As a consumer, amazon is a great brand.
It is textbook monopoly management to resist squeezing the customer until you’re dependent on them.
They raised my expectation from online commerce. An example, my wife buys clothing from a european brand. Their website is borderline useless, customer service cannot locate orders. At some point they "paid" us to buy something by not properly marking returned item.
Amazon is just there, it works for things i buy every single time.
What if nothing disrupts their entrenched market position? What if it happens in 5 generations or more? Will you want to tell your grandchildren you were waiting for the problem to resolve itself while they now suffer the consequences?
What if, even worse, the disruption will not be a positive change but further race to the bottom?
Disclaimer: google employee.