It's hard to know how it affects them because Amazon is held to a special standard where making money isn't really a thing.

I know anecdotally that non-techie people whom I associate with increasingly are wary about Amazon after getting scammed by fake phone accessories or gouged by Christmas toy prices.

When you consider that Amazon is moving into new categories where trust is critical, like food, this is going to hurt them. Every grocer peddles trust, "we're good neighbors", etc.