This same argument could be made about any decision to abstain from anything. If a country banned facial recognition the work could happen in another country. You can make it even more farcical by changing the act you abstain from: Why not kill someone? They will die eventually.

For any actor, their choice to do or not do something matters. It might not matter much, but it has some impact. I would not describe Amazon as a small player or having a small impact. Dismissing the importance of what they choose seems myopic. To return to your frame, I'd say that if Amazon stuck to its decision not to work on the technology it would be more meaningful than any national ban outside of, probably, the US or China.

In general - it seems like, if we don't like something, we should celebrate it not being done. Even if it's not done in some limited context. In fact, outside of a world government with effective law enforcement - all choices not to do things are limited. So it's really all we have!