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  • Writer's picturePeggy O'Donnell

Will Amazon survive?

Updated: Jul 11, 2023

Lina Kahn in Library with books

In early 2017, when she was an unknown law student, Lina Khan published “Amazon’s Antitrust Paradox” in the Yale Law Journal.Credit...Brandon Thibodeaux for The New York Times

Lina Kahn, the brilliant author of a Yale Law Review article that laid out why the market did not work to prevent Amazon from becoming a monopoly, has been appointed the head of the Federal Trade Commission. In response, Amazon just filed a 25 page motion seeking her recusal from any antitrust investigation of the company.

Amazon, which was first incorporated on October 31, 1994 (see Lois Rodden chart below) will soon face it's Saturn return, in April of 2023. People, companies and events all have Saturn returns. It is either a time of growing up, or a time of fading away. Many marriages meet their end at the 28 year mark. Even Bezos has argued that the end of the company is inevitable at or around the 30 year mark.

When Amazon just started as an online bookseller, folks proclaimed its brilliance as they could have books within a day or two simply by ordering online. Publishers and bookstores paid the price.

As the pandemic took hold of the globe, Amazon grew but lost its shine. Online delivery is only convenient if the product arrives timely, the product works, and no returns are needed. The company could not keep up with increased demand.

What also became public was the failure of Amazon to treat its workforce fairly. This may be reflected in the chart by Moon in Libra in the 4th quincunx Saturn in Pisces in the 9th. The prevailing philosophy at Amazon seems to be that people are like widgets, easily replaced.

Some of Amazon's business dealings with publishers (e.g. Hachette) have been noteworthy for extreme tactics. Recently there was an article about Amazon demanding stock at a lower price in exchange for a business partnership.

The chart for Amazon's incorporation shows Jupiter conjunct Pluto in Scorpio. This is a signifier of wealth, even extreme wealth. But what about relationships with partners? Neptune is conjunct Uranus in the 7th house of partners, square to Mercury in Libra in the 4th, which is not very congenial. Mars is in the second house exactly square the nodes. Ebertin refers to Mars Node connections as a potential *lack of good fellowship*.

The Moon is the midpoint of Mars Pluto, which in Ebertin's Combination of Stellar Influences is audacity and daring, but also the tendency to proceed in a brutal manner. The Saturn Uranus midpoint is Mars-*challenging others for a decisive contest or fight*.

Lina Kahn has a Saturn Neptune conjunction exactly on the midheaven (career point) of Jeff Bezos. She could best him. Bezos is stepping down as CEO July 5th, but will still be part of the company.

The change in leadership may be reflected in part by the fact that Neptune is almost conjunct by transit to the midheaven of the Amazon chart, at 25 degrees Pisces. This occurs in May 2022. Things can dissolve when Neptune passes over the MC. It will be an interesting battle to watch.

horoscope of Amazon (company)

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