I don't buy these numbers at all. 90% seems stupid high for retail. From the report, "[...] we rely on data from the Shape Network. Across the US, Shape’s customers represent: [..] 40% of Mobile Retail (by in-store payments)." "We estimated the number of credential stuffing attacks using the total number of credential stuffing attacks observed on Shape’s US customers and the total proportion of the US industry our cu…
Then you have Mr. Hacker, who is just going to spam the crap out of you until you actively stop him. If he is not so smart, he will go all in and try to brute force you from a single box as fast as he can. Smarter guys will rate limit themselves, even smarter guys will use botnets and VPNs. At this point time is on their side, they can just spray and pray, and even diversify their attempts by not just focusing on amazon.com, but hitting amazon, then target, then ebay, etc... you can now still be making whatever number of attempts per second, but fly under the radar (hopefully) of rate limiters and such.
Rate limiters and other counter measures help, but the point is that the bad guys are going to just keep trying and trying, while typical user flow is at most a few attempts. These attacks are almost always from overseas, particularly Russia, and so they have little fear of consequences.