> Except it wasn't: Amazon--like everyone else filing a patent--had a duty to bring the idea to market within the time frame that US patent law required, which they then did. _That_ is the how.
That's not proof of non-obviousness. And even if it were, it's still not a reason to allow 'what' patents (which the law actually doesn't allow! But they get granted anyway).
> Demanding the patent goes into the specific details
You are arguing a strawman. A patent must describe the invention in sufficient detail for someone skilled in its art to reproduce. Incidental details shouldn't be (and I believe aren't, legally. What the USPTO actually does in practice is a different matter) grounds for calling an alternate implementation non-infringing.
What you're describing is a hideous perversion of the patent system. It allows patenting any obvious [1] idea so long as you are first to file [2]. Alternately, if the idea is novel and non-obvious, it grants patent protection without requiring disclosure of implementation. It basically grants patent protection to trade secrets.
[1] A test for non-obviousness: does an implementor care to look at your patent or reverse-engineer your implementation, or is a description of what the invention does sufficient?
[2] And eventually implement.