Mahsa Bakhshaei

Product Research Lead for Kids Devices & Services, Amazon

Mahsa Bakhshaei is the Product Research Lead for Kids Devices & Services at Amazon, where she leads research across the Amazon Kids ecosystem, including Fire Tablet, Kindle, Echo, Fire TV, the Kids+ subscription, and the Parent Dashboard app. Her work spans hardware, software, content, and international market expansions, guiding the design of safe and engaging digital experiences for millions of children worldwide. Before Amazon, she was Head of UX Research at Kiddom, where she built the research function from the ground up and embedded insight-driven decision-making across product development. Prior to that, she served as Principal Research Manager at Digital Promise, leading partnerships with organizations like Google and Verizon to design and evaluate learning products through longitudinal research. Mahsa earned her PhD in Sociology of Education from the Université de Montréal, where her research focused on how culture and society shape educational achievement. She held postdoctoral fellowships at UCLA and McGill University, and her dissertation was published as a book by McGill-Queen’s University Press.