Progressive employer Amazon gets creative in order to celebrate Pride Month and make a stand against prejudice


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How is Amazon celebrating Pride Month for 2020?

How is Amazon celebrating Pride Month for 2020?

 June 23, 2020

Amazon wants to ensure everyone feels welcome and comfortable to be their authentic selves. That’s why the company celebrates Pride Month every June, with the support of its LGBTQ+ employees and their allies.

Glamazon, Amazon's LGBTQ+ employee affinity group, works throughout the year to help foster an open and inclusive work culture. For Pride Month, that means celebrating the achievements of LGBTQ+ colleagues, customers and their communities.

In light of the COVID-19 crisis, Amazon sought to get creative via new ways to celebrate Pride and has ensured there are still plenty of opportunities for Amazonians to get involved.

Here are some of the ways in which Amazon is showing its support for Pride:

“Alexa, open Pride History”

Amazon Music launched a new daily feature called Pride History which customers can access via Alexa.

Throughout June, customers can ask, “Alexa, open Pride History” to hear a different story from LGBTQ+ history. Narrated by guest speakers (Melissa Etheridge, Tegan and Sara, and Kim Petras), each story is paired with a song to soundtrack that moment in history, featured in “The Sounds of Pride History” playlist.

AmazonSmile supports LGBTQ+ charities

During June, AmazonSmile highlights the LGBTQ+ charities Stonewall, Just Like Us and New Family Social.

AmazonSmile makes giving simple - simply nominate your charity of choice, shop via smile.amazon.co.uk and Amazon makes a donation from the net purchase price of eligible products to people's favourite charitable organisation, at no extra cost.

PROUD Playlist Relaunch & PROUD Amazon Originals

Amazon Music relaunched the PROUD Playlist. The global playlist spotlights new music from LGBTQ+ artists both during Pride and beyond to celebrate this community of artists all year round.

As part of the relaunched PROUD Playlist, Amazon Music will also debut new Amazon Originals to highlight the work of LGBTQ+ artists. For example, the company has debuted an Amazon Original with Haley Kiyoko who covered The Killers’ 2003 hit, ‘Mr. Brightside’. Amazon Music is also set to unveil a new Amazon Original track from artist Perfume Genius. 

As part of Amazon's work with these artists, the company has been able to support and make donations to a number of charitable causes that provide support for LGBTQ+ communities. These organisations include Gendered Intelligence, Tegan and Sara Foundation and SAGE.

“Amazon Music has been delighted to work with Pride over the past few years,” explains Craig Strachan, glamazon member and Head of Brand for Amazon Music in Europe. “We believe music plays such a powerful role for LGBTQ+ communities. Music helps us all to articulate our struggles of the past and present – it’s the ultimate expression of who we are and what we hope for the future.”

Dating Amber on Amazon Prime Video

Dating Amber, available on Amazon Prime Video, is a coming-of-age comedy set in mid-90s Ireland. The story highlights the challenge of coming to terms with your sexuality as a teenager by following two closeted teens – Eddie and Amber – as they embark on a fake relationship to stop speculation about their sexuality.”

Prime Video is ‘Celebrating Pride’

Throughout June and July, Prime Video customers can enjoy a curated selection of movies and TV shows grouped on a 'Celebrating Pride' carousel when browsing Prime Video on the app on a variety of devices including mobiles, tablets, smart TVs and Fire TV.

The curation helps customers discover content exploring LGBTQ+ themes including the new movie release Dating Amber, award-winning Amazon Original series Transparent and the documentary that inspired a hit musical, Jamie: Drag Queen at 16.

Sylvester mini-Documentary on Amazon Music

Amazon Music also debuts a mini-documentary on the queer disco icon, Sylvester.

The documentary tells the story of the San Francisco-based singer’s international smash hit, “You Make Me Feel (Mighty Real)”, illustrating how the singer and his most enduring song continue to influence today’s pop music.

Pride-themed livestreams on Twitch

Amazon Music brings celebrations into everyone’s room with a variety of Pride-themed live streams on the Amazon Music Twitch channel throughout June, including San Francisco Pride’s 2020 Online Celebration.

The company is also partnering with influencers on YouTube and hosting special ‘drag streams’ on Instagram and TikTok. In addition, Amazon Music is partnering with Rihanna’s choreographer Paris Goebel to host a one-off dance class on Instagram Live.

Join leading authors to #ReadWithPride

For many during the lockdown, books have been a reliable source of comfort and escapism. Amazon's #ReadWithPride campaign highlights the works of LGBTQ+ authors and stories throughout the month of June. Participating authors include Booker Prize 2019 winner Bernardine Evaristo, Adam Kay, the Revd Richard Coles and Juno Dawson.

LGBT+ Reading Roadshow goes virtual

Amazon's LGBT+ Reading Roadshow in partnership with PinkNews and Just Like Us was created to help tackle LGBTQ+ bullying in secondary schools and to shine a light on the importance of diversity and inclusivity.

With many schools closed due to COVID-19, Amazon is hosting a free virtual workshop with the Amazon Reading Roadshow team – including guest speakers from Just Like Us and Glamazon.

The workshop features a variety of activities, including LGBTQ+ terminology and definitions, real-life personal stories from inspiring role models and an open Q&A session that allows young people, parents and teachers to ask questions anonymously.


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Disclosure: Where Women Work researches and publishes insightful evidence about how its paid member organizations support women's equality.

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