Amazon is piloting a program at Ring and Blink that replaces traditional job titles for product employees with simply “Builder”

Amazon is testing a program at its Ring and Blink home security units that eliminates traditional job titles for white-collar product employees, replacing them with a single title of “Builder” and their managers as “Builder Leads,” with chief product officer Jason Mitura framing the change as a way to define success purely by “the scope and magnitude of customer value you create.” Some employees told Reuters they were concerned the elimination of titles like “senior” and “lead” could make promotion and pay raise paths less clear, though Amazon said compensation, growth, and promotion paths remain unchanged. The move follows a broader Silicon Valley trend of adopting the “builder” label, with Meta testing its own “AI builder” title and Block calling some managers “player-coach,” while Amazon CEO Andy Jassy has been pushing broader efforts to reduce corporate bureaucracy across the company.