Uplifting conversion across the acquisition funnel with personalization using contextual bandits on AWS
Amazon Web Services Chidi Prince John
Amazon Payments used contextual multi-armed bandits on AWS SageMaker AI to personalize which generated content variant to show customers across a multi-step product acquisition funnel. In a seven-week online A/B test, one customer population saw a high single-digit percentage relative lift in final-funnel conversion while another saw no improvement. The approach shifts from single-metric content testing to funnel-wide selection with contextual bandit scoring, plus a code/data setup for replicating the method on synthetic data.
Why it matters
Generative AI makes it cheap to produce personalized content at scale, but which variation do you show each customer? Amazon Payments used a multi-objective contextual bandit on Amazon SageMaker AI to personalize an acquisition funnel, achieving a high single-digit conversion lift for one audience, and learning why content, not the model, was the constraint.