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How Thomas Hoe helps Amazon understand European customers

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It’s fair for Thomas Hoe to describe his career path as “super nonlinear”. After all, his career trajectory has veered from prize-winning video gamer (before that was really a thing), to computer science student, to chef in Michelin-starred restaurants, to economics PhD, to leader of UK-government economics teams, to healthcare researcher at Cornell University before, finally, he launched Amazon Stores’ first European economic-science team.

Thomas Hoe, principal economist, says he was intrigued by working at Amazon because “it ticked a lot of boxes for me.”

But there is a theme to this two-decade rollercoaster: obsession. When something catches Hoe’s attention, it catches all of his attention. It was in 2019, as the UK’s looming departure from the European Union was catching Amazon’s attention, that a company recruiter collared the then assistant professor Hoe after his presentation at the Econometrics Society’s annual conference in Seattle. That meeting ultimately led him to join Amazon as the first dedicated economist in its European Stores retail arm.

“I was intrigued, because Amazon ticked a lot of boxes for me: big data, economics, optimization, problems that require deep science work, and the chance to work closely with executives,” says Hoe.

Brexit represented a challenge for Amazon’s European retail business, so it was a baptism of fire for Hoe. “I modeled all the increased investments we would need to make to reduce Brexit’s impact.” His work played a key role in enabling Amazon to continue meeting the wide variety of its customers’ needs while seamlessly shipping many millions of orders across the new Brexit border. Not a bad start.

One size doesn’t fit all

Brexit helped to reinforce the need for local economics expertise in Europe, says Hoe. The retailer’s economic-science teams are largely US based, so its processes and decision-making systems are typically built and optimized for the US initially, then adapted and rolled out across the rest of the world.

Europe is very fragmented and there’s different — and more varied — competition.

“They work very well, for sure, but one size simply cannot fit all,” says Hoe. “Europe is very fragmented, and there’s different — and more varied — competition.” His now well-established team, Economic Decision Science (EDS), addresses uniquely Eurocentric challenges using the latest techniques at the intersection of microeconomics, statistics, and machine learning.

Back in 2021, though, with several quick wins — and a few misses — under his belt and his first few economists hired, Hoe was looking for ways to have an impact. “We felt like an economic-science startup within Amazon. We were the weirdos in the corner,” says Hoe. The European business teams weren’t always sure what to make of Hoe’s EDS team, nor how and when to integrate economists into their problem solving.

In order to demonstrate where its value lay, the team started solving problems that no one was asking about. In 2020, for example, their analysis found that customer demand was much higher among third-party sellers that provided free-shipping offers. Based on this research, Amazon shared the insights from this work directly with sellers to help them optimize their Amazon offers and be more successful on the store.

Economic Decision Science in action

Now, four years later, the EDS team is in demand. “What I like best about my job is the huge breadth of opportunities, and the challenge of trying to identify the projects that will have the largest long-term positive impact on the business and on our customers,” says Hoe.

For example, at the start of 2023, Amazon’s U.S. fulfillment network successfully restructured into eight largely self-sufficient regional networks. In Europe, the network had historically transformed in the other direction, originally being individually built across the five biggest European Stores — UK, Germany, France, Italy, and Spain — and later being sewn together into a single European Fulfillment Network, enabling goods to flow in a frictionless way across countries. Hoe’s team has been working on ways to optimize this unique European network.

A recent focus has been trying to cut down on long-distance fulfillment when equally suitable versions of products are available much closer to the customer. Think of a USB stick that might be shipped from France to fulfill a UK order, when a different but similar option is sitting in Amazon’s UK warehouses.

With European countries more densely populated than the US, customers often live closer to physical competitors, so our value proposition can differ. We need economic science to help us understand where and when customers value faster deliveries most.

The EDS team developed a model, incorporating data from Amazon’s US-based Supply Chain Optimization Technologies team, to explore what would happen if Amazon re-optimized its European ordering systems so items are placed closer to customers in the network, avoiding cross-country shipments. Their finding? Customer choice can be maintained but costs and shipping times slashed. That is good news for both Amazon’s carbon footprint and its customers, as the savings allow the company to invest in making even more products locally available. Hoe’s team is continuing to test its model and hopes to roll it out this year.

