Amazon is actually trying to soften its image as regulatory scrutiny grows

Founder of space company Blue Origin, Jeff Bezos, speaks about the future of commercial space travel.

Brent Lewis | Denver Post | Getty Images

Founder of space company Blue Origin, Jeff Bezos, speaks about the future of commercial space travel.

Amazon’s relentless pursuit of growth in retail, cloud computing, advertising along with consumer devices has put the company squarely inside sights of Washington lawmakers who are concerned about Big Tech’s growing influence over consumers. nevertheless rather than fiercely fighting every battle, Amazon looks like its ready to play nice.

In March, Amazon dropped a policy of which prevented merchants via offering lower prices on some other websites following an investigation request by Sen. Richard Blumenthal (D-Conn.). Last month, the company scaled back some of its most aggressive promotion tactics after Sen. Elizabeth Warren (D-Mass.) called out abusive business practices. along with late last year Amazon raised its minimum wage to $15 following criticism of the company’s working conditions by Sen. Bernie Sanders (D-VT).

Amazon also confirmed to CNBC of which of which would likely soon start accepting cash at the Amazon Go cashierless stores as a growing number of cities along with states push for laws of which require all stores to serve the unbanked. of which’s all part of a strategy to be more likable at a time when tech companies are drawing heat for behavior of which looks increasingly anti-competitive.

“I believe Amazon has made the connection between likability along with immunity via regulation,” said NYU business professor Scott Galloway, author of “The Four: The Hidden DNA of Amazon, Apple, Facebook, along with Google.”

This kind of is actually a different company via the vigorously defensive, win-at-all-cost Amazon we’re used to seeing.