Summary
Overview
Work History
Education
Skills
Timeline
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Sheetal Singh

Delhi,India

Summary

Seasoned Software Development Engineer with 5+ years at Amazon, demonstrating end-to-end ownership of mission-critical systems across personalization, logistics, and platform infrastructure. Proven track record in leading cross-functional programs such as Customer-Centric Tailoring, AAPI Twister Migration, and ACS Onboarding—delivering scalable architectures, accelerating marketplace expansion by 65–90%, and driving system-wide reliability improvements. Trusted technical leader known for influencing org-level decisions, mentoring engineers, and raising the engineering bar through simplification, automation, and operational excellence. Brings a strong product mindset backed by deep technical acumen and a passion for high-impact innovation.

Overview

6
6
years of professional experience

Work History

Software Development Engineer II - Seller Fulfillment

AMAZON
Delhi, India
07.2024 - Current
  • ACS Onboarding & EasyShip Expansion
    Led ACS onboarding for EasyShip Settings Page and Registration UI across UK, DE, and JP, reducing marketplace expansion effort by 65% (from 4 weeks to 7 days).
    Designed ACS schema with 20+ configuration entries, authored comprehensive SOPs for future expansions, and implemented config deduplication for maintainability.
    Spearheaded data warehouse extension for JP, delivering cross-realm infra + service support.
    Owned and delivered Dockyard and Panjeekaran features for UK/DE marketplaces.
  • SBR & Prime Dashboard Initiatives
    Designed and launched a Performance Dashboard for ES Prime Sellers, collaborating across teams including Kenobi and PMs.
    Developed stack for order date aggregation in FE realm to support analytics for SG/UK/DE Prime.
    Standardized SBR onboarding via prioritized ACS schema (P0/P1/P2), resulting in 93% effort reduction in ShippingPlatformPortal and 65%+ for GD/Registration flows.
  • Operational & Engineering Excellence
    Introduced CTI auto-resolve workflows, reducing ticket volume from noise sources.
    Escalated and resolved infra bottlenecks during Panjeekaran rollout by initiating host procurement.
    Authored and enforced LTRAs for Tier-1 services (e.g., TwisterVariationsV2, MediaMatrixFull), ensuring peak-readiness and system reliability.

Software Development Engineer I & II - BuyX Detail Page

AMAZON
Bangalore, India
07.2019 - 06.2024
  • Tailoring: Customer-Centric Personalization (2022–2023)
    Acted as Tech Lead for a multi-year QBR initiative tailoring Amazon Detail Pages using customer signals and interactions.
    Led API contracts with AAPI for personalized signals (e.g., review interaction, visual engagement), and launched 6+ personalization experiments in a year.
    Integrated CUE via RSS to surface previously viewed ASINs on ATF in mobile, leading an end-to-end feasibility study, design (HLD/LLD), and implementation with the Personalization team.
    Investigated and documented Percolate integration, removing legacy ambiguity and enabling faster onboarding of future features.
    Defined experiment frameworks, prioritized timelines, mentored SDEs across 8+ teams, and delivered all QBR goals.
  • Twister and NeVa Re-Architecture (AAPI Migration)
    Led Phase 2 Twister Migration     to AAPI (batch-prefetch), ensuring zero latency/CX regressions and seamless transition across multiple teams.
    Architected and migrated NeVa (Newer Version widget) to AAPI, eliminating PAS/RPA dependencies and resolving long-standing availability issues.
    Deprecated legacy physicalID usage, replacing it with robust URL construction via AAPI, eliminating Sev2-prone patterns.
  • Twister+ & CC Cards Refresh Framework
    Designed pub-sub-based refresh framework for Twister+’s CC cards to enable seamless interactions between product bundles and dynamic add-ons.
    Collaborated across Catalyst/Complement teams to implement real-time card updates with minimal latency.
  • OE, Monitoring, and On-Call Leadership
    Created custom Operational Readiness Review (ORR) templates tailored for UI-heavy applications.
    Led weekly Ops Reviews for over a year, improving ticket triaging and on-call effectiveness.
    Developed centralized dashboards for all AJAX controllers, establishing SLA-aligned alarms for peak periods.
  • Mentorship & Collaboration
    Mentored 4 new engineers and 1 intern, and guided cross-team SDEs on tailoring, Percolate, and ACS initiatives.
    Acted as BuyX POC for tailoring; aligned priorities with PMs, influenced technical decisions, and resolved ownership conflicts (e.g., MSPS vs. RRDX configs).

Education

Bachelor of Technology - Information Technology

IGDTUW
Delhi
01.2019

Skills

  • System Design & Distributed Architecture – Scalable service design across AAPI, ACS, and tier-1 systems (eg, Twister, NeVa, EasyShip, Percolate)
  • Personalization & Experimentation – End-to-end ownership of customer-centric tailoring initiatives, leading 6 experiments on Amazon Detail Page
  • Service-Oriented Engineering – Expertise in Amazon API integration, ACS onboarding, service realm expansion (JP, EU), and dashboard development
  • Operational Excellence – Strong focus on system monitoring, LTRAs, ORRs, and proactive on-call ownership (Sev2 mitigation, dashboarding, alarm thresholds)
  • Stakeholder & Cross-Team Leadership – Consensus building across PMs, PEs, QA, UX, and SDEs (8 teams), with mentorship across org boundaries
  • Process & Quality Engineering – Delivered SOPs, 100% test coverage, weblab deprecation, and simplified configuration pipelines for ACS and ES
  • Languages & Frameworks – Java, Python, JavaScript, SQL, Spring Framework
  • Tools & Technologies – AWS, Git, Amazon AAPI, ACS, Kenobi, Quip, Percolate, Remote Strategy Service, Jenkins
  • Methodologies – Agile, Scrum, Release Readiness (RRDX/Kale), Design Reviews (HLD/LLD), Risk Assessments

Timeline

Software Development Engineer II - Seller Fulfillment

AMAZON
07.2024 - Current

Software Development Engineer I & II - BuyX Detail Page

AMAZON
07.2019 - 06.2024

Bachelor of Technology - Information Technology

IGDTUW

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Sheetal Singh