It is very possible for amazon to integrate bitcoin.
I believe the idea if implemted will significantly drive up the adoption rate of bitcoin.
I know that I am being radical but that will only make Jeff Bezos get more rich because bitcoin is steadily going up, if I were to wish something would happen, I hope that they wouldn't integrate bitcoin into their system. The best thing that can happen to adoption is the companies that are selling on the Amazon should have their own website make their own integration, about a big chunk of profit is taken away from the original companies by Amazon and if people were to buy directly to the website of the original company then the company will get no cuts from their profit and most of them have coupon codes for their own stores, what I wish is that this people are the ones to have that integration, mass adoption meant that all business no matter how small should be able to integrate and not just one company.
That's possible as well, if those online stores are going to integrate bitcoin as another payment scheme. But we can't discount the fact that Amazon as the biggest store in the globe, if decided to adopt bitcoin as well will be huge for the market.
We have a lot of stores already accepting bitcoin around, but still I'm guessing it's a small percentage. But if Amazon will lead the way then we might see small ti mid tier online stores also accepting bitcoin to follow Amazon's lead.