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Gen Z TikTok creators are turning against Amazon

The ‘People Over Prime’ campaign is a public setback for the company, which has courted influencers

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Updated August 17, 2022 at 3:00 p.m. EDT|Published August 16, 2022 at 6:00 a.m. EDT
Amazon Labor Union President Chris Smalls, cited as an inspiration by a young leader with the group Gen Z For Change, speaks at a New York City rally. (David Dee Delgado/Getty Images)
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A coalition of top TikTok stars is pledging to cease all work with Amazon — including shutting down storefronts and halting new partnerships with the e-commerce platform — until the company meets the demands of the Amazon Labor Union.

Boasting a combined following of over 51 million, the group of 70 TikTok creators says that the campaign, called the “People Over Prime Pledge,” is designed to pressure Amazon to meet the requests of its workers, which include a $30 minimum wage, increased paid time off and halting activities the group considers “union busting.”