Amazon is implementing a significant overhaul of its workforce structure and evaluation methods at two of its home security subsidiaries, Ring and Blink. Hundreds of white-collar product employees at these units are set to lose their conventional professional titles, adopting new designations as "builder" or "builder lead" starting next month, following the conclusion of the company's current annual review season.
The move impacts employees primarily in product-focused roles within Ring and Blink, companies known for producing internet-connected doorbells and surveillance cameras. Amazon is framing this organizational shift as an experiment designed to modernize its internal operations rather than a punitive measure. The company has confirmed that no employees are being laid off, nor are any being demoted due to poor performance. Instead, the traditional title structure that has long governed these roles is being retired.
Jason Mitura, who currently serves as chief product officer for both Ring and Blink units, outlined the company's rationale in an internal memorandum this month, a copy of which was obtained by Reuters and confirmed authentic by Amazon. Mitura articulated a vision for a forward-looking organization, stating, "We’re committed to making this an organization of the future, and that means being transparent and open to change." He further elaborated on the foundational shift, announcing, "We’re moving to a single job family: Builder."
The internal memo also signaled a revised approach to defining and rewarding success within the new framework. Mitura wrote, "As Builders, we define and reward success through one question: what is the scope and magnitude of the customer value you create?" This emphasis on measurable customer value creation marks a departure from previous metrics tied to traditional hierarchical titles. Mitura himself will be subject to the restructuring, with an Amazon spokesperson confirming his title will also change, most likely to "builder lead."
The term "builder" has been gaining traction across the technology sector in recent years, often serving as a broad descriptor for employees who independently tackle complex problems, frequently leveraging artificial intelligence, in ways that previously required larger teams. Companies like Meta have explored similar concepts, trialing "AI builder" designations for specific roles, while payments company Block has adopted "player-coach" for certain managers.
This initiative at Ring and Blink aligns with a broader cultural drive championed by Amazon CEO Andy Jassy, who has publicly prioritized reducing internal bureaucracy. Jassy has introduced an internal reporting channel to encourage employees to identify and flag unnecessary processes and red tape within the vast organization.
Despite Amazon's assurances, employees within Ring and Blink have expressed apprehension. Multiple workers, who spoke anonymously due to not being authorized to comment on internal matters, conveyed concerns to Reuters regarding the implications of eliminating traditional titles such as "senior" and "lead." These designations have historically served as clear markers for career progression and were directly linked to higher pay bands and equity grants within Amazon's compensation system. The anxiety extends to fears that if this pilot program proves successful, a company-wide rollout could follow, affecting a much larger segment of Amazon's workforce beyond Ring and Blink.
Amazon has moved to address these employee concerns. A company spokesperson stated, "Compensation, growth, and promotion paths remain unchanged." The spokesperson further clarified that the title shift is intended to "help foster a culture of experimentation and deliver for customers more efficiently."
This is not the first instance of an Amazon-owned company attempting to flatten its organizational hierarchy. Zappos, the online footwear retailer acquired by Amazon in 2009 for nearly $1 billion, spent several years experimenting with "holacracy," a system designed to operate without traditional management structures. However, that experiment was eventually discontinued. Amazon acquired Ring in 2018 for approximately $1 billion and purchased Blink in the same year for around $90 million.
