Right, and it's not morally wrong for a mosquito to bite you, and no one would say that the bug "should have known better", but we do our best to prevent it anyway. Both entities will go precisely as far as we allow them to.
To compare a company's actions to those of a mosquito strikes me as quite silly. Amazon is run by people who make conscious choices and who are responsible for their actions.
I see this all the time on HN.
Companies don't "do things". The managers (and ultimately Bezos as the top manager) are the moral actors here. "Amazon" is just shortcut name for all the people that work there, this set is ever changing.