Or any other of the popular value brands like Ikea, Target, Old Navy, Southwest, H&M or Honda. Amazon is perceived as utilitarian, but that's not inevitable for a value retailer.

There's a fundamental mismatch. Jeff Bezos wants to be perceived as cool, cutting edge, an explorer, an innovator. These are elitist concepts that work for a premium, aspirational brand. Value brands need to come across as ordinary people.