Other differences between Europe and the US are the way in which customers engage with online purchases and the alternatives available from physical stores. This makes understanding local customer preferences critical.

“Part of Amazon’s value proposition is the huge convenience we offer to customers by saving them a trip to the physical store and offering a range of fast delivery options. With European countries more densely populated than the US, customers often live closer to physical competitors, so our value proposition can differ,” says Hoe. “We need economic science to help us understand where and when customers value faster deliveries most, to make sure we provide that.”

Hoe and his team are currently building a model to help them understand customer expectations for online-delivery speeds and the level of convenience Amazon must offer to customers in Europe. “Amazon is continually investing in faster deliveries, and we want to make sure those investments are delighting as many customers as possible,” says Hoe.

Europe’s economic insights ripple out

While the EDS team was created for European impact, Hoe is keen that the fruits of its projects start to flow back to the US and beyond. Consider its creation of a machine learning algorithm trained to highlight the best deals for customers across Amazon’s vast inventory.

First, Hoe and his colleagues needed data on what customers thought of various combinations of products and prices. So they surveyed a large swath of Amazon customers, asking them a total of six million hypothetical pricing questions. The team fed this big chunk of customer feedback into a machine learning model, which taught it how people perceive the value of a range of Amazon products and prices. But here’s the special sauce: the model trained on customer preferences could then be applied to millions of live products across Amazon’s European inventory, looking for more instances of particularly attractive pricing. It’s akin to having the voice of a customer telling you where all the best deals are.

“By directly incorporating customer perceptions into our algorithms, we’ve consistently found that we can display a compelling selection of products that increase customer engagement,” says Hoe.

Some of the products identified by the model could then be highlighted in customer searches, on the Amazon home page, or in marketing campaigns to help even more customers find the best deals on Amazon. After several iterations of successful prototyping in Europe, the technology has recently been trialed in the US. “I love that we’ve got innovation going the other way now,” says Hoe.

Now that Hoe’s EDS team is established and its capabilities in demand, Hoe considers it a success that Amazon’s European teams have a clearer understanding of how economic science can help them tackle the unique business challenges that they face in Europe.

“Even at Amazon, where we have some of the most advanced systems in the world, economic science is still in its infancy when applied at this scale,” says Hoe. “We’re excited about the path ahead.”





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An inside look at Meta’s transition from C to Rust on mobile

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Have you ever worked is legacy code? Are you curious what it takes to modernize systems at a massive scale?

Pascal Hartig is joined on the latest Meta Tech Podcast by Elaine and Buping, two software engineers working on a bold project to rewrite the decades-old C code in one of Meta’s core messaging libraries in Rust. It’s an ambitious effort that will transform a central messaging library that is shared across Messenger, Facebook, Instagram, and Meta’s AR/VR platforms.

They discuss taking on a project of this scope – even without a background in Rust, how they’re approaching it, and what it means to optimize for ‘developer happiness.’

Download or listen to the episode below:

You can also find the episode wherever you get your podcasts, including:

The Meta Tech Podcast is a podcast, brought to you by Meta, where we highlight the work Meta’s engineers are doing at every level – from low-level frameworks to end-user features.

Send us feedback on InstagramThreads, or X.

And if you’re interested in learning more about career opportunities at Meta visit the Meta Careers page.





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Amazon Research Awards recipients announced

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Amazon Research Awards (ARA) provides unrestricted funds and AWS Promotional Credits to academic researchers investigating various research topics in multiple disciplines. This cycle, ARA received many excellent research proposals from across the world and today is publicly announcing 73 award recipients who represent 46 universities in 10 countries.

This announcement includes awards funded under five call for proposals during the fall 2024 cycle: AI for Information Security, Automated Reasoning, AWS AI, AWS Cryptography, and Sustainability. Proposals were reviewed for the quality of their scientific content and their potential to impact both the research community and society. Additionally, Amazon encourages the publication of research results, presentations of research at Amazon offices worldwide, and the release of related code under open-source licenses.

