Amazon pushes AI use and closely tracks adoption, even as some employees push back

Amazon is aggressively pushing AI adoption across its Stores retail engineering organization and is closely tracking tool usage and impact to boost productivity. An internal February document shows targets for more than 2,100 engineering teams to triple code-release velocity and at least 25 teams to increase output tenfold, with senior leadership (the S‑Team) monitoring progress. The company expects 80% of retail engineering teams to adopt AI-native practices (about 60% had by February) and is rolling out homegrown agents like AI Teammate (700+ active teams). Amazon is automating adoption metrics while shifting toward collaborative, flexible guidance after internal pushback over top-down mandates, duplicate tooling, onboarding friction, and measurement concerns. Market impact: if successful, embedded AI could materially raise Amazon’s engineering productivity and speed of feature delivery, but cultural resistance and “AI sprawl” could slow or complicate realization of those gains.