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Goel Taran, Amazon: "Frontend stops being 'just UI' when you own the end-to-end story, from business goals to how customers experience the product"

In this interview, Goel Taran opens up the "kitchen" of Amazon Ads: how you build a frontend culture from scratch, convince teams to invest in design systems, and make architectural bets without breaking trust.

by Ryan Levi

Amazon Ads

Goel Taran, Amazon: "Frontend stops being 'just UI' when you own the end-to-end story, from business goals to how customers experience the product"

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