Amazon is implementing a significant overhaul of how it labels and evaluates its product workforce at two of its home security subsidiaries, Ring and Blink, leading to apprehension among hundreds of affected employees. The change, set to take effect next month after the conclusion of the company’s current annual review season, will see white-collar product-focused workers lose their conventional professional titles.
"We’re moving to a single job family: Builder." — Jason Mitura, Chief Product Officer, Ring and Blink
Under the new structure, employees will be designated as either "builder" or "builder lead," with the latter applying to those in managerial roles. Amazon has characterized this move as an experimental initiative aimed at fostering a culture of innovation and efficiency, rather than a punitive measure. The company has stated that no employees are being laid off, nor are any being demoted due to poor performance. Instead, Amazon is retiring the traditional title structure that has been in place for years for these positions.
Ring and Blink are well-known for their internet-connected doorbells and surveillance cameras, which are widely marketed to homeowners. Jason Mitura, who currently serves as the chief product officer for both units, disseminated an internal memorandum this month outlining the rationale behind the restructuring. Reuters obtained a copy of this memo, and Amazon subsequently confirmed its authenticity. Mitura's memo underscored the company's commitment to future-proofing its organization. "We’re committed to making this an organization of the future, and that means being transparent and open to change," Mitura wrote. He further emphasized the shift, stating, "We’re moving to a single job family: Builder." The memo also indicated a revised metric for defining success, explaining, "As Builders, we define and reward success through one question: what is the scope and magnitude of the customer value you create?" Mitura himself will be subject to the restructuring, with an Amazon spokesperson confirming his title will also change, likely to "builder lead."
The term "builder" has gained traction within the technology sector over the past few years, often describing workers who independently address complex problems, frequently leveraging artificial intelligence, in ways that previously required larger teams. Other major tech firms have explored similar concepts; Meta has experimented with the "AI builder" designation for certain roles, and the payments company Block has introduced "player-coach" titles for some managers. This internal push at Ring and Blink aligns with a broader cultural initiative championed by Amazon CEO Andy Jassy, who has publicly prioritized reducing internal bureaucracy. Jassy has also established an internal reporting channel for employees to flag unnecessary processes and red tape within the organization.
Despite Amazon's assurances, employees within Ring and Blink have expressed significant concerns. Multiple workers, who spoke anonymously to Reuters due to not being authorized to discuss internal matters, voiced apprehension regarding the implications of eliminating traditional titles such as "senior" and "lead." These designations have historically served as clear indicators of professional growth and advancement, directly correlating with higher pay bands and equity grants within Amazon’s compensation system. The anxiety extends to the possibility of a successful pilot leading to a company-wide rollout, impacting employees beyond the Ring and Blink units.
Amazon has moved to address these fears, with a company spokesperson stating, "Compensation, growth, and promotion paths remain unchanged." The spokesperson added that the title shift is intended to "help foster a culture of experimentation and deliver for customers more efficiently." Mitura's memo also attempted to convey an inclusive tone regarding future decision-making, noting that the restructuring means "anyone can propose a change to our structure" and that ineffective processes would be rolled back.
This is not the first instance of an Amazon-owned company attempting to de-emphasize traditional organizational hierarchies. Zappos, the online footwear retailer acquired by Amazon in 2009 for nearly $1 billion, spent several years experimenting with a system called "holacracy," which aimed to operate without conventional management structures. That experiment was ultimately discontinued. Amazon acquired Ring in 2018 for approximately $1 billion and Blink in the same year for around $90 million. On Thursday, Amazon's stock closed flat, with shares up 11 percent for the year.
