Behind the screens, beyond the shelves: A comparative assessment of digital labor in content creation and Amazon logistics

Abstract What connects the diverse forms of work in the platform economy? In this article we examine the intersections that define and shape this evolving labor landscape. Through an analysis of two case studies – content creators on Instagram and TikTok and Amazon warehouse workers in Italy—we identify three key connecting dimensions: augmented precarity, metrics-based control, and performative reputation. Despite the significant differences between these workers, they share common conditions that reveal broader characteristics of digital capitalism. By exploring these dynamics, we shed light on how the platform economy redefines work, power, and labor relations in contemporary capitalism.