> You take the stance that only competition can breed this but in this case reducing competition has breed these points too.
It's neither.
It wasn't active competition (or the lack of it, or it being reduced) that generated that outcome. It was Bezos (just as it was Sam Walton before him), he dictated that approach as the basis for Amazon's best likely ability to reach massive scale. There were no possible alternatives, if the goal was to get very large as a retailer. Amazon is Jeff Bezos, he has raised it like a child from day one, totally in control of what it is and what it became.
Bezos was facing a scenario of: approach it that way, or Walmart will take care of it for you eventually and make you redundant.
More precisely it was Bezos looking at the future and having to compete with a Walmart that fully awakened to online retailing. In that future forecast sense it was motivated by the threat / fear of competition that would inevitably crush a smaller Amazon. And if it wasn't Amazon or Walmart, someone would have done it most likely, Bezos surely understood that; that the Internet would make a mega platform like Amazon possible.
For another example of this premise in action: Microsoft wasn't so wildly aggressive and competitive due to the marketplace, or other competition or animal spirits in the water, it was solely due to the personality of Bill Gates. It mirrored his personality, aggressive nature and competitiveness. Gates ultimately made Microsoft in his image (that earlier version of Microsoft anyway). He dictated what it became, he controlled the growth and nature of its culture (and once you set that in order, it flows in that mold forward, a persistent mimic, until something breaks it).