For 20 years, Amazon has reveled in its toughness. “Work hard” are the first two words of a company motto. An oft-repeated line from Jeff Bezos, the founder and chief executive, calls the company culture “friendly and intense, but if push comes to shove we’ll settle for intense.”

That uncompromising attitude played a large role in building a retail powerhouse with a market capitalization of $250 billion. But now Amazon is taking issue with a depiction that its culture is all-toughness-all-the-time for many of its workers, and says it wants to tamp down on excesses that have left many bruised employees in its wake.

Mr. Bezos, responding to an article that was published by The New York Times over the weekend about Amazon’s hard-hitting management style, deplored what he called its portrait of “a soulless, dystopian workplace where no fun is had and no laughter heard” and said, “I don’t think any company adopting the approach portrayed could survive, much less thrive, in today’s highly competitive tech hiring market.”

He told workers: “I don’t recognize this Amazon and I very much hope you don’t, either.”

The article, “Inside Amazon: Wrestling Big Ideas in a Bruising Workplace,” told of workers who suffered from cancer, miscarriages and other personal crises who said they had been evaluated unfairly or edged out rather than given time to recover in a company that could not slow down.