Amazon’s post-Bezos experiment hasn’t gone exactly as planned
Amazon CEO Jeff Bezos speaks during an Action on Forests and Land Use event on day three of COP26 at SECC on November 2, 2021 in Glasgow, United Kingdom.
Paul Ellis | Getty Images
When Amazon announced just over two years ago that founder and then-CEO Jeff Bezos would turn the helm over to former cloud boss Andy Jassy, few investors or analysts reacted with much concern.
Jassy, a close confidant of Bezos, was known as an Amazon lifer and a celebrated figure inside the company and across the industry because he launched Amazon Web Services, which became one of the most valuable businesses in the world. Analysts at Wedbush practically yawned at the move, saying the transition would likely be “seamless and largely inconsequential.”
Unfortunately for Jassy, his short tenure at the helm has been all too eventful.
Since Jassy officially succeeded Bezos in July 2021, Amazon has experienced its most turbulent period since the dot-com crash. Last year marked its slowest year for revenue growth as a public company, and Jassy has been forced to guide Amazon through a series of cost-cutting measures that nobody predicted would be necessary when business was booming through the Covid pandemic.
Amazon shares have plunged by 44% since July 5, 2021, Jassy’s first day as CEO. And on Monday, Jassy said the company is cutting another 9,000 jobs, adding to the 18,000 layoffs that were announced in January. While the cuts represent a small percentage of Amazon’s corporate workforce, they still represent a shocking turn for a company that was in non-stop growth phase for the better part of 25 years.
“Given the uncertain economy in which we reside, and the uncertainty that exists in the near future, we have chosen to be more streamlined in our costs and headcount,” Jassy wrote in an email to employees.
Much of Jassy’s unfortunate circumstance can be attributed to bad timing — historically high inflation pushed the Federal Reserve to raise rates, crippling growth across the U.S. tech sector. But whether it’s bad luck, his own missteps or some combination of the two, Jassy is an unenviable position as only the second CEO in Amazon’s history.
Bezos, his predecessor, transformed Amazon from a bookseller into a retail, cloud computing and advertising giant that became known for an inventive, startup-like atmosphere. On Bezos’ watch, the company turned out groundbreaking inventions like the Kindle e-reader and the Echo smart speaker, and invested in new verticals like original content, health care and brick-and-mortar grocery stores.
So far, the Jassy era has been all about belt tightening and retrenchment from some of Amazon’s more experimental pursuits.
For the past year, Jassy has been trimming expenses across the company. Many unproven bets, like Amazon’s Scout delivery robot, a virtual tours service, Care telehealth program, and a video-calling device for kids were axed. He made the decision to shutter all of its 4-star, Pop Up and Books stores and, earlier this year, announced Amazon would close some Fresh supermarkets and Go cashierless convenience marts. Drone delivery, one of Bezos’ pet projects, is struggling mightily to get off the ground as it, too, faces cost cuts.
The pandemic-driven e-commerce boom pushed Amazon to double its physical footprint between 2020 and 2022. The stock soared, along with head count. But as the economy reopened and online sales stalled, Amazon found itself saddled with more facilities than it could efficiently put to use and eventually moved to close, cancel or delay the opening of many new warehouses.
Earlier this month, Amazon paused construction of the second phase of its sprawling new campus in Arlington, Virginia, dubbed HQ2. Other construction projects in Nashville, Tennessee, and Bellevue, Washington, have also been put on hold, in part because much of Amazon’s corporate workforce has been working remotely since the pandemic.
Jassy is under immense pressure to prove he can get expenses under control. But in order to revive the enthusiasm that Bezos drove into Amazon’s culture, he’s eventually got to find new engines for growth.
In its fourth-quarter earnings report, Amazon barely eked out a profit, and the company issued disappointing guidance for the first quarter, with revenue growth expected to be stuck in the mid-single digits.
It’s not exactly what Bezos had in mind, when he told employees in early 2021 about the coming CEO transition.
“Amazon couldn’t be better positioned for the future,” Bezos wrote at the time in a letter to staffers. “We are firing on all cylinders, just as the world needs us to. We have things in the pipeline that will continue to astonish.”
Tik Tok creators gather before a press conference to voice their opposition to the “Protecting Americans from Foreign Adversary Controlled Applications Act,” pending crackdown legislation on TikTok in the House of Representatives, on Capitol Hill in Washington, U.S., March 12, 2024.
Craig Hudson | Reuters
The Supreme Court on Friday will hear oral arguments in the case involving the future of TikTok in the U.S., which could ban the popular app as soon as next week.
The justices will consider whether the Protecting Americans from Foreign Adversary Controlled Applications Act, the law that targets TikTok’s ban and imposes harsh civil penalties for app “entities” that continue to carry the service after Jan.19, violates the U.S. Constitution’s free speech protections.
It’s unclear when the court will hand down a decision, and if China’s ByteDance continues to refuse to divest TikTok to an American company, it faces a complete ban nationwide.
What will change about the user experience?
The roughly 115 million U.S. TikTok monthly active users could face a range of scenarios depending on when the Supreme Court hands down a decision.
If no word comes before the law takes effect on Jan. 19 and the ban goes through, it’s possible that users would still be able to post or engage with the app if they already have it downloaded. However, those users would likely be unable to update or redownload the app after that date, multiple legal experts said.
Thousands of short-form video creators who generate income from TikTok through ad revenue, paid partnerships, merchandise and more will likely need to transition their businesses to other platforms, like YouTube or Instagram.
“Shutting down TikTok, even for a single day, would be a big deal, not just for people who create content on TikTok, but everyone who shares or views content,” said George Wang, a staff attorney at the Knight First Amendment Institute who helped write the institute’s amicus briefs on the case.
“It sets a really dangerous precedent for how we regulate speech online,” Wang said.
Who supports and opposes the ban?
Dozens of high-profile amicus briefs from organizations, members of Congress and President-elect Donald Trump were filed supporting both the government and ByteDance.
The government, led by Attorney General Merrick Garland, alleges that until ByteDance divests TikTok, the app remains a “powerful tool for espionage” and a “potent weapon for covert influence operations.”
Trump’s brief did not voice support for either side, but it did ask the court to oppose banning the platform and allow him to find a political resolution that allows the service to continue while addressing national security concerns.
The short-form video app played a notable role in both Trump and Democratic nominee Kamala Harris’ presidential campaigns in 2024, and it’s one of the most common news sources for younger voters.
In a September Truth Social post, Trump wrote in all caps Americans who want to save TikTok should vote for him. The post was quoted in his amicus brief.
What comes next?
It’s unclear when the Supreme Court will issue its ruling, but the case’s expedited hearing has some predicting that the court could issue a quick ruling.
The case will have “enormous implications” since TikTok’s user base in the U.S. is so large, said Erwin Chemerinsky, dean of Berkeley Law.
“It’s unprecedented for the government to prohibit platforms for speech, especially one so many people use,” Chemerinsky said. “Ultimately, this is a tension between free speech issues on the one hand and claims of national security on the other.”
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