I am sure they are aware that there are lots of people looking to buy amazon items with bitcoins. So in a way, it is better for them to actually start accepting.
I still wonder, what stops them from doing so.
The amount of bitcoin fans who are pestering Amazon is a drop in the bucket compared to the amount of people who either a) aren't even aware of bitcoin yet or b) are aware of bitcoin, don't care about it, or are like me and use bitcoin but are happy to buy from Amazon with my credit card.