Is it a business reason? Or perhaps the complexity of bitcoin accounting creating potential issues?
What do you think?
Could have several reasons.The negative image of Bitcoin for instance.Or maybe they are waiting for a scaling solution.
Another possibility is they just could create their own coin or accept one the planned bankcoins.Sooner or later we will know in which direction amazon will go.
An amazoncoin or a bankcoin will never work, a closed centralised ledger with no real value other than that assigned by the organisation is not what people want. They are probably holding fire until they see how this whole bitcoin thing pans out.