This can apply to any monopoly that undercuts on price to destroy competition. Can't you imagine the danger of a scenario in which super-high capitalization + magical shareholder expectations = "awesome" enough to destroy competitors? Is regulating markets to protect competition ever a good idea?

Also, the premise that "consumers" are a monolithic group is mistaken. What's good for comfortable consumers in wealthy places is not necessarily also good for poor consumers. Is Amazon Whole Foods going to serve 100% of the United States? Can you imagine them destroying the business of a company and then choosing not to serve all of that company's customers?

Amazon's "awesome" prices are artificially low (like Uber's, for example) due to subsidy from investors. This indicates an intent to compete and then raise prices.