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Shira Ovide

Amazon May Have Outsmarted Itself With HQ2 Tactics

It received maximum publicity and incentives but left the company open to resentment.

Orange is the new backlash.

Orange is the new backlash.

Photographer: Jim Young/Bloomberg

This season of “The Bachelor: Amazon” has ended. Next up may be the season of recriminations. 

It has been more than a year since Inc. trumpeted its hunt for “HQ2,” which was billed as a co-equal company headquarters on which Amazon pledged to spend more than $5 billion on construction and eventually hire as many as 50,000 people. More than 200 places in North America asked Amazon to pick them, some employing gimmicks like trying to send a giant cactus to Jeff Bezos and offering to name part of a town after the company.