Just went through this in April 2026. Sharing specifics because the generic 'just negotiate' advice is useless without knowing what Amazon will and won't move on.
Context: SWE L5, Seattle, hiring for an AWS team. Initial offer: $181k base, $290k RSUs over 4 years, $55k signing (split $35k year 1 / $20k year 2).
What I tried and what happened:
Base salary. Asked for $190k. Recruiter came back in two days with a flat no. Said L5 base is capped at $185k for this role. Offered $183k as a 'stretch.' I took it. This matches what everyone says: base at Amazon barely moves and there's a real ceiling they enforce internally.
RSU grant. I told the recruiter I had a competing offer from a company in my pipeline (true, it was a Stripe offer in process, I hadn't received it yet but it was real). She asked if I had something in writing. I said it was verbal and expected in a week. She said to let her know when I had it. I got the Stripe offer letter the following week: $220k base, $600k RSUs. Sent it over. Amazon came back and bumped RSUs from $290k to $420k. That's the number that actually moved. $130k in additional grant for a 20-minute email exchange.
Signing bonus. Asked if they could front-load more of the signing into year 1 given the slow early vest. They moved the year 1 piece from $35k to $50k and reduced year 2 from $20k to $10k. Net total same, but timing improved.
What I learned: Competing offers in writing are genuinely the only reliable lever on RSUs. Verbal competing offers get you nothing. Written ones get real movement. They will not beat a competing offer dollar for dollar. They matched enough to close the gap and make the Amazon role more defensible on paper. Base increases are small and incremental. RSU increases are large. If you want to negotiate, focus energy on the RSU ask. Being polite and specific ('I have a written offer for X RSUs, I'd like to stay with Amazon but this gap is hard to ignore') works better than vague pressure.
Still employed at current company while going through this whole process. Don't tell my manager.