Combining knowledge graphs, quickly and accurately

Novel cross-graph-attention and self-attention mechanisms enable state-of-the-art performance.

Knowledge graphs are a way of representing information that can capture complex relationships more easily than conventional databases. At Amazon, we use knowledge graphs to represent the hierarchical relationships between product types on amazon.com; the relationships between creators and content on Amazon Music and Prime Video; and general information for Alexa’s question-answering service — among other things.

Expanding a knowledge graph often involves integrating it with another knowledge graph. But different graphs may use different terms for the same entities, which can lead to errors and inconsistencies during integration. Hence the need for automated techniques of entity alignment, or determining which elements of different graphs refer to the same entities.

In a paper accepted to the Web Conference, my colleagues and I describe a new entity alignment technique that factors in information about the graph in the vicinity of the entity name. In tests involving the integration of two movie databases, our system improved upon the best-performing of ten baseline systems by 10% on a metric called area under the precision-recall curve (PRAUC), which evaluates the trade-off between true-positive and true-negative rates.

Despite our system’s improved performance, it remains highly computationally efficient. One of the baseline systems we used for comparison is a neural-network-based system called DeepMatcher, which was specifically designed with scalability in mind. On two tasks, involving movie databases and music databases, our system reduced training time by 95% compared to DeepMatcher, while offering enormous improvements in PRAUC.

To implement our model, we used a new open-source tool called DGL (Deep Graph Library), which was developed by researchers in Amazon Web Services.

A graph is a mathematical object that consists of nodes, usually depicted as circles, and edges, usually depicted as line segments connecting the circles. Network diagrams, organizational charts, and flow charts are familiar examples of graphs.

Our work specifically addresses the problem of merging multi-type knowledge graphs, or knowledge graphs whose nodes represent more than one type of entity. For instance, in the movie data sets we worked with, a node might represent an actor, a director, a film, a film genre, and so on. Edges represented the relationships between entities — acted in, directed, wrote, and so on.

Entity alignment.png
This example illustrates the challenge of entity alignment. IMDB lists the writer of the movie Don’t Stop Dreaming as Aditya Raj, but the (now defunct) Freebase database lists him as Aditya Raj Kapoor. Are they the same person?

Our system is an example of a graph neural network, a type of neural network that has recently become popular for graph-related tasks. To get a sense for how it works, consider the Freebase example above, which includes what we call the “neighborhood” of the node representing Aditya Raj Kapoor. This is a two-hop local graph, meaning that it contains the nodes connected to Kapoor (one hop) and the nodes connected to them (two hops), but it doesn’t fan out any farther through the knowledge graph. The neighborhood thus consists of six nodes.

With a standard graph neural network (GNN), the first step — known as the level-0 step — is to embed each of the nodes, or convert it to a fixed-length vector representation. That representation is intended to capture information about node attributes useful for the network’s task — in this case, entity alignment — and it’s learned during the network’s training.

Next, in the level-1 step, the network considers the central node (here, Aditya Raj Kapoor) and the nodes one hop away from it (Don’t Stop Dreaming and Sambar Salsa). For each of these nodes, it produces a new embedding, which consists of the node's level-0 embedding concatenated with the sum of its immediate neighbors' level-0 embeddings.

At the level-2 step — the final step in a two-hop network — the network produces a new embedding for the central node, which consists of that node’s level-1 embedding concatenated with the summation of the level-1 embeddings of its immediate neighbors.

Graph neural network
A demonstration of how graph neural networks use recursive embedding to condense all the information in a two-hop graph into a single vector. Relationships between entities — such as "produce" and "write" in a movie database (red and yellow arrows, respectively) — are encoded in the level-0 embeddings of the entities themselves (red and orange blocks).
Stacy Reilly

In our example, this process compresses the entire six-node neighborhood graph from the Freebase database into a single vector. It would do the same with the ten-node neighborhood graph from IMDB, and comparing the vectors is the basis for the network’s decision about whether or not the entities at the centers of the graphs — Aditya Raj and Aditya Raj Kapoor — are the same.

This is the standard implementation of the GNN for the entity alignment problem. Unfortunately, in our experiments, it performed terribly. So we made two significant modifications.

The first was a cross-graph attention mechanism. During the level-1 and level-2 aggregation stages, when the network sums the embeddings of each node’s neighbors, it weights those sums based on a comparison with the other graph.

In our example, that means that during the level-1 and level-2 aggregations, the nodes Don’t Stop Dreaming and Sambar Salsa, which show up in both the IMDB and Freebase graphs, will get greater weight than Gawaahi and Shamaal, which show up only in IMDB.

Cross-graph attention.png
In this example, our cross-graph attention mechanism (blue lines) gives added weight (dotted red lines) to the embeddings of entities shared between neighborhood graphs.

The cross-graph attention mechanism thus emphasizes correspondences between the graphs and de-emphasizes differences. After all, the differences between the graphs is why it’s useful to combine their information in the first place.

Radioactive.png
The original version of “Radioactive” and the remix are distinct tracks, but they share so many attributes that a naïve entity alignment system might misclassify them as identical.

This approach has one major problem, however: sometimes the differences between graphs matter more than their correspondences. Consider the example at left, which compares two different versions of Imagine Dragons’ hit “Radioactive”, the original album cut and the remix featuring Kendrick Lamar.

Here, the cross-graph attention mechanism might overweight the many similarities between the two tracks and underweight the key difference: the main performer. So our network also includes a self-attention mechanism.

Self-attention.png
The application of our self-attention mechanism in our running example involving Aditya Raj.

During training, the self-attention mechanism learns which attributes of an entity are most important for distinguishing it from entities that look similar. In this case, it would learn that many distinct recordings may share the same songwriter or songwriters; what distinguishes them is the performer.

