What’s the benefit of being “not connected to Amazon retail?” Serving a large customer that demands scale seems useful for driving the platform forward—what is the downside?
I used to do $100,000 a month in revenue on Amazon with one HP skew. The product grew to #1 in its category within a couple months, another month after which Amazon started selling it to, "shipped from sold by Amazon".
Amazon is happy to help be your growth partner until you prove worth devouring.
AWS is their most profitable business in terms of margin. It makes sense to avoid funding your competition if possible, which is a problem for Amazon given how many business divisions they have and continue to add.