificial intelligence across the full advertising lifecycle—from ad creation and optimization to performance analysis and customer insights. Within SPB, the Off-Search team builds ad experiences across surfaces beyond Search—product detail pages, the homepage, and store-in-store pages. Our team is specifically focused on ad and experience expansion on Homepage: growing the number of ad placements, introducing new widget formats, and delivering richer, more personalized ad experiences that integrate naturally with the shopping journey. We partner with Amazon Stores to ensure ads complement organic recommendations—new arrivals, deals, basket-building content, and fast-delivery options—while adapting to shopper preferences, seasonal moments, and diverse page layouts. We operate full stack, from backend retrieval and auction systems to the shopper-facing experience layer. If you're energized by solving complex challenges at the intersection of ads, personalization, and customer experience, join us in shaping the future of advertising on Amazon's most visited surface. Key job responsibilities This role will be pivotal in redesigning how ads contribute to a personalized, relevant, and inspirational shopping experience, with the customer value proposition at the forefront. Key responsibilities include, but are not limited to: - Contribute to the design and development of GenAI, deep learning, multi-objective optimization and/or reinforcement learning empowered solutions to transform ad retrieval, auctions, whole-page relevance, and/or bespoke shopping experiences. - Collaborate cross-functionally with other scientists, engineers, and product managers to bring scalable, production-ready science solutions to life. - Stay abreast of industry trends in GenAI, LLMs, and related disciplines, bringing fresh and innovative concepts, ideas, and prototypes to the organization. - Contribute to the enhancement of team’s scientific and technical rigor by identifying and implementing best-in-class algorithms, methodologies, and infrastructure that enable rapid experimentation and scaling. - Mentor and grow junior scientists and engineers, cultivating a high-performing, collaborative, and intellectually curious team. A day in the life As an Applied Scientist on the Sponsored Products and Brands Off-Search team, you will contribute to the development in Generative AI (GenAI) and Large Language Models (LLMs) to revolutionize our advertising flow, backend optimization, and frontend shopping experiences. This is a rare opportunity to redefine how ads are retrieved, allocated, and/or experienced—elevating them into personalized, contextually aware, and inspiring components of the customer journey. You will have the opportunity to fundamentally transform areas such as ad retrieval, ad allocation, whole-page relevance, and differentiated recommendations through the lens of GenAI. By building novel generative models grounded in both Amazon’s rich data and the world’s collective knowledge, your work will shape how customers engage with ads, discover products, and make purchasing decisions. If you are passionate about applying frontier AI to real-world problems with massive scale and impact, this is your opportunity to define the next chapter of advertising science. About the team The Off-Search team within Sponsored Products and Brands (SPB) is focused on building delightful ad experiences across surfaces beyond Search on Amazon—such as product detail pages, the homepage, and store-in-store pages—to drive monetization. Our Homepage team is at the center of this mission, leveraging large language models (LLMs) to build a new generation of personalized ad experiences that understand shopper intent, adapt to individual preferences, and deliver contextually relevant creatives in real time. Beyond Homepage, we are designing these experiences as reusable building blocks that can scale across other pages on Amazon—detail pages, browse, store-in-store, and emerging surfaces—so that innovation on one page accelerates growth everywhere. We operate full stack, from backend ads-retail edge services, ads retrieval, and ad auctions to shopper-facing experiences, working in close partnership with Amazon Stores to integrate advertising seamlessly alongside organic content like new arrivals, basket-building recommendations, and fast-delivery options. Curious about our advertising solutions? Discover more about Sponsored Products and Sponsored Brands to see how we're helping businesses grow on Amazon.com and beyond!
