I think they understood the economics of depending on an external source for a core part of their business. Much like Netflix, they understood that the way forward was to generate their own content.
For maps, they are rumored to have cars driving around to collect data, but they clearly aren’t there yet, and even if they are investing heavily, may never catch up with Google.
Prime video is their main competitor. It’s like UPS renting its trucks from fedEx.
instead, they've spent all their energies since on amassing the most lucrative content they can. this is why they started making their own original series and why disney has (implicitly) made the argument that they should be allowed to buy fox.
same as in the UPS & fedex example. the trucks are not core to the business. efficient logistics is.
Don't they still do?
it seems like ages ago that anyone has mentioned getting a netflix dvd in the mail.
They have a gentleman's agreement with Amazon–like Apple does with Samsung. It's mutually beneficial for both parties so there's no point antagonizing each other.
On the other hand, Netflix's partnerships with movie studios is very one-sided one for them - there is no substitute for a blockbuster movie, so movie studios have a lot of leverage when talking to Netflix. Generally speaking, in this kind of relationship, the content providers will raise their prices to squeeze all profit out of the transaction with the customer. See also the difficulty with music streaming - the record industry has done the exact same thing already, the video industry is only a few years behind. Netflix saw the writing on the wall quite some time ago.
If AWS kicked them off tomorrow, that would definitely be disruptive, but the chances of that happening are almost nil as Amazon would lose significant revenue, goodwill, and almost certainly face a lawsuit and maybe even an anti-trust investigation.
What you say already happens for MVNOs and it works: https://en.wikipedia.org/wiki/Mobile_virtual_network_operato...