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This is how all marketing works, though? You create a message that focuses on certain facts (proof points) that paint you in the best possible light (although, I'm not sure how much credit I should give Amazon for not breaking the law and paying minimum wage...)

I'm still not seeing why Amazon should be commended for what they're doing here, it's just form of social media marketing.

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This is how all communication works. If they didn't do this, falsehoods would stand uncorrected, which is how online lynch mobs are sustained.

That is such an over-generalization that I don't know where to begin... no, not all communication is in the mold of paid PR.

And, paid PR is not how you correct falsehoods. How about independent research? For example, if Amazon actually was interested in transparency, they could let a 3rd party survey a representative sample of warehouse workers and make public the results. That would be true transparency.

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