Amazon Annual Internal Event

When Amazon UK&I brought their annual internal event to Manchester, they wanted to do more than celebrate the year just gone, they wanted to make it matter, right now.

Over 500 colleagues filled Victoria Warehouse, joined by more than 31,000 tuning in virtually, for a fast-paced, high-energy hybrid experience rooted in one of Amazon’s core Leadership Principles: Customer Obsession.

From the moment guests arrived, the energy was undeniable. Greeted with barista coffee stamped with the Amazon smile, the tone was set early: considered, confident, and completely on brand. Inside, the warehouse had been reimagined as a live broadcast environment, with a central LED wall driving the pace and storytelling of the day.

The event was a shared experience designed for everyone, whether watching in person or online. With TV-style segments, live Slido polls, and surprise giveaways, the content never stood still.

At the centre of it all was Davina McCall, guiding the audience through a series of stories and sessions that brought Amazon’s impact to life. From menopause awareness and social mobility to AI innovation and career progression, the agenda tackled the big topics with both heart and clarity.

“Amazing Amazonians” shared their journeys, senior leaders joined live Q&As, and the room paused to recognise UK&I award winners with real warmth and pride.

Manchester wasn’t just the location, it was part of the story. From branded bucket hats to a VT spotlighting Amazon’s regional impact, the local energy pulsed through the day. As the main show wrapped, the night came alive with a mini innovation expo, street food, and a set from Supernova, a tribute to hometown heroes Oasis.

With over 500 in the room and thousands more engaging online, this was an event that didn’t reflected and recharged Amazon UK&I. And with DRPG supporting on everything from teaser films and content design to registration, logistics, and post-show highlights, every moment was built with Customer Obsession in mind.

A broadcast-quality hybrid experience. A celebration of purpose, people, and place. And a powerful reminder of what happens when you work backwards from the customer.