Another way of thinking about it is that it is extremely difficult for startups to create successful innovative leaps since most of them fail.
Amazon is more like a VC fund or an incubator than one individual startup. What's the 2014 revenue of all YC companies combined? That would be a good number to compare Amazons revenue to.
What you should really admire is Amazon's shareholders' tolerance for failure. A lot more companies would be more likely to take big risks like Amazon if their shareholders would tolerate year after year of losses. Time will tell if they are stupid or admirable.
Amazon is attempting to do this. They have been successful in many different ways, but for every winner they create they need to create multiple losers. The fire phone seems to be one of these losers, but time will tell.
I really admire Amazon's tolerance for failure. Most large companies would never take such risks.