Recipients have access to more than 700 Amazon public datasets and can utilize AWS AI/ML services and tools through their AWS Promotional Credits. Recipients also are assigned an Amazon research contact who offers consultation and advice, along with opportunities to participate in Amazon events and training sessions.

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In both black-box stress testing and red-team exercises, Nova Premier comes out on top.

“Automated Reasoning is an important area of research for Amazon, with potential applications across various features and applications to help improve security, reliability, and performance for our customers. Through the ARA program, we collaborate with leading academic researchers to explore challenges in this field,” said Robert Jones, senior principal scientist with the Cloud Automated Reasoning Group. “We were again impressed by the exceptional response to our Automated Reasoning call for proposals this year, receiving numerous high-quality submissions. Congratulations to the recipients! We’re excited to support their work and partner with them as they develop new science and technology in this important area.”

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IAM Access Analyzer feature uses automated reasoning to recommend policies that remove unused accesses, helping customers achieve “least privilege”.

“At Amazon, we believe that solving the world’s toughest sustainability challenges benefits from both breakthrough scientific research and open and bold collaboration. Through programs like the Amazon Research Awards program, we aim to support academic research that could contribute to our understanding of these complex issues,” said Kommy Weldemariam, Director of Science and Innovation Sustainability. “The selected proposals represent innovative projects that we hope will help advance knowledge in this field, potentially benefiting customers, communities, and the environment.”

ARA funds proposals throughout the year in a variety of research areas. Applicants are encouraged to visit the ARA call for proposals page for more information or send an email to be notified of future open calls.

The tables below list, in alphabetical order by last name, fall 2024 cycle call-for-proposal recipients, sorted by research area.

AI for Information Security

Recipient University Research title
Christopher Amato Northeastern University Multi-Agent Reinforcement Learning Cyber Defense for Securing Cloud Computing Platforms
Bernd Bischl Ludwig Maximilian University of Munich Improving Generative and Foundation Models Reliability via Uncertainty-awareness
Shiqing Ma University Of Massachusetts Amherst LLM and Domain Adaptation for Attack Detection
Alina Oprea Northeastern University Multi-Agent Reinforcement Learning Cyber Defense for Securing Cloud Computing Platforms
Roberto Perdisci University of Georgia ContextADBench: A Comprehensive Benchmark Suite for Contextual Anomaly Detection

Automated Reasoning

Recipient University Research title
Nada Amin Harvard University LLM-Augmented Semi-Automated Proofs for Interactive Verification
Suguman Bansal Georgia Institute of Technology Certified Inductive Generalization in Reinforcement Learning
Ioana Boureanu University of Surrey Phoebe+: An Automated-Reasoning Tool for Provable Privacy in Cryptographic Systems
Omar Haider Chowdhury Stony Brook University Restricter: An Automatic Tool for Authoring Amazon Cedar Access Control Policies with the Principle of Least Privilege
Stefan Ciobaca Alexandru Ioan Cuza University An Interactive Proof Mode for Dafny
João Ferreira INESC-ID Polyglot Automated Program Repair for Infrastructure as Code
Sicun Gao University Of California, San Diego Monte Carlo Trees with Conflict Models for Proof Search
Mirco Giacobbe University of Birmingham Neural Software Verification
Tobias Grosser University of Cambridge Synthesis-based Symbolic BitVector Simplification for Lean
Ronghui Gu Columbia University Scaling Formal Verification of Security Properties for Unmodified System Software
Alexey Ignatiev Monash University Huub: Next-Gen Lazy Clause Generation
Kenneth McMillan University of Texas At Austin Synthesis of Auxiliary Variables and Invariants for Distributed Protocol Verification
Alexandra Mendes University of Porto Overcoming Barriers to the Adoption of Verification-Aware Languages
Jason Nieh Columbia University Scaling Formal Verification of Security Properties for Unmodified System Software
Rohan Padhye Carnegie Mellon University Automated Synthesis and Evaluation of Property-Based Tests
Nadia Polikarpova University Of California, San Diego Discovering and Proving Critical System Properties with LLMs
Fortunat Rajaona University of Surrey Phoebe+: An Automated-Reasoning Tool for Provable Privacy in Cryptographic Systems
Subhajit Roy Indian Institute of Technology Kanpur Theorem Proving Modulo LLM
Gagandeep Singh University of Illinois At Urbana–Champaign Trustworthy LLM Systems using Formal Contracts
Scott Stoller Stony Brook University Restricter: An Automatic Tool for Authoring Amazon Cedar Access Control Policies with the Principle of Least Privilege
Peter Stuckey Monash University Huub: Next-Gen Lazy Clause Generation
Yulei Sui University of New South Wales Path-Sensitive Typestate Analysis through Sparse Abstract Execution
Nikos Vasilakis Brown University Semantics-Driven Static Analysis for the Unix/Linux Shell
Ping Wang Stevens Institute of Technology Leveraging Large Language Models for Reasoning Augmented Searching on Domain-specific NoSQL Database
John Wawrzynek University of California, Berkeley GPU-Accelerated High-Throughput SAT Sampling

