In short, such news is a good thing for Bitcoin.
So what do you think are the difficulties that need to be overcome in order for companies like Amazon to accept Bitcoin payments?
The two main difficulties I can see are:
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Legal problems: Governments will be trying to apply fines to all problems they find. As dealing with bitcoin is something new, there are many legislation gaps.
For example, image the problem with taxes Amazon will have to face when converting bitcoin to fiat. Bitcoin volatility is very high, it will have to pay taxes over the sell and over bitcoin valuation.
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Technology and security risks: They will deal with many different wallets, lots of micro payments and micro transactions. They will need cold and hot wallets. They cannot be hacked, as it would be terrible for their reputation, as a tech giant.