> large multinationals like Amazon

I don't know about the internal workings of Amazon specifically, but many corporations are set up as hierarchical "business units" that each operate as separate companies within: selling their products and services within the company. There's still a market, not everything is determined centrally.

> On the contrary, it scaled pretty well in China and in Soviet Russia, leading to the two cases of the fastest economical growth on the planet. The problem is not scalability.

China grew much faster after it instituted market reforms. I'm not as familiar with Soviet Russia, but I'd be surprised if it grew faster than similar market-based countries during the same time period.