Almost, So Close, Jeff Bezos

Jeff Bezos had a moment. He attempted to do something truly useful for Amazon customers this past week, but choked. As tariffs have kicked in on goods coming out of China, the major producer of most Amazon offerings, it is only right that the price of tariffs affecting the consumer should be disclosed. However, Bezos backtracked and cowered upon getting called out by the White House press secretary, describing Bezos’ move as “hostile and political.” Honestly, I didn’t think Bezos would have had it in him and I, like many other surprised Americans, fully support the action. It seemed like Bezos was breaking away from the pack of billionaires who stood upstage at the inauguration in a manner described by Steve Bannon as that of trophies having been conquered by the current president and it was refreshing (and somewhat of a relief) to see that he could indeed still think for himself.  It’s a smart move for Amazon to show interest and empathy for their consumer-base in light of the recent economic turmoil this administration is set on continuing to cause. As for the press secretary who eagerly jumped at the opportunity to remark on the tariff disclosure, her interruption indicated the White House’s intention to keep the American people in the dark as to the cost of tariffs increasing the price of their shopping carts. It’s easier to get people to believe erroneously that China is absorbing the cost of the tariff and that it is not getting passed onto the buyers if there is not tangible proof on their screen that says otherwise. The press secretary would be wise to adopt a manner of patience and aloofness not natural to someone so ambitious, young, and annoyingly eager to please a person who has all but forgotten their predecessor, Sarah Huckabee Sanders, who continues to tally the tornado damage in Arkansas.

In short, Bezos was just short of creating the moment he had hoped to spark with the all-female Blue Origin flight, one of admiration and unity from his US consumers. We want someone who is looking out for our best interest, Bezos might have the heart to do it, he just needs to get out of his own way.