The strapline on the City Light ad is in English: “Work Hard. Have Fun. Make History” . It is a recruitment ad for Amazon, quoting a line from its founder Jeff Bezos. Amazon is not actually launching on the Czech market, but it is opening both a logistics centre near Prague, and an administrative centre in Dejvice. How the people there will “make history”, remains to be seen. But before they start , they deserve to know how Amazon is perceived in the European markets where it does business.