Why should they have to do that?
I do think that even if they technically aren't, they're very close to it.
A monopoly means you are _forced_ to patronize them. I know a lot of people who have chosen specifically not to shop at Amazon and they don't have a problem getting what they are looking for.
They have a monopoly on offering two day shipping and incredibly easy returns and an extremely reasonable price, that's why people use them.