I want to point out though, that this could be addressed with policies/laws/regulations. I believe that while the current big players like Amazon and Alibaba may be bad news due to how they operate, small businesses also benefit from having a "town centre" or a meetpoint where they can showcase how their products/services can be better than everyone else. i.e Such a platform is needed by SME.

I am digressing from the topic of this thread (OP was asking specifically about Amazon, after all), but I am optimistic of a good/beneficial alternative to Amazon. Maybe I am too naive, but hey, that's just most of the people believing in blockchain and the ideals of cryptocurrency