Not very soon. They clearly stated at least they aren't going to accept Bitcoin this year. But it doesn't mean they will not accept in the future. As far as I know, there were many rumors before as well, but it looks like manipulation.
Anyway, crypto means volatile. So at the same time market cap will increase and decrease based on investor's movements.
Rumors circulating about amazon that will start accepting bitcoin were able to provide a significant price increase, although the rumors were directly denied by amazon. it does seem like a deliberate manipulation.
Amazon is still focused on exploring what bitcoin is like and how it can impact the Amazon shopping experience.
In time amazon may officially announce that it accepts bitcoin, but not now.
Many new investors are starting to enter bitcoin so that market capitalization is increasing.
Even when the rumors become true, hasn't that rumor been absorbed by the market already as we saw Bitcoin going up?
Amazon accepting Bitcoin would be a great step, but it doesn't mean right away that Bitcoin gets used more or people will now use Bitcoin instead of USD. The problem remains that it is a hassle to use crypto on so many levels that Amazon accepting Bitcoin won't change much on its own. It would though if a law was passed that says purchases up to $20 remain exempt from taxation on crypto gains.