Amazon Has Lost Control of Its Messaging
March 13, 2026
Another dinobaby post. No AI unless it is an image. This dinobaby is not Grandma Moses, just Grandpa Arnold.
Amazon confuses me. I read “Amazon Convenes Deep Dive Internal Meeting to Address Outages.” The story reports that the leadership of the online bookstore held a meeting on Tuesday, March 10, 2026, “to discuss a string of recent site outages, including one tied to AI-assisted coding errors.” The Versant-tinged write up said, “Production changes were partly to blame for the issues, but the reference to GenAI was subsequently deleted.” I think this means that the dreams of AI doing reliable coding were waking some people up to the reality of “good enough” smart software. Even if the report is wonky, the message strikes me as, “Yep, AI code might have some downsides.”
A leader from the leadership team learns from smart software that “good enough” is the benchmark. Yeah, real life is different. Thanks, Venice.ai. Definitely just good enough.
Then I read “Amazon Is Determined to Use AI for Everything – Even When It Slows Down Work.” That write up says:
More than a half a dozen current and former Amazon corporate employees, in roles ranging from software engineer to user experience researcher to data analyst, told the Guardian that Amazon is pressing employees to integrate AI across all aspects of their work, even though these workers say this push is hurting productivity. They say Amazon is rolling out AI use in a haphazard way while also tracking their AI use, and they’re worried the company is essentially using them to train their eventual bot replacements. All of this, they said, is demoralizing.
Okay, that is a bit of negativity about Amazon’s business vision. More AI, fewer employees — Makes sense to me, stakeholders, and bean counters.
Plus, my newsfeed delivered this gem to me: “FCC Chair Criticizes Slow Pace of Amazon Satellite Launches.” I mostly believe this write up because it comes from the trust outfit Thomson Reuters. I note that Amazon does not want its competitor (Elon Musk, yep, the X.com and Grok fellow) to launch a million satellites. Good idea, but Mr. Musk has about 10,000 or so in orbit. Adding another 990,000 is unlikely to happen in the next few months. Nevertheless, Amazon is grousing and comes off as being grumpy and laggards in orbiting clutter in my opinion.
What caught my dinobaby mind is that these stories support my contention that Amazon’s messaging its PR or public relations is either doing a great job keeping Amazon in the news or struggling to neutralize high profile negativism about the company, its management, and its AI.
The fact that Amazon is whiffing in AI is bad. The fact that employees work in fear is bad. The grousing about Mr. Tesla is bad. The criticism of Amazon’s behavior by the US government is bad. When I add up the “bads”, the score is not too sporty.
Several observations are warranted:
- Amazon is in the category of “if we build it, they will come.” What’s been delivered is online outages and a signal that management is discovering it that what arrives with AI is problems.
- The public relations department at Amazon may need to up its game. Perhaps that unit could watch some AI SEO videos and figure out how to get some TikTok-type influencers to explain that Amazon is doing a bang up job. (What if Amazon’s PR professionals are using AI, and these Negative Nancy stories are further proof of some downsides in the rush to do “good enough” PR?)
- Management or leadership at Amazon seems to be making decisions that are not producing obvious wins. In fact, the decisions of the Carpetland crowd are the cause of the negative flows. On the other hand, maybe Amazon’s senior officers are using AI, and we are seeing the quality of the output in real news time?
Net net: Amazon does not have a PR problem. It has a management problem much more serious than a Perplexity shopping bot.
Stephen E Arnold, March 13, 2026
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