IN, KA, Bengaluru
Selection Monitoring team is responsible for making the biggest catalog on the planet even bigger. In order to drive expansion of the Amazon catalog, we develop advanced ML/AI technologies to process billions of products and algorithmically find products not already sold on Amazon. We work with structured, semi-structured and Visually Rich Documents using deep learning, NLP and image processing. The role demands a high-performing and flexible candidate who can take responsibility for success of the system and drive solutions from research, prototype, design, coding and deployment. We are looking for Applied Scientists to tackle challenging problems in the areas of Information Extraction, Efficient crawling at internet scale, developing ML models for website comprehension and agents to take multi-step decisions. You should have depth and breadth of knowledge in text mining, information extraction from Visually Rich Documents, semi structured data (HTML) and advanced machine learning. You should also have programming and design skills to manipulate Semi-Structured and unstructured data and systems that work at internet scale. You will encounter many challenges, including: - Scale (build models to handle billions of pages), - Accuracy (requirements for precision and recall) - Speed (generate predictions for millions of new or changed pages with low latency) - Diversity (models need to work across different languages, market places and data sources) You will help us to - Build a scalable system which can algorithmically extract information from world wide web. - Intelligently cluster web pages, segment and classify regions, extract relevant information and structure the data available on semi-structured web. - Build systems that will use existing Knowledge Base to perform open information extraction at scale from visually rich documents. Key job responsibilities - Use AI, NLP and advances in LLMs/SLMs and agentic systems to create scalable solutions for business problems. - Efficiently Crawl web, Automate extraction of relevant information from large amounts of Visually Rich Documents and optimize key processes. - Design, develop, evaluate and deploy, innovative and highly scalable ML models, esp. leveraging latest advances in RL-based fine tuning methods like DPO, GRPO etc. - Work closely with software engineering teams to drive real-time model implementations. - Establish scalable, efficient, automated processes for large scale model development, model validation and model maintenance. - Lead projects and mentor other scientists, engineers in the use of ML techniques. - Publish innovation in research forums.
IN, KA, Bengaluru
RBS (Retail Business Services) Tech team works towards enhancing the customer experience (CX) and their trust in product data by providing technologies to find and fix Amazon CX defects at scale. Our platforms help in improving the CX in all phases of customer journey, including selection, discoverability & fulfilment, buying experience and post-buying experience (product quality and customer returns). The team also develops GenAI platforms for automation of Amazon Stores Operations. As a Sciences team in RBS Tech, we focus on foundational ML research and develop scalable state-of-the-art ML solutions to solve the problems covering customer experience (CX) and Selling partner experience (SPX). We work to solve problems related to multi-modal understanding (text and images), task automation through multi-modal LLM Agents, supervised and unsupervised techniques, multi-task learning, multi-label classification, aspect and topic extraction for Customer Anecdote Mining, image and text similarity and retrieval using NLP and Computer Vision for product groupings and identifying duplicate listings in product search results. Key job responsibilities As an Applied Scientist, you will be responsible to design and deploy scalable GenAI, NLP and Computer Vision solutions that will impact the content visible to millions of customer and solve key customer experience issues. You will develop novel LLM, deep learning and statistical techniques for task automation, text processing, image processing, pattern recognition, and anomaly detection problems. You will define the research and experiments strategy with an iterative execution approach to develop AI/ML models and progressively improve the results over time. You will partner with business and engineering teams to identify and solve large and significantly complex problems that require scientific innovation. You will independently file for patents and/or publish research work where opportunities arise. The RBS org deals with problems that are directly related to the selling partners and end customers and the ML team drives resolution to organization level problems. Therefore, the Applied Scientist role will impact the large product strategy, identifies new business opportunities and provides strategic direction which is very exciting.
