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There were six packing lines at Amazon’s Augsburg center, each with two conveyor belts feeding tables where the packers stood and did the packing.

The first conveyor belt fed the table with goods stored in boxes, and the second carried the goods away in sealed packages ready for distribution by UPS, Fed Ex, and their German counterparts.

There is still more humbug in the air because Amazon treats a second significant grouping of men and women with whom it has dealings—its employees—with the very opposite of care and trust.

Amazon’s employees are almost completely absent from Onetto’s lecture, and they make their one major appearance when they too are wheeled in as devotees of the cult of the customer: “We make sure that every associate at Amazon is really a customercentric person, that cares about the customer.” But as so often in Amazon’s recent history, it has been in Germany that this humbug has been stripped away and the true role of the “cult of the customer” has become clear.

In the past three years, the harsh side of Amazon has come to light in the United Kingdom and Germany as well as the United States, and Amazon’s contrasting conduct in America and Britain, on one side, and in Germany, on the other, reveals how the political economy of Germany is employee friendly in a way that those of the other two countries no longer are.

Amazon, like General Electric and Walmart, prides itself as a self-consciously ideological corporation, with Jeff Bezos and his senior executives proclaiming an “Amazon Way” that can illuminate the path forward for less innovative businesses.

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I am facilitating for my customers to buy what they need.” Amazon’s larding of its customer cult with the moral language of “care” and “trust” comes with a strong dose of humbug because Amazon’s customers are principally valued by the corporation as mainstays of the bottom line, and not as vehicles for the fulfillment of personal relationships.

With this twenty-first-century Taylorism, management experts, take the basic workplace tasks at Amazon, such as the movement, shelving, and packaging of goods, and break down these tasks into their subtasks, usually measured in seconds; then rely on time and motion studies to find the fastest way to perform each subtask; and then reassemble the subtasks and make this “one best way” the process that employees must follow.

Amazon is also a truly global corporation in a way that Walmart has never been, and this globalism provides insights into how Amazon responds to workplaces beyond the United States that can follow different rules.

In December 2009 Mark Onetto, chief of operations and customer relations at Amazon and a close collaborator of Bezos, gave an hourlong lecture on the Amazon Way to master’s of business administration students at the University of Virginia’s Darden School of Business.

Onetto is a disconcerting figure, because once he starts talking, style and substance are in sharp contrast.




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