Case Study: Workers at Amazon are Not Feeling Motivated

CASE STUDY: Workers at Amazon are Not Feeling Motivated
While Amazon has become the undisputed giant of the e-commerce world, its growth has come at the expense
of employee motivation. Poor working conditions in its fulfillment centers suggest an imminent employee
morale crisis. Amazon now faces difficult decisions about balancing the needs of its workers with its mandate
to deliver growth and profits to shareholders. This activity is important because it illustrates such tradeoffs,
which are common in both large and small companies.
The goal of this exercise is for you to consider options that Amazon might have to address employee
motivation and morale in a number of critical areas.
Read about Amazon’s working conditions and employee morale crisis. Then, using the three-step problemsolving approach, answer the questions that follow.
Across the globe at over 175 fulfillment centers, more than 125,000 workers frantically “pick, pack, and ship
millions of customer orders to the tune of millions of items per year.”1 Amazon’s innovations, like
free 2-day shipping for Prime members, dash buttons, and in-home delivery, have made the retail giant a
standout in customer service. The company has consistently received award-winning customer satisfaction
ratings.2 Amazon became the most valuable public company and second largest e-commerce company in the
world in 2019 by being hyper-focused on customer experiences.3

Sample Solution