Insights from Amazon Science: Smarter Experimentation (Beyond your typical A/B Testing)

This post to explore the practical applicability of a fascinating piece of research published by Amazon Science research paper published in 2024.

Adaptive Experimentation When You Can’t Experiment✍️ Yao Zhao, Kwang-Sung Jun, Tanner Fiez , Lalit Jain

Amazon has long been at the forefront of sustainable research—not just theoretical advances, but applied science that solves real-world problems in real time. This paper is a great example of that ethos: it tackles a major challenge businesses face, the problem isn’t just academic—it impacts a wide range of industries.

So, how can we apply this research to real-world commercial use cases?

🔍 The Challenge: When A/B Testing Fails in Business

Imagine these industry-specific scenarios where running a traditional A/B test is not straight forward:

Fintech (Wallet & Payments) → You want to test if higher cash-back incentives improve retention, but you can’t randomly assign different rates without confusing users.
Retail Banking → You want to test if a higher savings interest rate encourages deposits, but regulations (may) prevent arbitrary interest rate assignments.
Telecom (Mobile, Landline & Broadband) → You want to see if a mobile + broadband bundle increases retention, but forcing users into different pricing groups could backfire.

In all these cases, direct experimentation might not be feasible due to compliance risks, self-selection bias, or business constraints.

The Smarter Approach: Adaptive Experimentation

Instead of direct A/B testing, companies can use randomized encouragements to nudge user behaviour while still learning what works:

Fintech → Offer a subset of users a limited-time trial of higher cash-back and track who opts in & how their spending changes.
Retail Banking → Offer a temporary promotional rate to certain customers and measure if it leads to long-term savings growth.
Telecom → Give customers a 3-month free trial of a mobile + broadband bundle and analyze if they stick with it afterward.

This method allows businesses to learn customer preferences dynamically while avoiding the downsides of forced experimentation.

🔬 The Science Behind It: Filtering Out Bias

(Read the paper)

What makes this different from simple promotions? It’s built on instrumental variable (IV) analysis, a technique from econometrics that removes selection bias:
Customers self-select into offers, but we filter out natural bias (e.g., high spenders already opting for better incentives).
You apply an adaptive learning algorithm to dynamically adjust pricing, incentives, and bundling based on real behavior.
Instead of costly trial-and-error, businesses optimize in real time while staying compliant & fair.

📈 Why This Matters ?

This approach enables:

Faster, more cost-effective optimization (no wasted A/B test groups). 🔍 Better decision-making with minimal bias (true cause-and-effect insights).
Fair & transparent offers (staying within business and regulatory constraints).
The telecom, banking, and fintech examples all share the same fundamental challenge—A/B testing isn’t always an option, but smarter adaptive experimentation is.

BibTeX Citation:

@Article{Zhao2024,
  author = {Yao Zhao and Kwang-Sung Jun and Tanner Fiez and Lalit Jain},
  title = {Adaptive experimentation when you can’t experiment},
  year = {2024},
  url = {https://www.amazon.science/publications/adaptive-experimentation-when-you-cant-experiment},
}

⚠️ Disclaimer

The views expressed here are my own and do not represent the opinions of my past / current / future employer(s).

/ Unni