amazon uses https for any important/sensitive pages. there's two sessions, one for http, one for https.
If you aren't using HTTPS for all of your site, you are vulnerable to MITM attacks.
Or did I miss the point of your comment?
Given that, another attack might be to mitm DNS and serve an entirely fake Amazon site, all in HTTP, and the user will not notice there's anything wrong.
I think that's the point mro and troels were trying to make.
The only way I can imagine to mitigate this would be to use HSTS on the amazon.com home page.
It is possible to use both schemes, but it is likely better to stick to all SSL if possible in case of developer error causing something to get exposed when it shouldn't.