Imagine I start a company today called "America" (I'm in the UK). My business is wildly successful and grows to the point of being a global unicorn that can afford gTLDs. Should ICANN allow me to own .america? A lot of people would argue I shouldn't..
"amazon": thought of as either the rainforest/river or the company.
I really dunno what does the world population think of that though (no one knows really).
I think of tall female warriors
"The name 'Amazon' is said to arise from a battle Francisco de Orellana fought with a tribe of Tapuyas. The women of the tribe fought alongside the men, as was the custom among the tribe. Orellana derived the name Amazonas from the mythical Amazons of Asia described by Herodotus (see The Histories [4.110-116]) and Diodorus in Greek legends"
Quick edit: Ah wait, I think I see what you're doing with that phrase. It's shorthand for "The Amazon culture" or "Amazon depictions" or something, but it still comes off as strange-sounding to me.
So, sure, it sounds "strange", but it's not new, and people use it when they want to make a generalization with a tone of authority. Probably one might expect to get away with it when talking about an abstract concept or archetype that exists independently of actual people.
Also, maybe someone should make a modest proposal to Bezos to rename the company "Orellana".