US, WA, Seattle
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. Key job responsibilities We are looking for an Applied Science Manager to lead the Amazon Sponsored Agent (ASA) team within Sponsored Products and Brands (SPB). ASA is new agentic service that enables publishers and apps to monetize their AI experiences with conversational and agentic ads. This team owns the core ASA platform that serves contextual ads across 1P surfaces (Alexa+, Amazon.com) and 3P publisher integrations, delivering AI-native ad formats including Sponsored Collections, Sponsored Brand Agents, and Commercial Insights that seamlessly integrate into conversational experiences. As an Applied Science Manager, you will innovate and design new conversational ad experiences that transform how customers discover and engage with products on conversational surfaces. You will lead a team of applied scientists and engineers to build and scale ASA's multi-agent system architecture for conversational commerce. You will own the science roadmap for contextual ad serving, conversation understanding, and commercial insights generation that help publishers monetize their AI chat experiences and unlock opportunities to scale Amazon's advertising business into new conversational surfaces. This role requires strong technical depth in NLP, LLMs, multi-agent systems, and information retrieval, combined with product innovation skills to envision and prototype new advertising experiences for conversational AI. You will manage and grow a science team, set research direction, and influence product strategy. You will work across organizational boundaries with engineering, product, and business teams to translate science investments and innovative product concepts into measurable business impact.
DE, BE, Berlin
Amazon launched the Generative AI Innovation Center (GenAIIC) in June 2023 to help AWS customers accelerate the use of Generative AI to solve business and operational problems and promote innovation in their organization (https://press.aboutamazon.com/2023/6/aws-announces- generative-ai-innovation-center). GenAIIC provides opportunities to innovate in a fast-paced organization that contributes to game-changing projects and technologies that get deployed on devices and in the cloud. As an Applied Science Manager in GenAIIC, you'll partner with technology and business teams to build new generative AI solutions that delight our customers. You will be responsible for directing a team of data/research/applied scientists, deep learning architects, and ML engineers to build generative AI models and pipelines, and deliver state-of-the-art solutions to customer’s business and mission problems. The successful candidate will possess both technical and customer-facing skills that will allow you to be the technical “face” of AWS within our solution providers’ ecosystem/environment as well as directly to end customers. The candidate must ne be able to drive discussions with senior technical and management personnel within customers and partners while hacing technical background that enables them to interact with and give guidance to AI scientists/engineers and software developers. The ideal candidate will also have a demonstrated ability to think strategically about business, product, and technical issues. Of critical importance, the candidate will be an excellent technical team manager, someone who knows how to hire, develop, and retain high quality technical talent. Key job responsibilities You will work directly with customers to drive adoption and shape the future of the most exciting emerging technology by understanding the business problem and guiding our customers in implementation of generative AI solutions, and developing long-term strategic relationships with key accounts You will help develop the industry’s best generative AI delivery team by enabling and coaching your specialist team on best practices and how to create and present value-driven architectures of widely varying size and complexity. You will grow an existing team by hiring, on-boarding, training, and developing new Scientists, Architects, and Engineers from internal and external sources. You will identify opportunities for building reusable technical assets/solutions/products based on recurring patterns of customer needs You will provide customer and market feedback to Product and Engineering teams to help define product direction You will drive revenue growth across a broad set of customers You will be a thought leader and drive value creation for our customers, shaping technical solutions, growing the team, and leading specific customer engagements You will deliver briefing and deep dive sessions to customers and guide customers on adoption patterns and paths to production About the team The GenAI Innovation Center helps customers define and execute AI Strategy, scope and develop use cases that will create the greatest value for their businesses, select/develop/customise/fine-tune the right models, define paths to navigate technical or business challenges, and make plans for launching solutions at scale, responsibly and cost efficiently
CA, ON, Toronto
