THE AMAZON DSP BRAND

Amazon's delivery world is massive.

But when it came to the people actually delivering packages—the Delivery Service Providers—things got complicated fast. Amazon's third party partners, Delivery Associates, needed a way to recruit and keep these critical partners. And internally, Amazon teams across multiple orgs were working from disparate information with no single source of truth.

We set out to capture the heart and soul of DSPs: their motivations, their mindset, their why. Working with Amazon's team, we built an operating system for decision making—one focused artifact that gives Delivery Associates clarity on who they're recruiting while giving Amazon's internal teams a single source of truth to finally get aligned.

The result?

A document that actually works across every stakeholder and org. One that turns "How do we find the right people?" into "Here's exactly who we're looking for and what matters to them," making it easier to recruit and retain the workforce that keeps Amazon moving.