In a significant shift to its internal evaluation system, e-commerce giant Amazon has introduced a sharper, more demanding question for its corporate employees as part of the annual performance review. This move comes after the company laid off 14,000 employees last year and is part of a broader push for discipline and accountability under CEO Andy Jassy.
What is Changing in Amazon's Forte Review?
According to internal guidelines obtained by Business Insider, Amazon's annual performance review process, internally known as Forte, will now require employees to list three to five specific accomplishments from the past year. This marks the first time the company has explicitly formalised Forte around individual achievements.
Employees must now provide concrete examples of projects, goals, initiatives, or process improvements that demonstrate their direct impact. The internal guideline states: "Accomplishments are specific projects, goals, initiatives, or process improvements that show the impact of your work." Furthermore, staff are encouraged to highlight risks taken or innovations attempted, even if they did not fully succeed.
This is a departure from the previous approach, which focused on broader self-assessments asking employees about their 'super powers' or how they contribute when at their best. The new system stresses measurable outcomes and requires employees to outline future actions for their continued growth within the company.
Why This Strategic Shift Matters
The change is critically important because at Amazon, the Forte review is the key driver of compensation. Managers use the listed accomplishments, along with peer feedback, adherence to Amazon's Leadership Principles, and job-specific skills, to assign an "Overall Value" rating. This rating directly determines an employee's annual pay and career trajectory.
This overhaul reflects CEO Andy Jassy's ongoing push for a more disciplined corporate culture, following last year's return-to-office mandate, significant management cuts, and a comprehensive overhaul of the pay model. It signals a move away from softer, more employee-friendly review processes towards a system demanding tangible proof of contribution.
A Broader Silicon Valley Trend
Amazon's stricter performance review mirrors a tougher stance being adopted across the tech industry. This trend marks a clear departure from the more relaxed evaluation methods of the past.
In 2022, Tesla and SpaceX CEO Elon Musk demanded weekly accomplishment reports from employees at Twitter (now X). Similarly, Meta CEO Mark Zuckerberg declared a "year of efficiency" and intensity. Tech giant Google has also recently tightened its performance expectations for employees. The industry-wide shift underscores a new era of heightened accountability and scrutiny in corporate America.
