Probably someone calculated something somewhere saying "If we hire 25% more people to take advantage of the increased demand, we'll earn more profits even with layoffs with heavy severances for everyone after X months".
Especially when the company culture basically boils down to "The individual employee is worth nothing" and "People should be able to be fired as easily as they are hired", which Amazon seems to be, at least judging by the people I've been close to who worked at Amazon.
These companies already know how to hire temp contractors, which is cheaper and cleaners than layoffs with severance.
The real answer is that they pretended the Covid money fountain wouldn't end.
More to the point, it seems that companies were hiring because other companies were too. They didn't want to miss out on the party. Not an economist, but you see this behavior all the the time in markets.
Then after the euphoria wears off they notice:
1. Ditching a lot of unprofitable segments starts to look attractive. The chance for growth could be pretty slim, especially in a slow market.
2. Some of these people are raking in massive salaries for jobs they could get anyone in to do. It looked to many people like the strategy was to buy up people to keep them off the market... not shocking to see the change in heart, which lead to:
3. All these activities were giving employees quite a bit of leverage, and potentially calling into question any managers that might have had "hold down the fort" roles.
I remember having these conversations last summer. It wasn't 100% clear what was going to happen, but this wouldn't have been surprising; people knew. They did about the housing crash, too. It's popular to act like this was discovered by a lone genius, who goes against the crowd.My dad with no connections and basic financial literacy, with some eyes on real estate, predicted this since around 2000-2004. I remember growing up and hearing about the certain housing crash that was coming that was so obvious anyone could see it. (sure some specific points of failure may not have been obvious, but we knew what was going to happen)
- Industry wide layoffs != Mistake. By analogy, think about naturally occurring forest fires. Vast majority of ecologists would agree that such fires are healthy and necessary for the long term health of forest biomes. It's not a "mistake" for the trees or brush to become dense when energy or water is plentiful, and it's not wrong for a fire to destroy much of existing forest (allowing new and different growth in the future). So it is with business cycles and investment hypotheses.
- There are many accidental products or inventions, that proved more popular and durable than anyone could reasonably expect. Have you heard the story of how champagne was invented? Dom Perignon (yes the actual historical figure) was a French monk in the 17th century, tasked by the Catholic Church to solve the problem of wine fermentation that resulted in too much carbonation in the Champagne region, since the local climate was such that winter was too cold and the fermentation process was naturally interrupted by winter there in such a way as to introduce unwanted carbon dioxide. Wine with carbonation was considered undesirable, but Dom Perignon tweaked the process (inventing the "French method") in such a way as to invent a drink that consumers surprisingly found preferable (remember, nobody originally wanted carbonated wine at the time). The point of this story is that, there's no way to truly know what becomes a lasting trend or a change in consumer tastes; maybe people really would continue to shop and consume media online at higher rates even post-pandemic because they truly changed their tastes and liked it more, after being forced to do it by pandemic? How could anyone know that carbonated wine would stick around, when nobody had ever shown any interest in it before?
The gamble was once people went digital only, they won't go back. The bet was wrong. People are back to their 2019 digital habits
Plus, with all the record breaking profits, there is pressure from shareholders to re-invest in the company (and create even bigger record breaking profits)
[1] https://www.bloomberg.com/news/features/2022-10-11/amazon-am...