Well, they will have to if they want to keep existing.
It looks like that in the near future the world will use the cryptocurrencies instead of "physical" money, and if sites like Amazon or any other site won't adapt themselves, they won't make it.
Well more and more people are opening to the prospect of earning through btc because of the ongoing price surge. It's not because of features or btc as a currency that's getting people's interest but the value