How Two Best Friends Beat Amazon


The company’s crackdown on a worker protest in New York backfired and led to a historic labor victory.

In the first dark days of the pandemic, as an Amazon worker named Christian Smalls planned a small, panicked walkout over safety conditions at the retailer’s only fulfillment center in New York City, the company quietly mobilized.

Amazon formed a reaction team involving 10 departments, including its Global Intelligence Program, a security group staffed by many military veterans. The company named an “incident commander” and relied on a “Protest Response Playbook” and “Labor Activity Playbook” to ward off “business disruptions,” according to newly released court documents.

In the end, there were more executives — including 11 vice presidents — who were alerted about the protest than workers who attended it. Amazon’s chief counsel, describing Mr. Smalls as “not smart, or articulate,” in an email mistakenly sent to more than 1,000 people, recommended making him “the face” of efforts to organize workers. The company fired Mr. Smalls, saying he had violated quarantine rules by attending the walkout.

In dismissing and smearing him, the company relied on the hardball tactics that had driven its dominance of the market. But on Friday, he won the first successful unionization effort at any Amazon warehouse in the United States, one of the most significant labor victories in a generation. The company’s response to his tiny initial protest may haunt it for years to come.

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