You wake in in 1993 with no memories except perfect insider knowledge of how Amazon was built down to the finest details. You have a full year of lead time to drink Jeff Bezos' milkshake.
Do you:
1) Spoil all the resources he used so that an unknown entity becomes the main online merchant instead, with the typical "morals" you'd expect a big company to have?
2) Build Amazon yourself plus "morals" accepting the real possibility that those changes to the formula cede your competitive advantage to a less "moral" unknown entity?
3) Build Amazon exactly as Bezos did, but with the strong belief that after 20+ years of extremely dedicated work on your part you'll still feel like the rest of the world deserves the payoff more than you do?
4) Find out you're mostly interested in video games and can't be bothered to change history. Plus, it's really convenient to get those games from Amazon!