Amazon’s workforce – when a “reputation crisis” isn’t a reputation crisis

In the wake of an expose in the New York Times on Amazon’s treatment of its staff, we were curious to see what impact the negative coverage was having on Amazon’s reputation among their key stakeholders.

Our key findings were:

• Amazon’s reputation decline has been short-lived and not as steep or pronounced as previous issues such as corporation tax payments.
• Calls for consumers to boycott the company have been muted and there is little evidence to suggest this group has been affected.
• Investors remain untroubled by the situation, with the company’s share price showing a minor uptick during the period.
• Current and potential employees remain the most at-risk group with Amazon’s reputation already poor with this stakeholder relative to its industry peers.
• Amazon’s ability to attract and retain the best talent, which is central to its mission to out-innovate the competition, presents a medium- to long-term reputation risk for Consumers and Investors

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