When you receive your offer, ask for hours to review. Then follow this approach:
Calculate your year-by-year total comp.
Compare it against competing offers from Google, Meta, or other companies. Competing offers give you the strongest position.
Reply: "I'm excited about Amazon. I have a competing offer with \X$ total first-year comp. Can we match on RSU and sign-on?"
Specific numbers beat vague requests. "Can we increase the RSU by \50$K?" works better than "I'd like more money."
Frame it as collaborative. "How can we close this gap?" not "I demand more."