totally no way amazon or any company that sell the physical product with btc.
BTC too violate, and business can be red because of that.
The volatility isn't a problem at all for any store to start accepting Bitcoin. If we look at how the far majority of the stores accept Bitcoin, then it's through third party payment processors who convert all Bitcoin sales directly into fiat. Stores don't have to deal with the volatility since it's the 'problem' of the payment processor that they use at that point. I am certain that Amazon is well aware of how things go in this market, but they, whatever their reason may be, have no interest in accepting Bitcoin as payment option. So no, no store accepting Bitcoin through these third party services will end up in the red because of the volatility....
I'm not exactly sure what you mean when you say "Stores don't have to deal with the volatility since it's the 'problem' of the payment processor."
That doesn't really make sense to me. Are you saying that if Amazon is selling some 100$ item and decide to take bitcoin for it, and the next day that dollar amount is worth 20$, that it's the payment processor's issue? I don't see how that really relates. It would seem like Amazon is the one taking the 80$ hit in that situation because they used fiat to purchase/obtain the item, and then are selling it to someone for bitcoin.