But Danbo, unlike Peccy, already has achieved a measure of fame outside of Amazon-so that is all you will read about him here.

Giant versions of him stood, sentry-like, right past the security turnstiles at both of Amazon fulfillment centers I have visited. Danbo-a robot made of Amazon boxes-originated in Japanese manga, was adopted by Amazon Japan, and is now a familiar totem throughout the company. Discovering that he exists at all feels like being let in on a secret.Īmazon, incidentally, is a big enough outfit to have more than one popular internal mascot. Though there’s obviously more to Peccy’s history than that- somebody created him, at a specific point in time-I choose to embrace his mystique even as I attempt to understand what he means to Amazon. He’s just a mascot, a symbol, as Galetti told me, of the company’s belief in the power of being peculiar. Peccy has been depicted in many forms, including as a decoupage Christmas tree ornament.Īsked for details about the character, Amazon says that there’s no particular story behind him.

Peccy “stands for all strong, motivated, hardworking Amazonians,” says one Amazon fulfillment-center employee whom I contacted after noticing Peccy popping up in her social media feeds. He also gets name-checked on LinkedIn, where current and former Amazon employees list the Peccy awards they’ve won alongside other career highlights. Poke around Twitter, Facebook, and Instagram, and you will find such staffers hobnobbing with walk-around Peccys at all-hands meetings, showing off Peccy swag, and sharing Peccy-themed memes. “Love” is a subjective term, but an awful lot of people at Amazon unquestionably find Peccy to be an affable, even inspiring symbol of the company where they work.

[Photo: In China, they make tiny little Peccy figurines. He’s really a master of disguise.Īmazon employees are not shy about expressing their enthusiasm for Peccy and what he stands for. Sometimes he’ll have glasses, a keyboard, a hat. We call ourselves at Amazon very peculiar.Īmazon PR representative: You’ll see him with a variety of different accessories, depending on what country you’re in, depending on what workplace you’re in. He’s called Peccy because he represents our peculiar ways. Me: Does this critter have a name, by the way? Our conversation ended thusly, as I pointed at the character grinning from the document’s upper left-hand corner: But as we wound up our chat, she gave me a laminated copy of the company’s leadership principles. When I interviewed Amazon HR chief Beth Galetti for a profile in our new issue, we mostly talked about topics such as her unlikely career path from electrical engineer to HR pro, the challenges of hiring thousands of people a week, and her quest to use technology to better the Amazon employee experience. Wait-Amazon has a mascot? I expect that this comes as news to you. He’s Amazon’s mascot and cultural ambassador, Peccy. And he got his half-dimpled smile from the upturned arrow that has been part of the Amazon logo since 2000. From his head to the toes he doesn’t have, he’s bright orange: Amazon Orange, or Pantone 1375C, to be exact.

Amazon mascot peccy pins