Cost of capital is up, productivity is down. So all companies have to work through options to increase productivity, and/or reduce costs. Companies will take different approaches to this
Is there a specific reason to believe Amazon would have less productivity than the rest of the economy compared with before?
according to which statistics?
No, lots of things stop you. You can't just say "nothing stops you" and pretend it's true and work from there. Obviously, lots of things stop you otherwise everyone would do it.
Gone are the days when you can start the next google in your garage. You need capital to compete.
Not even Elon Musk has enough in AI for example.