No one has mastered the art of consumption quite like Jeff Bezos. Bezos is the richest man alive and the mastermind behind Amazon, the world’s largest marketplace. The in-depth documentary Amazon Empire: The Rise and Reign of Jeff Bezos makes it clear that Bezos’ ambitions are unlikely to stop here on Earth.
The film begins by telling the beginnings of Bezos’ empire. Dissatisfied with his promising career on Wall Street, he started his own business, an online bookstore. Even at this early stage, Bezos was obsessed with creating the ideal customer experience. He relies on reams of data to track their purchases. Some argue that these methods are undeniably consumer-friendly. Others see it as exploitation.
This critique has taken on even more urgency today. Amazon currently dominates the consumer goods space. Users rely on them to buy groceries. The company has expanded its reach into the healthcare and military industries. Recently they announced their intention to establish a colony on the Moon.
While Bezos’ rise is astronomically impressive, the film is by no means a pin-up poodle. Behind the veneer of their American track record, the filmmakers uncover many cracks and mob-like tactics.
Amazon’s strategy of monopolizing markets has undermined small businesses around the world. The company reached out to many of these businesses by offering to use their websites to sell products. But the posturing comes at a price, and companies involved in such partnerships often fall victim to rising fees and a lack of operational support.
The film interviews people who worked with Bezos in the early days of his company, entrepreneurs who felt the sting of extortion while doing business on the platform, and current executives who tried to explain the company’s powerful strategy and apologize.
Working conditions for Amazon warehouse workers have been particularly controversial recently. The film takes us inside these warehouses, where workers struggle with constant surveillance, rising standards, and low wages and benefits.
The film does an excellent job of exploring abuses that demand greater regulation and greater scrutiny.
Directed by: James Jacoby
