Just because they aren't based in the valley and make Apple look positively liberal when it comes to secrecy and working practices doesn't mean they should be ignored. Quite honestly I think they're the single most terrifying company in the US today, an idea Bezos would take as a compliment.
The big picture is they are gunning to become the universal middle men for when people actually spend money on the net. Google only have the ad side of things together, but never really cracked getting end users to open their wallets, yet Amazon are in the position of starting in front of users, and slowly moving themselves into being the background glue between everything else, facilitating transactions between everyone while taking their cut and enforcing their rules. Terrifying, and brilliant.