This is such a recurring take, I wonder how we could deal with it in a constructive way.

To illsutrate my point, please take a look at the results: https://www.google.com/search?q=site%3Anews.ycombinator.com+...

I think it indicates a deeper problem, either on how we perceive these companies, or how Amazon succeeded in making itself look like a random traditional company. I don't know the solution outside a very prominent decade lasting lawsuit we could all point at, the same way we had the Microsoft antitrust lawsuit decades before.

TBH, Walmart is pretty fucking huge. Bigger than Amazon in retail revenue.

Amazon on one hand wants to pretend to be a third party market place to avoid liability, regulation, inventory holding risks and so on, and on the other hand wants to collect all the profit, data and exert control as a first party seller.

They can't have it both ways.