"At Amazon, "Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers." That description-with parts bolded for emphasis by this reporter-sits at the top of a webpage on Amazon's corporate jobs site under a subtitle that reads "Customer Obsession," which is the first and most famous Leadership Principle that Amazon has long said should guide how its employees act."
"On Monday, a federal judge will begin hearing the Federal Trade Commission's case against Amazon that alleges the company intentionally used manipulative practices to trick customers into signing up for the Prime membership service, and knowingly complicated the cancellation process. The case, first filed by the FTC in 2023 under then-chair Lina Khan, outlined a half dozen ways that Amazon utilized misleading web design tactics, known as "dark patterns," to get online shoppers to enroll in the Prime program when making a purchase,"
Amazon's stated Leadership Principle of customer obsession emphasizes starting with the customer and obsessing over their needs. CEO Andy Jassy filmed a tutorial to reinforce Leadership Principles amid rapid hiring and perceived cultural erosion. The Federal Trade Commission filed a 2023 lawsuit alleging Amazon used misleading web-design tactics, labeled "dark patterns," to enroll shoppers in Prime during purchases and to complicate cancellations. The FTC described multiple techniques and cited an internal cancellation flow nicknamed "Iliad," described as a four-page, six-click, fifteen-option process that distracted or derailed customers attempting to cancel. A federal judge will hear the case in Seattle.
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