You are probably right in the sense of what-is, that Amazon's moral compass is guided only by legal obligations. That does not make it what-should-be. Companies are groups of people. Decency is not erased when a corporation enters the picture.

Corporations exist for the benefit of the society that grants them their charter and that charter can--and should--be revoked when the corporation acts against the best interests of that society. We do have that power, but we've forgotten about it.