Clickbait headline. This is how it works with nearly all content you “buy” (music, movies, software, ...) You’re not buying the thing, rather you buying a license to use something. That license has terms. This is nothing new and nothing specific to Amazon.

Go watch that text that flashed up on your old VHS tapes. You didn’t own it, you merely had a license to use it in a certain way. Invite too many people over to your house to watch a movie, you broke the license as now you’re staging a “public showing” and you don’t have a license for that. Schools used to get in trouble for this sort of thing when some kid brings in a home VHS tape and plays it at “school movie night.”