In what way is Amazon "definitely socially progressive"? At most they put up a pride-themed logo on social media once a year, and only in countries with governments that are amenable to it.
If you mean they are equal-opportunity exploiters, then ok I guess. But Amazon is not progressive at all, they are driven only by calculations of profit and power. It is no different to pseudo-progressive politicians like Obama, Hillary Clinton, etc. who for example had their public relations teams flip a switch on the messaging around gay marriage the moment that the demographic data showed that it was acceptably palatable to the general public.