AWS AI

Recipient University Research title
Panagiotis Adamopoulos Emory University Generative AI solutions for The Spillover Effect of Fraudulent Reviews on Product Recommendations
Vikram Adve University of Illinois at Urbana–Champaign Fellini: Differentiable ML Compiler for Full-Graph Optimization for LLM Models
Frances Arnold California Institute of Technology Closed-loop Generative Machine Learning for De Novo Enzyme Discovery and Optimization
Yonatan Bisk Carnegie Mellon University Useful, Safe, and Robust Multiturn Interactions with LLMs
Shiyu Chang University of California, Santa Barbara Cut the Crap: Advancing the Efficient Communication of Multi-Agent Systems via Spatial-Temporal Topology Design and KV Cache Sharing
Yuxin Chen University of Pennsylvania Provable Acceleration of Diffusion Models for Modern Generative AI
Tianlong Chen University of North Carolina at Chapel Hill Cut the Crap: Advancing the Efficient Communication of Multi-Agent Systems via Spatial-Temporal Topology Design and KV Cache Sharing
Mingyu Ding University of North Carolina at Chapel Hill Aligning Long Videos and Language as Long-Horizon World Models
Nikhil Garg Cornell University Market Design for Responsible Multi-agent LLMs
Jessica Hullman Northwestern University Human-Aligned Uncertainty Quantification in High Dimensions
Christopher Jermaine Rice University Fast, Trusted AI Using the EINSUMMABLE Compiler
Yunzhu Li Columbia University Physics-Informed Foundation Models Through Embodied Interactions
Pattie Maes Massachusetts Institute of Technology Understanding How LLM Agents Deviate from Human Choices
Sasa Misailovic University of Illinois at Urbana–Champaign Fellini: Differentiable ML Compiler for Full-Graph Optimization for LLM Models
Kristina Monakhova Cornell University Trustworthy extreme imaging for science using interpretable uncertainty quantification
Todd Mowry Carnegie Mellon University Efficient LLM Serving on Trainium via Kernel Generation
Min-hwan Oh Seoul National University Mutually Beneficial Interplay Between Selection Fairness and Context Diversity in Contextual Bandits
Patrick Rebeschini University of Oxford Optimal Regularization for LLM Alignment
Jose Renau University of California, Santa Cruz Verification Constrained Hardware Optimization using Intelligent Design Agentic Programming
Vilma Todri Emory University Generative AI solutions for The Spillover Effect of Fraudulent Reviews on Product Recommendations
Aravindan Vijayaraghavan Northwestern University Human-Aligned Uncertainty Quantification in High Dimensions
Wei Yang University of Texas at Dallas Optimizing RISC-V Compilers with RISC-LLM and Syntax Parsing
Huaxiu Yao University of North Carolina at Chapel Hill Aligning Long Videos and Language as Long-Horizon World Models
Amy Zhang University of Washington Tools for Governing AI Agent Autonomy
Ruqi Zhang Purdue University Efficient Test-time Alignment for Large Language Models and Large Multimodal Models
Zheng Zhang Rutgers University-New Brunswick AlphaQC: An AI-powered Quantum Circuit Optimizer and Denoiser

