War is an ultimate and extremely costly measure. Just as inter-personal violence should be reserved for extreme cases - if you don't like a mayor in your city, you vote against him, campaign against him, write letters, go to protests - but you do not assassinate him. The same way, inter-national war is a measure of last resort and should not be resorted to due to mere disagreement about cultural norms and such.

> Asking a private corporation to be international police

This implies only police can and does enforce cultural and moral norms. This is the exact opposite of the correct order of things - the police should be preventing or punishing crimes, like theft, robbery, rape, murder, etc. - and people themselves - individually or in organized groups, like companies, NGOs, voluntary societies, etc. - should be creating and enforcing moral norms. You can not just delegate this to "the police", being it national or international.

Thus, asking Amazon to take part in helping to create an international norm of upholding free speech is reasonable. And their refusal is morally despicable.