A truly customer-focused company would sell the products its customers wanted, even if they competed with the company's own-brand products. And demand for these competing products would be seen as a spur to improve their own.
I personally don't think the Amazon's talk of customer-focus is entirely marketing fluff, but I do think it's unevenly applied. Petty, anti-customer, monopolistic business practices have been a mainstay of the tech industry for years, and it's inevitable that they would infect Amazon to some extent.