AWS Cryptography

Recipient University Research title
Alexandra Boldyreva Georgia Institute of Technology Quantifying Information Leakage in Searchable Encryption Protocols
Maria Eichlseder Graz University of Technology, Austria SALAD – Systematic Analysis of Lightweight Ascon-based Designs
Venkatesan Guruswami University of California, Berkeley Obfuscation, Proof Systems, and Secure Computation: A Research Program on Cryptography at the Simons Institute for the Theory of Computing
Joseph Jaeger Georgia Institute of Technology Analyzing Chat Encryption for Group Messaging
Aayush Jain Carnegie Mellon Large Scale Multiparty Silent Preprocessing for MPC from LPN
Huijia Lin University of Washington Large Scale Multiparty Silent Preprocessing for MPC from LPN
Hamed Nemati KTH Royal Institute of Technology Trustworthy Automatic Verification of Side-Channel Countermeasures for Binary Cryptographic Programs using the HoIBA libary
Karl Palmskog KTH Royal Institute of Technology Trustworthy Automatic Verification of Side-Channel Countermeasures for Binary Cryptographic Programs using the HoIBA libary
Chris Peikert University of Michigan, Ann Arbor Practical Third-Generation FHE and Bootstrapping
Dimitrios Skarlatos Carnegie Mellon University Scale-Out FHE LLMs on GPUs
Vinod Vaikuntanathan Massachusetts Institute of Technology Can Quantum Computers (Really) Factor?
Daniel Wichs Northeastern University Obfuscation, Proof Systems, and Secure Computation: A Research Program on Cryptography at the Simons Institute for the Theory of Computing
David Wu University Of Texas At Austin Fast Private Information Retrieval and More using Homomorphic Encryption

Sustainability

Recipient University Research title
Meeyoung Cha Max Planck Institute Forest-Blossom (Flossom): A New Framework for Sustaining Forest Biodiversity Through Outcome-Driven Remote Sensing Monitoring
Jingrui He University of Illinois at Urbana–Champaign Foundation Model Enabled Earth’s Ecosystem Monitoring
Pedro Lopes University of Chicago AI-powered Tools that Enable Engineers to Make & Re-make Sustainable Hardware
Cheng Yaw Low Max Planck Institute Forest-Blossom (Flossom): A New Framework for Sustaining Forest Biodiversity Through Outcome-Driven Remote Sensing Monitoring





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Independent evaluations demonstrate Nova Premier’s safety

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AI safety is a priority at Amazon. Our investment in safe, transparent, and responsible AI (RAI) includes collaboration with the global community and policymakers. We are members of and collaborate with organizations such as the Frontier Model Forum, the Partnership on AI, and other forums organized by government agencies such as the National Institute of Standards and Technology (NIST). Consistent with Amazon’s endorsement of the Korea Frontier AI Safety Commitments, we published our Frontier Model Safety Framework earlier this year.

Amazon Nova Premier’s guardrails help prevent generation of unsafe content.

During the development of the Nova Premier model, we conducted a comprehensive evaluation to assess its performance and safety. This included testing on both internal and public benchmarks and internal/automated and third-party red-teaming exercises. Once the final model was ready, we prioritized obtaining unbiased, third-party evaluations of the model’s robustness against RAI controls. In this post, we outline the key findings from these evaluations, demonstrating the strength of our testing approach and Amazon Premier’s standing as a safe model. Specifically, we cover our evaluations with two third-party evaluators: PRISM AI and ActiveFence.

