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Amazon tells engineers to stop ‘tokenmaxxing’ to look productive

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Amazon tells engineers to stop ‘tokenmaxxing’ to look productive

Amazon wants its engineers to quit chasing token counts, warning that heavy AI usage does not automatically mean better work. In updated engineering guidelines published on October 27, the company laid out how developers and managers should gauge AI’s real impact — and the takeaway is blunt: consuming more tokens is not the same as delivering more value. Amazon is not backing away from the technology, though. “We are certain that whatever future best practices are, AI will be at the center of software engineering practice,” the company wrote.

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The guidance targets ‘tokenmaxxing,’ a practice where employees deliberately inflate their AI usage to look productive on internal dashboards. According to the memo, metrics such as AI adoption rates, token consumption, code changes, and code reviews become ‘deeply flawed’ when they are disconnected from actual results. Turning them into targets, Amazon says, encourages wasteful behavior that clashes with its emphasis on ‘frugality and simplicity’ and can raise both compute bills and software complexity.

The company’s preferred yardstick is long-term results. “We believe that it is best to measure, and be measured by, long-term outcomes,” Amazon wrote.


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