An organisation can very effectively dictate the precise timing of a story's running using tools such as an embargo (which determines the opening of the publishing window) and pre-arranged release of the story to other media (which tells an outlet with an exclusive that they should be publishing before this time). So a conversation along the lines of "We've got this great story, would you treat it properly if we gave it to you on 1 December, ahead of when it hits the wires at 8am on 2 December?" does the trick nicely.
The 60 Minutes audience is absolutely part of the Amazon customer base - if not currently, they're in the crosshairs. Amazon explained in the segment that part of their mission is to sell everything - to everyone. And they also got their company name on the front page of every major news site. I expect they were part of most morning "news" shows, and will be mentioned in many evening news broadcasts tonight. Whether people watched 60 minutes or not - it's likely that a huge percentage of potential American shoppers saw the Amazon name mentioned someplace because of that story.