These two modifications are chiefly responsible for the improved performance of our model versus the ten baselines we compared it with.

Finally, a quick remark about one of the several techniques we used to increase our model’s computational efficiency. Although, for purposes of entity alignment, we compare two-hop neighborhoods, we don’t necessarily include a given entity’s entire two-hop neighborhood. We impose a cap on the number of nodes included in the neighborhood, and to select nodes for inclusion, we use weighted sampling.

The sample weights have an inverse relationship to the number of neighbor nodes that share the same relationship to the node of interest. So, for instance, a movie might have dozens of actors but only one director. In that case, our method would have a much higher chance of including the director node in our sampled neighborhood than it would of including any given actor node. Restricting the neighborhood size in this way prevents our method’s computational complexity from getting out of hand.

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Ever wonder how you can keep the world’s largest selection also the world’s safest and legally compliant selection? Then come join a team with the charter to monitor and classify the billions of items in the Amazon catalog to ensure compliance with various legal regulations. The Classification and Policy Platform team is looking for Applied Scientists to build technology to automatically monitor the billions of products on the Amazon platform. The software and processes built by this team are a critical component of building a catalog that our customers trust. You will have an opportunity to work with machine learning algorithms on large datasets. You will need to build Amazon scale applications running on Amazon Cloud that both leverage and create new technologies to process large volumes of data that derive patterns and conclusions from the data. We are looking for highly motivated applied scientists and engineers interested in delivering the next level of innovation to product search for Amazon. As an Applied Scientist on the CPP team, you will be responsible for working across backend, client, business development, and data engineering teams to coordinate deep-dives, inform roadmaps, visualize metrics, and create predictive models to determine how we can best serve our customers. Key job responsibilities Designing and implementing new features and machine learned models, including the application of state-of-art deep learning to solve search matching and ranking problems, including filtering, new content indexing, and apply document understanding Conducting and coordinating process development leading to improved and streamlined processes for model development. Strong customer focus is essential Working closely with Product Managers to expand depth of our product insights with data, create a variety of experiments, and determine the highest-impact projects to include in planning roadmaps Providing technical and scientific guidance to your team members Communicating effectively with senior management as well as with colleagues from science, engineering, and business backgrounds Being a cultural leader that ensures teams are collecting, understanding, and using data to inform every decision that impacts our customers The successful candidate will have an established background in developing customer-facing experiences, a strong technical ability, a start-up mentality, excellent project management skills, and great communication skills. Amazon Science gives you insight into the company’s approach to customer-obsessed scientific innovation. Amazon fundamentally believes that scientific innovation is essential to being the most customer-centric company in the world. It’s the company’s ability to have an impact at scale that allows us to attract some of the brightest minds in artificial intelligence and related fields. Our scientists continue to publish, teach, and engage with the academic community, in addition to utilizing our working backwards method to enrich the way we live and work. Please visit https://www.amazon.science for more information.
US, WA, Seattle
The Sponsored Products and Brands (SPB) team at Amazon Ads is transforming advertising through generative AI technologies. We help millions of customers discover products and engage with brands across Amazon.com and beyond. Our team combines human creativity with artificial intelligence to reinvent the entire advertising lifecycle—from ad creation and optimization to performance analysis and customer insights. We develop responsible AI technologies that balance advertiser needs, enhance shopping experiences, and strengthen the marketplace. Our team values innovation and tackles complex challenges that push the boundaries of what's possible with AI. Join us in shaping the future of advertising. Key job responsibilities This role will redesign how ads create personalized, relevant shopping experiences with customer value at the forefront. Key responsibilities include: - Design and develop solutions using GenAI, deep learning, multi-objective optimization and/or reinforcement learning to transform ad retrieval, auctions, whole-page relevance, and shopping experiences. - Partner with scientists, engineers, and product managers to build scalable, production-ready science solutions. - Apply industry advances in GenAI, Large Language Models (LLMs), and related fields to create innovative prototypes and concepts. - Improve the team's scientific and technical capabilities by implementing algorithms, methodologies, and infrastructure that enable rapid experimentation and scaling. - Mentor junior scientists and engineers to build a high-performing, collaborative team. A day in the life As an Applied Scientist on the Sponsored Products and Brands Off-Search team, you will contribute to the development in Generative AI (GenAI) and Large Language Models (LLMs) to revolutionize our advertising flow, backend optimization, and frontend shopping experiences. This is a rare opportunity to redefine how ads are retrieved, allocated, and/or experienced—elevating them into personalized, contextually aware, and inspiring components of the customer journey. You will have the opportunity to fundamentally transform areas such as ad retrieval, ad allocation, whole-page relevance, and differentiated recommendations through the lens of GenAI. By building novel generative models grounded in both Amazon’s rich data and the world’s collective knowledge, your work will shape how customers engage with ads, discover products, and make purchasing decisions. If you are passionate about applying frontier AI to real-world problems with massive scale and impact, this is your opportunity to define the next chapter of advertising science. About the team The Off-Search team within Sponsored Products and Brands (SPB) is focused on building delightful ad experiences across various surfaces beyond Search on Amazon—such as product detail pages, the homepage, and store-in-store pages—to drive monetization. Our vision is to deliver highly personalized, context-aware advertising that adapts to individual shopper preferences, scales across diverse page types, remains relevant to seasonal and event-driven moments, and integrates seamlessly with organic recommendations such as new arrivals, basket-building content, and fast-delivery options. To execute this vision, we work in close partnership with Amazon Stores stakeholders to lead the expansion and growth of advertising across Amazon-owned and -operated pages beyond Search. We operate full stack—from backend ads-retail edge services, ads retrieval, and ad auctions to shopper-facing experiences—all designed to deliver meaningful value.