For brands thinking about the next generation, Amazon is putting youth, entrepreneurship and AI at the centre of the conversation.
Amazon has launched the Amazon Youth Council (AYC) in partnership with the UAE’s Federal Youth Authority, bringing together young Emirati professionals from Amazon and AWS to work across technology, innovation, entrepreneurship and culture.
Launched on International Youth Day, the Council will give members access to mentorship, skills development, technology training and Amazon’s global innovation network. It will also create opportunities for young Emiratis to lead community initiatives and cultural programmes.
For marketers, the more interesting story is already taking shape around the Council’s work with entrepreneurs and homegrown brands.
One of its first initiatives brought Emirati founders and local businesses into Amazon’s Dubai office, where employees could meet entrepreneurs, explore new businesses and take part in AI and innovation workshops. The activation also featured a Shark Tank-style competition, alongside experiences focused on sustainability, wellness and Emirati culture.
It creates a useful blueprint for how companies can connect talent development with brand experience and community engagement.
“At Amazon, we believe in the power of continuous learning and curiosity to unlock potential,” says Ronaldo Mouchawar, VP, Amazon Middle East, Africa and Turkey. “The Amazon Youth Council brings that spirit to the next generation of Emirati talent.”
The Council will also work with the Federal Youth Authority on programmes designed to develop professional skills and create connections between young Emiratis and Amazon’s wider technology and innovation ecosystem.
Jassim Al Obaidli, Director of Youth Interaction Department and Head of the Youth Councils Network at the UAE Federal Youth Authority, says the partnership combines Amazon’s global expertise with the UAE’s focus on youth development.
For brands operating in the UAE, the initiative points to a broader opportunity. Young Emiratis are building companies, creating content, developing technology and shaping the culture around them. Creating meaningful platforms for that talent can strengthen employer brands, community relationships and long-term relevance.
Amazon is betting that giving young people the tools, networks and stage to build can create impact well beyond the workplace.
