If Amazon don't roll over, then someone else will and they'll be laughing all the way to the bank.
This isn't something Amazon (or another big player) can do, they simply don't have a large enough profit margin to support giving apple 30% of the full purchase price.
This will end up being nothing more than another straw on the camel's back. When (if?) a true competitor comes out, it seems that the best marketing for the new device will be done by Apple themselves.