Well, "It's natural" can also mean that it's a state of things that we should accept. Or it could be a reference to a moral framework where virtues are applied to state. It could be arguing that what is happening in the consequence that we expect in all systems at some point. There are lots of uses of the word, and I don't think that any of them really apply well to the current topic.

How to deal with the existence of Amazon? I don't know. My guess is tax policy.