This is sad, but true. And true for other giant companies, not just for Amazon - Meta/Facebook is another good example.
What can we do about it? Not much. This is something that happens when in a "free" market you have a near monopoly, and the antitrust is too weak to even try to fine these companies.
One might think that there's a "conspiracy" of a few powerful people / billionaires, but I don't believe it it the case. Individuals are driven by results, profits, targets, metrics, etc... The company as a whole responds to shareholders, not the small retail one but large funds and such that own a significant stake in these companies. They want to make money. They lobby the government to make sure that quasi-monopolies like this one can go on undisturbed.
I don't blame Amazon. I think this is a limitation of the (supposedly) free-market society in which we live. By the way, it is not a free market when antitrust does not work, or when you need to bail-out banks, etc.
I admire and respect Seth Godin (I even met him once, years ago), and I would love to see if he had any idea of how to solve this.