Amazon has been coy about the details, stating the ambassadors — who first became visible a year ago — are real warehouse staff and part of a wider education programme that also includes tours of fulfilment centres. Twitter users dealt with this creepy public relations campaign in the way they know best, trolling Amazon’s dime-a-dozen diplomats and imitating the accounts so it became impossible to distinguish reality from parody. Whatever you think of Amazon’s methods, the logic of the programme is impeccable.