Evaluation of Nova Premier against PRISM AI

PRISM Eval’s Behavior Elicitation Tool (BET) dynamically and systematically stress-tests AI models’ safety guardrails. The methodology focuses on measuring how many adversarial attempts (steps) it takes to get a model to generate harmful content across several key risk dimensions. The central metric is “steps to elicit” — the number of increasingly sophisticated prompting attempts required before a model generates an inappropriate response. A higher number of steps indicates stronger safety measures, as the model is more resistant to manipulation. The PRISM risk dimensions (inspired by the MLCommons AI Safety Benchmarks) include CBRNE weapons, violent crimes, non-violent crimes, defamation, and hate, amongst several others.

Related content

From reinforcement learning and supervised fine-tuning to guardrail models and image watermarking, responsible AI was foundational to the design and development of the Amazon Nova family of models.

Using the BET Eval tool and its V1.0 metric, which is tailored toward non-reasoning models, we compared the recently released Nova models (Pro and Premier) to the latest models in the same class: Claude (3.5 v2 and 3.7 non-reasoning) and Llama4 Maverick, all available through Amazon Bedrock. PRISM BET conducts black-box evaluations (where model developers don’t have access to the test prompts) of models integrated with their API. The evaluation conducted with BET Eval MAX, PRISM’s most comprehensive/aggressive testing suite, revealed significant variations in safety against malicious instructions. Nova models demonstrated superior overall safety performance, with an average of 43 steps for Premier and 52 steps for Pro, compared to 37.7 for Claude 3.5 v2 and fewer than 12 steps for other models in the comparison set (namely, 9.9 for Claude3.7, 11.5 for Claude 3.7 thinking, and 6.5 for Maverick). This higher step count suggests that on average, Nova’s safety guardrails are more sophisticated and harder to circumvent through adversarial prompting. The figure below presents the number of steps per harm category evaluated through BET Eval MAX.

Results of tests using PRISM’s BET Eval MAX testing suite.

The PRISM evaluation provides valuable insights into the relative safety of different Amazon Bedrock models. Nova’s strong performance, particularly in hate speech and defamation resistance, represents meaningful progress in AI safety. However, the results also highlight the ongoing challenge of building truly robust safety measures into AI systems. As the field continues to evolve, frameworks like BET will play an increasingly important role in benchmarking and improving AI safety. As a part of this collaboration Nicolas Miailhe, CEO of PRISM Eval, said, “It’s incredibly rewarding for us to see Nova outperforming strong baselines using the BET Eval MAX; our aim is to build a long-term partnership toward safer-by-design models and to make BET available to various model providers.” Organizations deploying AI systems should carefully consider these safety metrics when selecting models for their applications.

Manual red teaming with ActiveFence

The AI safety & security company ActiveFence benchmarked Nova Premier on Bedrock on prompts distributed across Amazon’s eight core RAI categories. ActiveFence also evaluated Claude 3.7 (non-reasoning mode) and GPT 4.1 API on the same set. The flag rate on Nova Premier was lower than that on the other two models, indicating that Nova Premier is the safest of the three.

Model 3P Flag Rate [↓ is better]
Nova Premier 12.0%
Sonnet 3.7 (non-reasoning) 20.6%
GPT4.1 API 22.4%

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Generative AI raises new challenges in defining, measuring, and mitigating concerns about fairness, toxicity, and intellectual property, among other things. But work has started on the solutions.

“Our role is to think like an adversary but act in service of safety,” said Guy Paltieli from ActiveFence. “By conducting a blind stress test of Nova Premier under realistic threat scenarios, we helped evaluate its security posture in support of Amazon’s broader responsible-AI goals, ensuring the model could be deployed with greater confidence.”

These evaluations conducted with PRISM and ActiveFence give us confidence in the strength of our guardrails and our ability to protect our customers’ safety when they use our models. While these evaluations demonstrate strong safety performance, we recognize that AI safety is an ongoing challenge requiring continuous improvement. These assessments represent a point-in-time snapshot, and we remain committed to regular testing and enhancement of our safety measures. No AI system can guarantee perfect safety in all scenarios, which is why we maintain monitoring and response systems after deployment.

Acknowledgments: Vincent Ponzo, Elyssa Vincent





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