By taking a softer approach to sensitive issues, Amazon is trying to send a message that it's not a ruthless corporate behemoth.
Amazon's relentless pursuit of growth in retail, cloud computing, advertising and consumer devices has put the company squarely in the sights of Washington lawmakers who are concerned about Big Tech's growing influence over consumers. But rather than fiercely fighting every battle, Amazon looks like its ready to play nice.
"I believe Amazon has made the connection between likability and immunity from regulation," said NYU business professor Scott Galloway, author of"The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google." Galloway, an outspoken critic of Amazon, said the company's effort to soften its image is its way of telling regulators,"Don't break us up." Galloway has argued that, for the sake of competition, Amazon needs to be split up.
"This is a good strategy by Amazon to address these comments early before one of the candidates makes Amazon the poster child of what they refer to as the problems with Big Tech," Hosanagar said.Bezos's annual shareholder letter this week may have reflected some of the company's concerns.
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