"Raised prices to increase profits" describes many business decisions, but if a company does that after eliminating their competition, policymakers & economists understand that to be a bug of the algorithm 'capitalist market competition' that requires redress, a betrayal of a populace that has been sold a system on its merits (and is willing to tolerate its costs for those merits) but which is not displaying those merits consistently and is failing to improve our lives.
Arguably a firm that has established itself as a standard marketplace with strong network effects, should not be allowed to favor certain products with disproportionate placement in exchange for a kickback. They have become more like a government body than a private enterprise, and if they're dumb enough to slaughter that golden goose for temporary boosts ("dinner"), their behavior demands a degree of regulation if we are to ensure market competition & ensure a benefit to consumers and manufacturers.
What is the proposition for an independent vendor selling on Amazon? To them, the service of selling their merchandise is essentially a monopoly market, they don't get a choice of whether to participate, and Amazon charges high fees to start with and is now demanding ever-higher fees for reasonable search placement.