They are selecting for people who will "play the game" or, even better, will believe proactively.
No one with a lick of sense would believe that Amazon strive to be the best employer in the world. But someone who is capable of doing, for e.g., a highly skilled coding job and who believes that Amazon actually strives to be the best employer, is a rare beast who will likely not unionize at the drop of a hat.
(This kind of comment always elicits current Amazon engineers who disagree because they haven't personally experienced this. To them, I say: Stay at Amazon long enough and it /will/ happen to you. To those currently in the grinder: I hit the eject button at L6 and found a much better gig; it gets better!)
When the 90th percentile employee has a GED and works warehouse or delivery, actions to earn “best employer” may be invisible or worse to the 5% who are software people. I’ve worked at Meta too, and Meta absolutely had better coffee. And WAY better health insurance. But Amazon’s health insurance is uniform for all staff, and that means something.
I worked a short contract there and I've seen the 'meatgrinder' bit. I joked (not really joking) with my fellow contractors that maybe the reason they walk four abreast is shell-shock, not arrogance. A couple days a week we went to lunch in a daze.
It's clear there's not enough quality control in their 'culture', by almost an order of magnitude. I've known two different people who quit after less than 2 weeks. One after being called on Sunday asking why he wasn't at work. On his second fucking week at the company.
The amount of blood I'll bleed for a team I've been gelling with for two years is a lot. The amount I'm going to bleed for some jackass I just met who wants me to lick his boots for a job is approximately zero.
I hated frat boys in college for the frat culture. I didn't expect to find it in dev culture as an adult. They're called Frat BOYS for a reason. Fuck hazing.