The Measurement, Ad Tech, and Data Science (MADS) team at Amazon Ads is at the forefront of developing innovative solutions that help tens of millions of advertisers understand the value of their ad spend while prioritizing customer privacy and measurement quality. The Media Planning Science team, part of broader MADS team, develops and implements models that deliver insights and recommendations for strategic media planning and measurement across Amazon Advertising's product portfolio. Our mission is to help advertisers create and execute plans that meet their objectives while providing accurate measurement tools. We work on a multitude of problem statements that encompass Reach and Frequency, Budget Planning Optimization, and Recommendations. Our models leverage both heuristic and machine learning approaches including deep learning techniques, with insights delivered through agent-based tools and APIs that integrate seamlessly into user interfaces and programmatic systems to ensure optimal advertising outcomes. As a Senior Applied Scientist on the team, you will be at the forefront of innovation, developing media planning solutions end-to-end from inception to production. You will set the technical vision and innovate on behalf of our customers. You will propose, design, analyze, and productionize models to provide novel measurement insights to our customers. You will partner with engineering to deploy these solutions into production. You will work with key stakeholders from various business teams to enable advertisers to act upon those metrics. Key job responsibilities * Lead the development of media planning models and solutions that address the full spectrum of an advertiser's investment, focusing on scalable and efficient methodologies. * Collaborate closely with cross-functional teams including engineering, product management, and business teams to define and implement measurement solutions. * Use state-of-the-art scientific technologies including Generative AI, Classical Machine Learning, Causal Inference, Natural Language Processing, and Computer Vision to develop state of the art models that measure the impact of media plans across different metrics. * Drive experimentation and the continuous improvement of ML models through iterative development, testing, and optimization. * Translate complex scientific challenges into clear and impactful solutions for business stakeholders. * Mentor and guide junior scientists, fostering a collaborative and high-performing team culture. * Foster collaborations between scientists to move faster, with broader impact. * Regularly engage with the broader scientific community with presentations, publications, and patents. A day in the life You will solve real-world problems by analyzing large amounts of data, generate business insights and opportunities, design simulations and experiments, and develop ML/DL models. The team is driven by business needs, which requires collaboration with other Scientists, Engineers, and Product Managers across the advertising organization. You will prepare written and verbal documents to share insights to audiences of varying levels of technical sophistication. About the team We are a team of scientists across Applied, Research, and Data Science disciplines. You will work with colleagues with deep expertise in ML, DL, NLP, Gen AI, and Causal Inference with a diverse range of backgrounds. We partner closely with top-notch engineers, product managers, sales leaders, and other scientists with expertise in the ads industry and on building scalable modeling and software solutions.
US, NY, New York
Innovators wanted! Are you an entrepreneur? A builder? A dreamer? This role is part of an Amazon Special Projects team that takes the company’s Think Big leadership principle to the extreme. We focus on creating entirely new products and services with a goal of positively impacting the lives of our customers. No industries or subject areas are out of bounds. If you’re interested in innovating at scale to address big challenges in the world, this is the team for you. Here at Amazon, we embrace our differences. We are committed to furthering our culture of inclusion. We have thirteen employee-led affinity groups, reaching 40,000 employees in over 190 chapters globally. We are constantly learning through programs that are local, regional, and global. Amazon’s culture of inclusion is reinforced within our 16 Leadership Principles, which remind team members to seek diverse perspectives, learn and be curious, and earn trust. Our team highly values work-life balance, mentorship and career growth. We believe striking the right balance between your personal and professional life is critical to life-long happiness and fulfillment. We care about your career growth and strive to assign projects and offer training that will challenge you to become your best. Key job responsibilities - Lead and execute complex, ambiguous research projects from ideation to production deployment - Drive technical strategy and roadmap decisions for ML/AI initiatives - Collaborate cross-functionally with product, engineering, and business teams to translate research into scalable products - Publish research findings at top-tier conferences and contribute to the broader scientific community - Establish best practices for ML experimentation, evaluation, and deployment
US, CA, Palo Alto
About Sponsored Products and Brands The Sponsored Products and Brands 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. Key job responsibilities As a Machine Learning Applied Scientist, you will: * 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 and Generative AI solutions to optimize all aspects of Sponsored Products and Brands business About the team The Ad Response Prediction team within Sponsored Products and Brands (SPB) drives personalized shopping experiences for SPB Ads across placements, pages, and devices worldwide. We achieve this through ML and GenAI solutions that include customized shopper response prediction and session-level understanding to optimize every stage of the ad-serving process, from sourcing and bidding to widget discovery and auctions. Our responsibilities include advancing response prediction through model and feature innovations and extending prediction beyond the auction stage to areas such as targeting, sourcing, and bidding.
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Amazon Research Awards

Collaborating with scientists around the world to fund research, share knowledge and encourage innovation.