It’s as if they never existed. They are the ambassadors that Amazon paid to speak well of the company on Twitter. Often mocked, today they are part of an invisible past.
It is not uncommon to see Amazon being attacked on the working conditions front, whether in its warehouses or with regard to its delivery people. To counterbalance this bad press, the company decided in 2018 to set up an influence program on social networks, on Twitter in particular. Employees were selected to become company ambassadors on the platform, paid to publicly spread the good word.
The problem is that this army of ambassadors with very identifiable activity and reactions on Twitter was quick to arouse suspicion, until an investigation by The Intercept finished updating the stratagem. However, paying your employees to force them to say how great it is to work for yourself is nothing normal or reassuring in the real world. So much so that even assumed, and identifiable under the name of Amazon FC Ambassador, this program ended up having an effect completely opposite to that sought: to lead to an escalation in the controversies (in addition to systematically triggering mockery with regard to these accounts).
Everything has been deleted
It’s unclear how many Amazon employees have served as paid social media ambassadors. About fifty accounts of this type have been identified, all conveying messages of the same ilk and often copy-pasted responses. Anyway, according to the FinancialTimes, it was the low return on investment of this program that prompted the company’s executives to ask for it to be stopped. Since it was no longer profitable, the Amazon FC Ambassador was disbanded, and all traces of its activity were wiped from Twitter.