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The forces hoping that they can unionize Amazon warehouses now likely are hoping that love will be lovelier the second time around.

Politico reports that the National Labor Relations Board (NLRB) has ruled that Amazon's "flagrant disregard for … typical mail-ballot procedure … made a free and fair election impossible" during this year's unionization vote at its Bessemer, Alabama, warehouse, and a new election must be held.

“Amazon’s intimidation and interference prevented workers from having a fair say in whether they wanted a union in their workplace — and as the Regional Director has indicated, that is both unacceptable and illegal,” Stuart Appelbaum, president of the union, said in a statement. “Amazon workers deserve to have a voice at work, which can only come from a union.”

According to the Politico story, "The new election is the latest turn in the union’s fight to form Amazon’s first-ever U.S. union.

"Workers at the facility overwhelmingly voted - 1,798 to 738 - against joining the Retail, Wholesale and Department Store Union in April.

"But, after the union filed dozens of objections to the election results and a multi-week hearing overseen by the NLRB’s Atlanta regional office, an NLRB hearing officer recommended in August that the board conduct a new election."

Yesterday's ruling confirms that recommendation.  Amazon is expected to appeal.

National Public Radio (NPR) reports that "Kelly Nantel, an Amazon spokesperson, noted that employees at the warehouse overwhelmingly chose not to the union in the previous vote. 'It's disappointing that the NLRB has now decided that those votes shouldn't count. As a company, we don't think unions are the best answer for our employees'."

NPR also reports that while "unions are a prominent presence at Amazon in Europe … the company has so far fought off labor-organizing efforts in the United States. The election in Bessemer was the first union vote since 2014."

However, the Alabama situation isn't taking place in a vacuum. NPR notes that "the Teamsters union has passed a resolution that would prioritize its Amazon unionization campaign."  And, "in October, workers from a Staten Island warehouse cluster in New York petitioned federal officials for a union election, but later withdrew the request."

A date has not yet been set for the new election.

KC's View:

"We don't think unions are the best answer for our employees" can't just be a phrase crafted by public relations experts.  It actually can be a call-to-arms … and, as I've long argued here, if Amazon brought the same level of innovation and commitment to excellence to the creation of a positive working environment for everyone that it has brought to its business model, then it wouldn't be worrying about unionization.