who has been on the Internet knows about Amazon.com. Just as the planet
Pluto was entering the expansive sign of Sagittarius, going global was
on every e-tailer’s mind. Launched in 1995 as an Internet bookseller,
Amazon.com has become the largest Internet retailer in the whole wide
world. But the question now is whether or not this amazing virtual retail
store can hold on to its fame and fortune. The holiday season has come
and gone and many are wondering if earth’s biggest bookstore can make
Jeff Bezos formed Amazon.com out of an Internet research project for
hedge fund D.E. Shaw. Bezos realized that book sales would be a perfect
fit with e-commerce because book distributors already kept meticulous
electronic lists. He presented the idea to Shaw. The company passed
on the idea, but Bezos ran with it, as he had always wanted to be an
Rise to the Top
Amazon’s website was established in July 1995, and in 1996, Bezos realized
the company was growing faster than he had imagined. The website was
attracting more than 2,000 visitors a day, which in 1996 was terrific!
By 1997, that number had increased more than twenty times. 1995 sales
were over a half-million dollars and grew to $147 million in 1997. The
company went public on May 15, 1997, at 9:30 am, trading on the New
York Stock Exchange floor under the Sun sign of Taurus at $18 a share.
By 1999, the stock was selling for more than $100 a share. In the Amazon IPO chart, the Moon in the distribution sign of Virgo trines the communications and book planet Mercury in Taurus, which is excellent for selling books to the public.
said that a person’s peak comes when they get published or become famous.
Time magazine named Bezos its “Person of the Year” in
December 1999, touting him as the “king of cybercommerce.” Bezos and
his team had proved that e-commerce could be successful on the Web.
The world viewed Amazon.com as a powerful company in a new era. After
all, no bricks-and-mortar company had ever grown this fast and produced
sales at this magnitude. The transiting North Node, a point of destiny,
was trine Amazon’s Pluto, or power and influence, during this time.
Goes Up Must Come Down
the half-decade since its formation, Amazon.com has gone from a venture
capital-funded startup in CEO Jeff Bezos' garage to a bellwether Internet
stock and the standard by which other companies' online sales efforts
are judged. But fast global reach and economic changes in the marketplace
brought a contraction in January 2000 just as a lunar eclipse at 0 degrees
Leo occurred in the Amazon IPO chart’s First House (the Ascendant and
First House show how people perceive the company). This suggests changes
in its image and the company as it operates. The company immediately
announced its first job layoffs, and the stock started its dramatic
(Leo) decline. Within seven weeks of its peak in December 1999, it plummeted
40 percent. Eclipses can be associated with above average stock declines,
especially when they conjunct a natal position.
2000, the famous twenty-year Jupiter-Saturn
conjunction at 23 degrees Taurus (associated with resources
of time, employees and money) hit the Amazon.com IPO chart’s natal Sun.
This produced a contraction trend that has called for a re-evaluation
of priorities and new strategies to be implemented. Trade union issues
surfaced for the first time also during this period.
planet of restriction and accountablity, returns and turns
stationary direct on the IPO Sun in late January 2001. Saturn is already within
orb of the natal Sun, and accountability issues are being raised again.
A union organizer turned up the heat on Amazon.com recently, launching
a campaign they say is aimed at improving wages and working conditions
(Saturn) at Amazon's distribution centers globally.
Bezos’ philosophy is that “everyone is an owner,” referring to Amazon's
stock-ownership program. But with Amazon shares trading at less than
half of the company's highs, union organizers refer to Amazon's stock-purchase
plan as a "stock scam" and are demanding (Saturn) higher wages.
The organizers are also complaining about forced overtime, a mandate
to work on Thanksgiving and Christmas and what they say are costly family
benefits. Do you see where the Leo eclipse is still working here to
change the image of the company?
is being targeted because of the company's stature as a model for online
retailing. Transiting Saturn, which symbolizes models and mentors, is
still on Amazon’s Sun, or core self. Jeff Bezos has a choice between
adopting a wait-and-see attitude to determine whether these workers
will force him to do the right thing, or immediately initiate changes
for the future. It appears that however Amazon.com goes, it will set
precedence for the e-tailing industry.